11 Questions Every Donor Asks
An advert in one of the fundraising ‘trades’ triggered me to look up Canadian fundraiser Harvey McKinnon’s ’11 questions every donor asks’, as presented in his book of the same name.
Whenever I see a teasing list like that I just can’t resist taking a look … will I agree/disagree … could I add to it … could I better it?
Harvey’s list is pretty darn good …
- “Why me?”
- “Why are you asking me?”
- “Do I respect you?”
- “How much do you want?”
- “Why your organization?”
- “Will my gift make a difference?”
- “Is there an urgent reason to give?
- “Is it easy to give?”
- “How will I be treated?”
- “Will I have a say over how you use my gift?”
- “How will you measure results?”
In their entirety, these questions are more relevant to major donors, and assume a fair amount of rational processing is going on. And you know how I feel about rationality when it comes to giving!
But if one does a bit of cherrypicking from the list, you can boil it down to what gets at the real emotional drivers of giving.
Why me?
Because we know you well enough to know you have a concern or aspiration we share.
Will I make a difference?
Yes, here’s how … and [in so many words] we look forward to seeing you feel enriched by the help you’re giving.
How will I be treated?
We’ll listen and respond because you’ve entrusted us, made us your partner, to help you bring about change.
At whatever level of fundraising you’re working, and by whatever means, the more you can authentically establish the connection implied and sought by these three donor questions, the more successful you’re going to be.
But I’m open … Any more questions you’d care to add (with answers, of course)?
Tom
2 responses to “11 Questions Every Donor Asks”
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Consider “What’s the best way to make my gift?”.
Reply: “It depends on issues we should discuss. Your gift might be outright, it might be deferred. Your gift might be made in conjunction with life events that will invite or require you to liquidate assets.”
Just did a similar list about what a donor wants. Donor Christmas List #fundraising http://bit.ly/1NRrmlD