In the last post, we talked about opening the conversation with the major gift prospect sitting in front of you – setting the tone, building rapport, and helping the donor feel comfortable and engaged. The next step is to keep that attention and deepen their involvement. This can be best accomplished through questioning.
Good research (cultivation) means you already know a few things about their interests and perhaps giving history, but research only serves as summary. Questions need to be asked to create depth. You want the donor to help you see where their motivations, passions, experiences, and hopes intersect with your mission. You want to understand what the donor cares about, in their own words.
Questioning is most effective when it feels like an invitation rather than a technique. Some donors speak freely, while others need more prompts and time. No two conversations will be the same.
Here’s a simple framework to move from rapport into deeper dialogue without forcing the conversation:
- Start broad: “Are there specific parts of our vision that connect with your giving values?”
- Go deeper: “When you think about the impact you want to make, where does (your mission) fit into that picture?”
- Connect to your mission: “I’d love to show you how our (specific project) aligns with your values – may I share a bit more?”
- Cast a vision: “If we were able to expand our reach in this area, what kind of legacy would that create for our community?”
This progression helps the donor clarify thinking about their own priorities.
No, it’s still not time to talk about money! Even if the donor says, “that sounds interesting”, don’t rush this part of the conversation. Give it time and stay in this part of the conversation long enough to understand the donor’s priorities as much as possible. Good questioning provides you with the information you need later to make a thoughtful and positive “ask”.
Effective major gift conversations are not rushed and move gracefully between asking and listening, curiosity and attention.
John V. Clark, President/Partner
The James Company
Phone: (815) 353-8997
Email: jclark@jamescompany.com
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