Overcoming Reluctance for the Basics
I teach about the details of planned giving, major gifts, mailing strategies, board-level engagement, and more. But in the end, there is a simplicity in what we do.
I am in the process of helping some clients build out grateful patient programs. So far, the clients have been fantastic partners. But we have reached the point where the gift officers need to embrace the joy, and work, of building relationships by doing the basics - making phone calls and going to see people. No one is totally against it, but I can see, hear, and sense some resistance to that requirement. There is a discomfort with reaching out to people they have never met and don’t know.
No matter the technology (AI) or research (internet) improvements over time, nothing replaces the need for an individual relationship and the hallmark of our industry: trust. And that can’t come unless we are in front of people talking and listening.
Why is it that seasoned professionals in our industry are so reluctant to do the outreach?
It is a natural challenge for human beings. Will the person like me? Will the people meet with me? Am I good enough?
In the end, while the techniques of overcoming the concerns mentioned have consumed entire books, it is critical to our success in the industry. Without the basics, making calls and seeing people - including those we don’t yet know - our nonprofits can’t meet the challenges that are present in our communities.
I am spending more and more time with gift officers in helping so they see themselves as a “swan” or “a duck” where anything that isn’t perfect or goes their way is like “water off the back.” Don’t take it too personally (because it most likely has anything to do with the gift officer) and make that next call. While not easy for everyone, it is critical for short and long-term success. Ducks and swans are really beautiful and graceful as they glide along on the lake or stream, but under the water, their legs are pumping over time. The is the same for gift officers.
