Every time someone makes a donation, he knows the answer to those 3 questions – every time you get a NO, you have not properly answered the 3 questions for him.
Now what are those mystical questions?
This is the most obvious question to answer. Most fundraising revolves around the Why. This is where you present your case, talk about those in need of help and talk about how your organization can help resolve the problem.
Usually the objections you get when you haven’t explained the Why good enough:
- I’m not interested.
- I give to other charities.
Most people will agree with you that it is important that your organization gets donations – but there can be a long way from “I wish your organization the best of luck” to “Yes, here are my money”.
So you have to make it logical that the person you talk should give – and/or you should make a craving inside the person so he really wants to give. Either way, he knows why HE should give.
It is logical to support a cause that you highly agree with – that is one of the reasons talented fundraisers use partial-acceptance. Do you think it is important that X? Do you think we should stop Y?
Usually the objections you get when you haven’t explained the Why Me good enough:
- I can’t afford it.
- I’m too old/young/sick.
- Other people must do it.
- I support my own way.
If the person doesn’t understand why he should donate now, he usually won’t donate at all – he will just postpone and procrastinate the decision indefinitely.
Usually the objections you get when you haven’t explained the Why Now good enough:
- I will donate later.
- Let me think about it.
- Can you call later?
- Can you send me something?
- Can I donate over the internet?
People hate it when a door closes. It is a very strong psychological thing to say “If you don’t support now, X will happens”. This is used in most commercials as well, think about time limited offers say “Y is on sale this week” – then you’ll conscious or unconscious think – “Well, I have to buy it now, or else I will lose the opportunity”.
Do you always have to explain all 3 on them?
No, it is not YOU who has to explain them – it is the person who has to have the answer for them – sometimes they are self explanatory.
It is usually to skip one of them, but then have a good follow up answer if you get it as an objection.
This post was inspired by: Four Questions to Answer in Every Appeal