Be Persistent When Pursuing Major Gifts

If you're a gift officer, how many times have you called, emailed and followed up with a prospective or current donor, and heard nothing back?

It's frustrating right?

You take the giant rollercoaster ride of hope and then despair.

There must be something wrong.

What did I do, you wonder.

Why won't they get back to me.

You keep reaching out, but all you hear is crickets.

That's exactly why you have to keep at it. You must keep working.

Because all of a sudden, after weeks of trying, you may get a email or a phone message that goes something like this:

"Thanks for reaching out. Sorry I didn't get back to you, I just returned from a trip to (insert your most wonderful beautiful place here). I'd love to grab lunch with you, send me some new dates."

You then realize that it wasn't about you!

It wasn't something you said or something you didn't do.

People are busy - they're traveling, or maybe dealing with business or family issues.

All the time.

Just like you.

Philanthropy may be important to them, but it's likely not THE most important thing to them.

So be what I call pleasantly persistent.

By various methods, reach out to your prospective donors. At least 5 times in a short period of time. If no response, let it rest for a while and then try again.

Don't assume they don't want to talk with you. Unless they tell you!

Many times it take 10 contacts or more just to get someone's attention.

As a gift officer, it's your job to interrupt their lives.

You are pleasant, and you are persistent.

You have a great story to tell. A great cause to share.

Always remember: most people would never know the difference they could make if you hadn't taken the time to connect with them.

It's easy to get in the trap of assuming you know what's going on in the mind of donors and prospective donors. Why they're not getting back to you.

Take a different approach. Be pleasantly persistent.

You'll find that over time it'll pay dividends if you keep at it.

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