Think back to the last time you bought a car. Was it from a dealership, or the used car lot down the street? You probably took it for a test drive – and had an opportunity to “kick the tires” as my dad used to say.
These steps are important. We want to inspect our new investment and make sure it meets expectations before making a big commitment.
But, are we providing this same opportunity to donors of our organizations?
One of my client’s was struggling with this. We found it difficult to share the mission of this organization with donors unless it was through videos or photos. These 3rd party vehicles are “OK” but not ideal. So we created a different approach and put the donor in the driver’s seat.
We invited donors to a special art class just for them that was sprinkled with a few of the agency’s clients for a meet and greet. This was the same type of programming our clients were involved with each week.
We filled the room with new donors and donor prospects. We didn’t charge them and provided light snacks. They were led by our instructor and learned how professional and well run the class was. They observed how each person’s experience was unique and tailored to them. This fun, low pressure introduction laid the groundwork for developing these relationships further and opened the door to conversations about future giving.
Could this experience be replicated at your organization?
For educators, could your donors get reserved seats to a graduation ceremony? For nonprofits focused on literacy, could donor attend a book presentation ceremony for students? For health organizations, could your donors visit one of your doctors for their annual check-up?
Think for a minute about what your donor might respond to and give them that opportunity. After all, we are asking for them to invest in us. We should give them an opportunity to kick the tires, shouldn’t we?
by: Michelle Jimenez, Senior Consultant HUB Philanthropic Solutions