Here are a few thoughts on the progression of your conversation:
1.
We appreciate your faithful support of our ministry over the years. Can you tell me how you first got connected with us?
-This question is so very important because it establishes the
starting point for relationship with your ministry. This is where and
how the journey began that brought them to the point of sitting
face-to-face with you! It often reveals the most effective development
paths that originally introduced you to this donor, but more importantly
will reveal something about their heart and circumstances which made
them choose YOU.
2.
Why is this ministry important to you?
-Donors have many choices when it comes to supporting ministries.
This question helps you to better understand their heart, their values,
and priorities, while also enhancing your understanding about why your
organization stands out. (Needless to say, I once worked with a donor
who supported some 65 different ministries each month. Let’s hope yours
is in the top 5!).
3.
Do you support other ministries similar to ours? (Which ones?)
-If you’ve ever spent time chatting with your Development Director
about how new donors are acquired, he or she may discuss how the donors
to your organization have similar patterns, interests, habits…in short,
similar demographics. It’s quite probable that your donors support a
handful of similar organizations, and it’s important to know who they
are. There may be opportunities for joint projects or alliances that
would be a “win-win-win” for everyone.
4.
In all the ministries you support, what would you say is the common theme?
-Here again, you want to give your donor an opportunity to express
what’s important to them, while growing in your own understanding of why
people give to you. When it is time for you to chirp in and talk about
your ministry, all parties will be best served if your conversation
focuses on topics of mutual interest, rather than less relevant program
statistics.
5.
Have you seen our facilities? (If yes…) How well do
you think our facilities convey the message of hope that is so central
to our mission? (or whatever your message happens to be)
-Most major donors care about your ministry, and thus, have an
opinion about how you do what you do. This question is an invitation to
take one step closer to your ministry by coming down to see the
operation first-hand. (Consider the small percentage of your total donor
base that has actually done this!). If they’ve had the tour, do get an
outsiders’ perspective on how consistently you “walk the talk.” Does
your message of hope come through in all that you do or only what you
say?
6.
Of all the things we do, which do you like best?
-It doesn’t hurt to survey now and then.
7.
(Looking at pictures on the table or desk….) Is that
your (grand)children? What kind of things do you like to do together? Do
they share you interest in ministry?
-This question is particularly helpful in understanding if the
support of your ministry is a private matter or something shared by the
family at-large. This becomes particularly relevant when structuring
planned gifts that may impact the family estate.
8.
Do you share any other common interests or family
traditions? Do you have a personal or family legacy that you want your
(grand)children to carry on?
-Many families are becoming increasingly focused and intentional
about their giving. With more understanding about the biblical benefits
of giving, parents are beginning to see the value in raising their
children to become givers, and embrace Christian philanthropy. Family
foundations, Donor Advised Funds, and other vehicles are providing
mechanisms for families to live out their faith in the context of
finances. If their family values include involvement in ministries like
yours, take note!
That’s interesting. We have a type of legacy, focus, or contribution
we want to make as well. Fundamentally, we want to be known and
remembered as the ministry that…….
-You better know how to finish this sentence. If your ministry values
and purposes align with that of the donor, you’re on your way to a
partnership of ministry and philanthropy that will be extremely
fulfilling to all parties!
10.
Some of the ways in which we want to do that include….
-Here’s an opportunity for YOU to do some talking and share the
specific vision and needs of your ministry that – you now know – align
with the giving preferences of your donor-friend.
11.
Which of those do you think are the most important
or will be the most effective in fulfilling our mission or defining our
legacy?
-You’d best have a position on this yourself, but engaging your donor
in some thinking about those aspects of your strategic plan they are
most likely to support would be helpful dialog.
12.
As we (continue to) develop this/these, would you like an occasional update on our progress?
-By now you should have a pretty good idea of the level of interest
your donor has in the future of your ministry. Obtaining permission to
re-engage in dialog and send them information ensures and open door for
fruitful ministry and philanthropy.