How to build deeper donor relationships
Development Professionals,
Do you struggle to build deeper relationships with your donor base?
Building deeper relationships with your donor base is essential. In our work, we often coach Executive Directors, Directors of Development, Board members, and other senior leaders on this vital skill. While relationship building may seem simple, it is an art that requires depth of understanding.
The best relationships allow for comfortable silence, where you can sit together for hours without feeling the need to fill the space with conversation.
To achieve this depth, curiosity is key. Younger professionals may hesitate to ask questions due to insecurity, while seasoned professionals might lack curiosity from misplaced confidence. Success comes from asking probing questions that lead to a deeper understanding of what is truly needed in the moment. This mindset fosters gratitude and respect, creating stronger connections.
Move beyond basic greetings like "How are you?" or "What are your plans for the weekend?" and try openers such as:
- "It's so nice to see you. How long has it been?"
- "Hello. How was the vacation?"
- "I was thinking about you the other day. How are your kids doing?"
Consider these questions:
- "Why are you connected to this organization?" followed by "Have I ever asked you that?"
- "What is making you happy about what we're doing these days?" or simply "What is making you happy these days?"
- "What about us makes you stick around?"
Enhance your curiosity with your top 10 donors by:
- Writing down what you already know about them.
- Listing what you want to learn.
- Preparing questions in advance.
- Including those questions in your briefing document.
- Gathering the answers.
- Logging those answers in your CRM.
- Repeating the process.
Curious individuals, what are your favorite questions? I'm genuinely curious.
