Re-Release: 15 Questions to Help You Go Deeper with Your Donors

Jeff Schreifels  

Hey everyone. Our team has been busy this summer doing something absolutely fantastic: taking time off. So today’s podcast episode is actually going to be a re-release of our all-time most popular episode, which gives you 15 questions that will help you go deeper with your donor. And this topic is perfect for summer because right now is a great time to connect and engage with your donors before the busy holiday season. We hope you enjoy the episode and we’ll be back with a brand new episode next month.

Recorded  

Welcome to the Nothing But Major Gifts podcast from Veritus Group featuring Richard Perry and Jeff Schreifels. Twice a month, we bring you the latest and best thinking about major gift fundraising so you can develop authentic relationships with your major donors. Here are your hosts, Richard and Jeff.

Jeff Schreifels  

Hey there, welcome to the podcast today. I’ve got Richard Perry with me today. And Richard, we’re going to help major gift fundraisers by giving them some great questions to ask donors, all in an effort to understand the donor’s passions and interests. 

Richard Perry  

You know what, Jeff, I’m really, really glad we’re doing this because we’ve had so many major gift fundraisers ask us, now, you know, how do I really get to know my donor? I mean, what are the questions I need to ask to go deeper with them? 

Jeff Schreifels  

Yeah. So that’s why we thought, hey, let’s do a podcast on this and start talking about some of these questions, which we’ve accumulated over the years as some of the best questions to really find out who your donor is, because that’s ultimately what you’re trying to do. You want to understand your donor’s passion and interests, so that you can match that up with all the great programs and projects you have, and inspire them to invest in them. 

Richard Perry  

So we ought to just stop on that point? Because that’s the major objective. I mean, right? There it is, it’s not to get the money, which is a result of doing all that, that’s a result, not the objective. The objective is to match those passions and interests, to the needs of the organization, and by extension, the needs of society. 

Jeff Schreifels  

And not only are you going to find out their passions and interests, but you’re going to find out who they really are as a person. And the donor is going to know over time that you know them. 

Richard Perry  

The donor wants to be known. 

Jeff Schreifels  

Yep. And so you’re cultivating and stewarding these donors over a long period of time, hopefully, and everything you find out through these questions is going to help you do that well.

Richard Perry  

Well, you know, what’s interesting about that being known thing, Jeff, to me, we were at dinner last night. And it was very interesting that in fact, you said to me, since you know, this person is always just talking about themselves. They don’t actually know me. We all want to be known as individuals, we want to be known. And not just sitting with someone yapping about themselves all the time. 

Jeff Schreifels  

And it’s it’s funny, we were talking in that same conversation, how I said, this seems to be the most common thing. People just want to talk about themselves. But they don’t want to know anything about you or about another person. 

Richard Perry  

So one of the deepest things in a human being is to be known. Yeah. And so if you get nothing else out of this podcast, know that your donor, your caseload donor wants to be known. 

Jeff Schreifels  

Exactly. 

Richard Perry  

And and actually, if you can know them, you’re way down the line in terms of having a successful relationship with them.

Jeff Schreifels  

Because you’re gonna gain their trust, and that is what you’re trying to do. 

Richard Perry  

Exactly. 

Jeff Schreifels  

Alright. Well, let’s get into these questions. There’s 15 of them. So number one, here’s the first question. So you’re asking this of the donor: “Hey, you’ve been giving X amount over the last X number of years, this has been very generous. What is it that we’re specifically doing, that you get excited about?” 

Richard Perry  

So there’s a couple things that are really interesting about that question. What are we specifically doing that you’re you’re excited about? And why are you excited? Yeah, those are the two things.

Jeff Schreifels  

Because that’s going to reveal to you okay, you’re really interested in that and why. 

Richard Perry  

Well, there’s so many managers that we’ve talked to and authority figures, they say, well, you don’t need to know specifics like that. I mean, come on, Jeff. What you need to know is that they just love the organization. No. There’s something specific that they’re interested in. So that’s important to figure that out. 

Jeff Schreifels  

Alright. Next question: “You’ve been giving to this particular program. So whatever program that is of ours for many years, why are you so passionate about that?” 

Richard Perry  

Yeah. I mean, it’s the same kind of thing as the first question, but, why are you passionate? So for instance, I remember the story and I’ve told it many times of the very, very kind of conservative, very tight, closed accountant who broke down at the rescue mission when he met the drug addict, that the MGO had set that meeting up, and met the drug addict. Why was he passionate and interested in the drug addict? Because his own son had taken his life, had overdosed on drugs eight months earlier. And had had trouble with drugs. And so he was trying to redeem the situation. That’s why he was passionate. That was the driver. Now, you’ve got to uncover these things as you’re going along. What’s the donor interested in? So here’s another question for you: “You give to many charities. Why is ours so important to you? “

Jeff Schreifels  

Yeah. I mean, to get that knowledge is great. It’s great. Yeah. Because then you might say, or the donor could say, well, because of XYZ, I love you most, or, well, you guys are down my list. And here’s why. And here’s why I give it to these other charities because of XYZ. 

Richard Perry  

Yeah, and oftentimes that, that being down the list is about how you’re treating them, not as much as do they love them, the other charities, more than you, right? You’re just not as attentive. Yep.

Jeff Schreifels  

Yep. How about this one: “When you give to our organization, what is your hope and expectation of that gift?” 

Richard Perry  

Oh, that’s a big one, isn’t it? That’s a huge one. 

Jeff Schreifels  

Yeah, you want a donor to be able to voice that, well, I expect this and this and this. So you have that information. But then you can go, I’m gonna go above and beyond that. Because you always want to exceed an expectation of a donor. 

Richard Perry  

Yeah. And the donor is likely to say, well, I mean, generally, they’re going to say, I really have an expectation that my giving is going to make a difference. So if you’re not telling them that they made a difference, you’re going to actually not meet their expectation. 

Jeff Schreifels  

But how many donors actually have an MGO say that to them? The donors we’ve talked to, they’ve never had that kind of conversation. 

Richard Perry  

I know. I mean, that that would be surprising to me if I gave a gift to somebody, they said, now Richard, what do you want to get out of this? 

Jeff Schreifels  

Well I wouldn’t say it that way.

Richard Perry  

But I mean, well, you I mean, as a donor, you do expect some kind of payback. Now, so those might be harsh and commercial words. But you you want some kinds of return from that gift. If nothing more than you want to see something good done. Yeah. Or you want to be valued as well, as a donor. I mean, yeah. You know, so those are, here’s another one: “At what point in your life, did your personal philanthropy become important to you? And what do you want to accomplish with it? And has it changed over the years?”

Jeff Schreifels  

Yeah, that’s such a great question because then the donor then reveals to you their history, you know, well, you know, I, either I grew up in a wealthy family, or I started obtaining wealth as I grew my business, and I knew how to do something with it, but you get that story. And that’s what’s so important, then you can see the birth if they’ll tell you their progression. Well, I started out, you know, I was just giving here and there. And then I realized, Hey, this is what I’m really passionate about. And that’s why I give to you.

Richard Perry  

How about this one: “What is your preference in how I communicate with you?”

Jeff Schreifels  

That’s big, because that’s something we don’t listen to. 

Richard Perry  

And we don’t ask. So I’m just going to add you to direct mail and then that’s it.

Jeff Schreifels  

Or I’m just going to visit you all the time. And that donor does not want you to visit and that’s why you want to find out well, how do they best like to be communicate? Well, email. Well, that’s perfect to know.

Richard Perry  

Yeah. Or like they’re like we said we experienced several weeks ago the donor that just preferred to communicate via text. Text and that donor is texting at like a little after midnight. Yeah. Now, that whole story is so intriguing to me, Jeff, because A) what’s the communication preference? It’s not face to face, right? It’s not the phone. It’s not email. It’s text. That’s the first thing. Second thing is the guy’s texting a little after midnight. Yeah. So what does that I mean, the MGO’s texting back and they’re talking about and then the whole thing results in a $200,000 gift via text.

Jeff Schreifels  

So here’s an example of a meaningful connection, obviously, through text, not a face to face visit but a meaningful connection nonetheless, resulting in a $200,000 gift. That’s why we’re so not into this whole metric, well, you got to do face to face, they got to be 25 a month. And it’s ridiculous.

Richard Perry  

And so it’s always very important to be asking that question, what’s your preference and how do I communicate with you?

Jeff Schreifels  

Here’s another one that fits into this is, “How would you best like updates on the impact that your giving is having through our organization?” So yeah, that’s just gold, if you can find that out. Because, as you know, if you want to do well, you’ll do what they say. But then you’ll want to exceed the all of that.

Richard Perry  

Yeah, this whole thing about giving me updates on impact and will let you know how often? What level of detail do you want to have? Yeah, it’s important to ask that question.

Jeff Schreifels  

Here’s one: “You’ve been interested in our program for many years, and you’ve given generously toward that. Besides your giving, would you like to be involved with us in other ways? So volunteering, at least asking the donor, do you want a deeper relationship besides your donations? How would you like to be involved? Many times, we don’t ask donors that at all. 

Richard Perry  

It’s a big one. Here’s another question: “Over the years, how have you felt about the relationship with our organization? Is there anything that you would change? What could we improve upon?” So I mean, this is such a critical question, because how many MGOs, or how many organizations are actually asking the whole customer service, you know, donor service question, right? They’re not. And, in fact, they may be sitting on some concerns or some negative opinions or whatever, that would benefit the non-profit, that would benefit the MGO greatly, but we don’t ask.

Jeff Schreifels  

Yeah. And I think the donor wants to be asked.

Richard Perry  

They do.

Jeff Schreifels  

They want to input into all of that. Here’s one: “Where do you find the most joy in your life?”

Richard Perry  

Well, that’s an interesting one. Now, where would that take the conversation, do you think?

Jeff Schreifels  

So many places. I mean, think about those, the stories that you’ll get from a donor, if they will open up to you and tell you that? And then, because I’m assuming you’re an MGO who’s very curious, you’ll have all kinds of follow up questions that did take the conversation to a new place. Because it’ll eventually come back around to you find joy in this, and so you’ve been giving to us. What kind of joy does that bring?

Richard Perry  

You know, it gives you clues as a major gift officer. Gives you huge clues as to like, well, how do you then relate to this? And what kind of content do you send them? And what kind of information.

Jeff Schreifels  

Exactly. Okay, here’s another one: “Why do you give up your personal wealth?” Okay. So that this gives you another story of why they feel like they need to give.

Richard Perry  

Well, isn’t that sort of related to the question as to why you why you give to this or that? I mean, it’s sort of like, similar to that question, but it’s maybe more broad. In terms of what are you trying to accomplish on the planet? I mean, because there’s all these other things that you’re doing. And this is an interesting point, Jeff is and we would we would suggest to you as an as a major gift officer. It’d be very good to not have a level of interest, it would be very good to have a level of interest in the other things the donor’s giving to that are not related to your organization. And, and expressing joy and support about that, instead of just like, well, you know what, Donor, all I’m interested in is what you’re doing with us, and I don’t really care about anything else. Well, then you’re basically saying you don’t care what they’re doing. 

Jeff Schreifels  

Right. The other thing I like about this question about why do you give your personal wealth is that you might get a story of that donor’s pain. Mm hmm. And whenever you can get someone to be vulnerable and talk about pain in their life that will help you develop that relationship. You’ll get to know them more, you’ll you’ll have more empathy for them. I mean, that’s just what you want.

Richard Perry  

Yes. Here’s a good one: “When did you first hear about our organization and what prompted you to make that first gift?” Now, this is this is very, very important intelligence in terms of even how your marketing, your organization or like an answer to like, how did you first hear about our organization will give you clues about, like donor acquisition programs, what kind of information you’re putting out in the in the public square so that they you know, what’s working, what’s not working. And also what prompted you, you know, what, what was the offer that was out there? Yeah, this is important marketing, and if you will, advertising feedback.

Jeff Schreifels  

Yep. Here’s one: “How do you make decisions about your giving? Who do you seek counsel with? And then what is your process in making a decision to give?” So that helps you understand, okay, do they involve their spouse? Do they involve lawyers, you know, all kinds of things.

Richard Perry  

That’s important to know. But yeah, oftentimes the donor, the person that you’re talking to, is not the actually the primary decision maker in the household? I mean, how many times have you seen that? Yeah. Here’s one here: “You’ve been giving very generously for quite a long time. What would get you so excited that you would want to make a significant investment in our organization?” Now, you and I both know, Jeff, that most of these organizations that we work with, and that we know about, have a very low quantity of transformational guests, meaning six, seven figures, eight figure gifts, I mean, huge gifts, they have very low quantity of them. And we’ve also seen that when they do get them that question has been asked and processed.

Jeff Schreifels  

Yeah, yeah, exactly. But to know that, so this is one of those questions you would ask as you’re trying to identify, within your portfolio, those one to two or two to four people that can make that transformational gift. That’s one of the first questions you would ask one of those dumped donors. Like right now you’ve been giving so generously. But what would it take for you to do this? Which is a transformational gift.

Richard Perry  

And we’ve had experience with people actually answering that question. I mean, yeah, they basically say, Well, you know, if you had, and they basically prescribe if you do all these things, then I could do that. So that’s a very important question. And then the last question.

Jeff Schreifels  

Last question is this, and I think this is good. “Tell me about the best experience you had giving a gift. And what made it so good for you?” I mean, that then gives you all kinds of clues for what the donor expects, why them giving why it was so good and the experience so that you can do better.

Richard Perry  

Well, like what like what happened in the receiving process? What happened in the thank you process? What happened in the follow up process? What happened in the reporting back process? That’s all like important information to get. I mean, I remember your story of the oil man in Texas, who had such a bad experience, in one situation. And he had a lot of wealth. And then he had a really good experience in terms of how he was treated, which caused him to give millions and millions and millions of dollars. Amazing. I mean, the switch from one to the other was just unbelievable. And it just had to do with treatment.

Jeff Schreifels  

Yeah, I kept thinking, as he was telling me the story, gosh, if I were director of development for a non-profit, this would be the best information I could get. Here’s a donor telling me how he wants to be treated, and how he doesn’t want to be treated. I mean, that’s what you want.

Richard Perry  

It’s critical to know.

Jeff Schreifels  

Well, these are those 15 questions. And, you know, if you’re wondering, like, gosh, what was that question number eight, this actually was a great blog post, that was we did. So go, you can go to veritusgroup.net and in the click on the blog link, and you can type in 15 Questions to Go Deeper, and you’ll get this blog post, and it will have a list by list. And we also want to offer you a free white paper as well. And you can go to veritusgroup.net. Click on the download link, and the white paper’s called How to Get Meetings with Donors. Yeah, it’s great. Once you get the meeting, then you can start asking these, one of these 15 questions. So thank you for joining us on the podcast, and we’ll see you next time.

Richard Perry  

Thanks.

Recorded  

Thank you for joining us for the Nothing But Major Gifts podcast from Veritus Group. Richard and Jeff also write an ongoing blog that you can subscribe to for free at veritusgroup.net Please join us again next time.