Information Interviews: Put your future donors in the driver's
seat
By Candi Powell Harrington
February 25, 2002
With donors becoming increasingly strategic in their giving, offering more substantial commitments to fewer agencies, the question becomes 'how can you get your agency on their philanthropic map?' Why not ask them! Once a potential donor has been identified, making contact with them to determine whether a true capacity to give exists, is the next step. Information interviews are an excellent mechanism for this purpose.
An information interview is a meeting between a potential donor, usually a major
gift candidate, and representatives from a charitable group - a senior level
volunteer and a staff member. The only expectation of the candidate in such
an interview is to offer advice. When arranging the meeting, you must reassure
your prospect that you are feeling out a market to determine interest and to
gain an understanding of what attracts donors to the causes they support. This
information will be used to help sharpen your focus and build the roadmap for
future fundraising activities. A typical scenario is brief, generally sticking
to the following sequence of events:
1. The introduction. Try to use the first few minutes of your meeting
to establish a rapport. Your research should have identified some topics of
mutual interest. If not, scan their environment to identify hobbies; are there
trophies or family photos around the room? If someone referred you, you might
discuss how that individual came to be involved with your organization. Establishing
a common ground will help break through any skepticism about meeting with
representatives of a charity. Keep the conversation light, but move ahead.
2. The case. Clearly convey your organizationØs mission and outline
how each program accomplishes those objectives. Speak compellingly about the
need using recent statistics, and explain how you meet the need in a way the
donor will be interested in. If available, bring marketing pieces highlighting
those efforts.
During this stage, pay careful attention for clues that the donor has concerns
or questions. Answer questions honestly and if you do not have the answer
be straightforward. Tell him or her that you will get a response as soon as
possible. Each answer brings the donor one step closer to your mission and
may provide you with the opportunity to meet again at a later date.
3. The questioning sequence. You do not meet with a prospect just to
make friendly conversation or explain your case. Beyond communicating about
your organization, your goal is to engage the donor. Ultimately you want to
cultivate future support by determining how your mission and interests match
their own. A well-rehearsed question and answer sequence will accomplish this
task.
- Prepare questions in advance. Structure your questions to uncover what
the donor wants to know more about, what their concerns may be, and how
you can resolve those concerns.
- Keep questions brief. The idea is to gain enough critical information
to increase your chances of success without the donor feeling interrogated.
- Be a good listener. Pay attention to clues that the donor has an interest
in a certain aspect of the organization or campaign. Watch for unconscious
indicators - do their eyebrows shoot up when you mention a particular
program or do their brows furrow when you discuss current regional statistics?
4. The pleasant departure. All prospecting activity should be short
and cordial, with the door open for a return engagement. This meeting is not
meant to be an invasion, so be respectful of the donorØs time. If you said
the meeting would take half an hour, end the meeting in exactly half an hour.
If time runs out and she or he would like more information, schedule a time
in the near future to meet again. Likewise, be aware of unconscious indicators
he or she is pressed for time (looking at their watch, staring at the door).
If you notice these behaviours, offer to meet at a more convenient time. The
donor will be thankful for this and you can be sure you will have their full
attention during the second visit.
If applicable, leave a pleasant reminder of your visit, for example your case
statement or other materials that give them a personal connection to your
organization. In brief, keep initial conversation light and friendly and always
have your goal in mind: does this prospect represent real giving potential?
5. The follow-up. Immediately after the visit, you should note your
observations of the donor and rate your effectiveness as an interviewer. Consider
the following questions. Were there specific programs the donor seemed particularly
interested in? Did the donor express any concerns about the project that we
should address? Did we seem prepared? Did we handle the difficult questions
the right way? Are there any upcoming projects we should keep them informed
of?
Every interview requires a handwritten note thanking the prospect for taking
the time to meet with you. The note should refer to any key points or concerns
made during the presentation, and if appropriate, the date for the follow-up
meeting.
In an increasingly competitive environment, a charityØs success hinges on
its ability to effectively address the needs and concerns of a shrinking pool
of donors. By creating an environment that is open to the donorØs needs and
one that celebrates their involvement, you can motivate new supporters to
champion your cause. And remember, the best way to gain this deeper understanding
of their needs - ask them directly!
Candi Powell Harrington is a fund development coordinator with the Canadian
Diabetes Association for Central West Ontario. Reach her at candi@golden.net.
