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202 pages, Paperback
First published September 7, 2004
“Before you contradict an old man, my fair friend, you should endeavor to understand him.”
1. We may have to do a lot of listening before we get to the ask. Sample questions (if we haven’t had these conversations with the prospect earlier): “How did you come to this organization? What are some of your most vivid memories of being here? How would you say it’s been important in your life?”
2. We need to put the prospective donor’s desires ahead of our own. (We may want to reach a certain number of legacy donors by a certain date, but that is not important to the donors! They want to take time and make decisions that reflect who they are.)
[Note: Both of these first two points are less likely if we’ve already have extensive conversations and/or if the prospect is not interested in getting personal with us, but we may not know what they want ahead of time.]
3. We will probably do better if we take the emphasis away from “the organization needs the money” and put it on “This is a great chance for people like you and me to keep on making a difference at this organization/ for the people this organization serves for many years to come.”