When a fundraiser meets with a donor, the purpose is to discover whether that donor has the ability and inclination to give a large gift. Knowing how to ask the right questions can make all the difference in landing such a donation, say fundraising experts.
Inquiries to determine whether a person has the capacity to make a big gift to your nonprofit—and might one day consider doing so—are called discovery questions, says John Greenhoe, who wrote the book Opening the Door to Major Gifts: Mastering the Discovery Call, and is director of principal gifts at Western Michigan University.
Discovery questions reveal more than simply donors’ wealth. They illuminate a philanthropist’s charitable motivations, the causes they value, how they may want to be approached for a gift and thanked for one, and where their interests might intersect with your organization’s work.
Don’t Ask for Money
Most of all, a discovery question is not a request for a big gift, and transparency about that is key, says Richard Walker III, a veteran fundraising consultant.
“I always say ‘I’m not here to ask you for money. I might someday, but today I’m getting to know you and what you care about,’” says Mr. Walker.
Joshua Humbert, vice president of major gifts at the National Urban League, stresses that fundraisers, especially those newer to the role, must initially resist the urge to ask for money. Instead, he says, focus on listening to what the donor cares about and find points of connection with your group’s mission.
“Talk about the work your organization is doing, and align their values and the organization’s values as much as possible,” says Mr. Humbert. “You really have to make a deposit before you make a withdrawal.”
Absorb Information
Mr. Greenhoe suggests that fundraisers preparing for a discovery call or meeting should think of themselves as a sponge soaking up information as the donors tell their stories.
“It’s like a first date; you’re pursuing intimacy with someone and doing it in a way that’s respectful,” says Rachel Muir, a fundraising consultant who earlier in her career founded Girlstart, a nonprofit promoting science, technology, engineering, and math education for girls.
And the three most important keys to success are to research the donors beforehand; observe how they react to your questions and the conversation; and, above all, listen more and talk less, says Eli Jordfald, senior major gifts director at University of North Carolina Lineberger Comprehensive Cancer Center.
“The more you allow people to talk, the more you engage them,” says Ms. Jordfald.
What to Ask First
When you’re talking to long-time supporters, experts agree that you should first express thanks for earlier donations and explain what their backing has helped your organization accomplish, then move on to questions. And whether you are talking to a loyal donor or a new prospect, the experts say it’s best to start with soft questions.
Here are some sample questions:
- What influences your charitable giving?
Ask donors to name their philanthropic influences, says Mr. Humbert. It gets them talking, often about their parents or their religion, and relaxes them.
- How would you characterize your experience with our organization?
Particularly if they’ve given in the past, ask donors about their impressions and experiences with your organization, Ms. Jordfald suggests. This helps you learn who they’ve talked to and may offer some clues about how they prefer to interact.
- Why did you give to our cause?
Mr. Greenhoe suggests asking what inspired donors to support the nonprofit, and—more generally—which types of charities they like to support. Their answers will help you learn more about the causes they care about and what motivates them to give.
- What do you love about your work?
Inquire about their career and ask what they love or hate about what they do. Ms. Muir says their answers can tell you a lot about a donor’s priorities.
What to Ask Midway Through
Once you’ve established a rapport through the early part of the conversation, experts say it is a good idea to delve a bit deeper into what motivates donors to give. Ms. Muir offers a few examples of questions to pose.
- What was the best gift you ever made and why?
Their answer could reveal where they’ve given previously and the causes they support. It’s also a good segue into the next question, which sounds similar but can provide a different set of clues.
- What was one of the most significant gifts you’ve ever made?
Avoid asking outright the dollar amount of the gift; it’s rude and puts your donors in an uncomfortable position, the exact opposite of how you want to make them feel. Instead, allow the donors to reveal the amount or the reason why it mattered so much. Either of these answers increases your understanding of their ability to give.
- Which of our programs most interests you and why?
The answer can show you how to connect your organization’s need with their desires to support something they care about.
At some point you are going to have to find out if the donors are in a position to give a big gift. You usually can’t ask that question outright, say fundraisers, or you will derail the conversation. To avoid that, weave questions into the conversation that may reveal the donors’ financial capacity.
Mr. Walker and Mr. Humbert suggest asking about vacation plans if summer or the holidays are approaching, and follow up with questions about previous trips they may have taken. Their answers will give you a window into their wealth.
Listen for things that may prevent them from making a large donation, says Mr. Walker. If a couple has a child getting ready for college, they’re approaching retirement, or they have aging parents, even the wealthiest of donors may not be in the frame of mind to consider a large gift at the moment.
What to Ask at the End of the Conversation
At this point, you are likely to have a much better sense of your donors’ interests, motivations, and ability to give, so use what you have learned, says fundraisers, and close with some clear next steps.
Never leave the conversation without setting up a chance to talk to the donors again, whether to provide more information about programs, or to answer questions they may have. Ask if you can contact them in the future, or connect them with someone familiar with a particular project.
Ms. Muir says if you can do so gracefully and comfortably, use this portion of the conversation to find out how the donors prefer to be asked for a gift, if and when the time comes. Remember, she stresses, you are not asking them for a gift at this point. Instead, you are inquiring how they prefer to be approached.
