When you’re making a call on a major capital campaign prospect, what are you really up to?
Don’t get confused about your REAL purpose when you get in front of Mr. or Ms. Big.
Your REAL Goal is NOT Money
And it’s not to make a presentation either.
You are after the something much more important…
Your goal is to establish a productive relationship.
What would a productive relationship look like?
It’s getting to know your prospect as a person. It’s getting her to like you.
If she likes you and enjoys your company, then the door is open to discuss a gift — eventually.
But you can’t go too fast!
You are seeking something that will be long-lasting.
3 Major Objectives When Visiting Campaign Prospects
When you visit campaign prospects, you have 3 major objectives:
1. You want to establish a long term productive relationship with your prospect.
You want to be able to ask her for advice. Or ask her about other potential donors.
You want her opinion of new events or initiatives. You want her to tell you what other people in town are saying about your organization.
And you hope that you can eventually ask her for a favor or a gift.
In other words, you want her to become a friend to your organization.
This kind of long-term productive relationship is worth a lot to an organization.
2. You’re looking to find out where your prospect stands.
Another important goal for your visit is to find out your prospect’s current disposition toward you and your cause.
Perhaps he is a former donor — does he still feel close to your organization?
Perhaps she is brand new to the community – could she become more interested in your cause? Could she be helpful?
If a couple are potential donors, then you will be trying to gauge their level of interest.
You’ll want to try to figure out how you can bring them even closer.
Never, ever do too much talking in a donor visit!
You really want to know what’s going on in your prospect’s mind.
But if you do all the talking, then you’ll never find out all the information that you need to grow the relationship.
Many people think their job is to make a presentation to the prospect. Or they want to bring the prospect up to date.
Beware! This may OR MAY NOT be a good idea.
You do this ONLY If the prospect WANTS to know the information.
She’ll let you know.
If you are watching her reactions to you, as you certainly should, you can tell immediately if she really wants to hear all that or not.
3. You are looking for the next step.
Why is the next step so very important?
Because you won’t have a relationship without a next step!
Don’t leave your prospect until you have an idea for several follow-up next steps. That’s your most important objective of all!
What can you do NEXT to encourage your prospect’s interest?
Can you find a reason to circle back to them to keep the communication coming?
Did you find out what they were interested in so you can follow-up?
Did they ask a question that you couldn’t answer?
Great! Then you have a reason to follow-up.
Remember These 3 Objectives
Next time you get out on the road and visit your prospects, remember these three objectives:
1. Build a relationship
2. Determine where your prospect stands, and
3. Before you walk out the door, decide on a next step!