Nothing will create a crisis in confidence more than a cold call. Even as a seasoned fundraiser, you may find that all of your experience and past accomplishments suddenly mean nothing. You are faced with the task of starting over. Creating that spark that may (or may not) lead to a new and beautiful relationship.
We’ve attached different names to these visits – cold calls, qualifying calls, discovery calls – but they still evoke the same reaction: anxiety that is often accompanied by avoidance.
And, as dreaded as these initial visits might be, the only thing that is possibly scarier is setting it up. The great fundraiser Jerold Panas admitted that he agonized more about this than actually meeting with the donor. But in Asking, his seminal book on fundraising, Panas also claimed that if you got the visit, you were 85 percent on your way to getting the gift. Just think how much more successful we’d all be if we didn’t procrastinate or completely avoid taking this initial step.
Our success as fundraisers absolutely depends on our ability to reach out to strangers. But our fear is legitimate because we are deliberately putting ourselves in a vulnerable position. Are we setting ourselves up for rejection or embarrassment? Maybe, but you know what they say – no risk, no reward.
Now that I’ve triggered your worst fears, let me talk you off the ledge. First, you should be congratulated for getting this far. If you’ve been lucky enough to schedule a visit, you’ve cleared that first hurdle. You still, however, may have some anxiety about meeting a stranger. That’s natural and maybe even a little bit of a good thing. Remember that “stress” hormones, like adrenaline, can actually help you focus and, therefore, serve as a performance enhancer. But if you need further reassurance, consider the following:
Most people will like you. Research shows that we underestimate our likability, especially upon meeting someone for the first time. Human nature, in this case, is on your side. Assume you will be well-received rather than thinking the worst.
The call is not actually “cold.” While prospective donors might not personally know you, they probably know your organization or have some familiarity with what you do. Perhaps they attended one of your organization’s events or received treatment from your health care facility. They might have given to you in the past or volunteered. You most likely have some common point of reference that will make the call a little easier.
This initial visit is not a solicitation. You are simply getting to know each other. If it makes you more comfortable, you can state that you won’t be asking for a gift. Instead, you’d like to hear about their interests.
Don’t take it personally. Even if you didn’t think the visit went well, it’s unlikely that the prospect’s wariness, distance, or even hostility is because of you. I’ve visited several alums who opened the conversation with a rant because they felt dismissed or ignored. I viewed it as a positive: at least they cared enough to express their concerns. And once they understood I was listening, we usually had a constructive conversation.
You don’t have to be an expert. Don’t worry about having all the answers. If you’re stumped by a question, you now have a reason to continue the conversation at another time.
Remember what John Wayne said: “Courage is being scared to death but saddling up anyway.” There is a certain thrill in meeting someone new. And the beauty of discovery calls is just that – you learn new and wonderful things that can lead to a promising collaboration in the future.