When summer kicks in, donors check out. So this is the last chance for nonprofit leaders to have face-to-face engagements with their community of supporters.
At every gathering, someone has the final word, otherwise known as the close. The request that turns all the conversations into action and draws the guests closer to your organization. This is the culmination of a thoughtful gathering, where people focus on your program and experience authentic connections.
Maybe you’re picturing someone at a podium at a gala. But if you read me often, you know that for resource-constrained organizations, I often tell people to go gala-free.
So how do you make your close become an opening? What is the perfect tone, words, and message that will inspire every guest to take a next step with your organization?
I’ll tell you—but first, a reminder. A great close isn’t necessarily measured by the opening of wallets. Remember that each individual is at a distinct place in their giving journey with you. They’ve either already given this year, they’re getting ready to give, or they haven’t given, yet.
The pitch perfect close meets the guests where they are.
Which means you’d better know exactly where the guests are who are attending your year-end gathering.
Here are some examples:
If you host a cultivation lunch for first time guests, don’t pressure them with a premature ask. Sure, if you push hard, out of courtesy to the host they might write a quick, small check. But that could also be the last one. So what do you ask for? You are looking for people to develop a genuine relationship with your organization, so encourage them to reflect on your work in a deeper way. Down the road, when it is time to give, their experience here adds an element of inspiration that often translates to a larger amount. The close, likely done by one of the hosts of the event, can look like this: We are thrilled you have joined us to come together with our friends and colleagues committed to this work. We know you are frequently asked to help worthy causes and organizations. Rather than asking you to sign on to our work, we ask that you take a step back tonight or later this week and consider three questions: Was I inspired by this work and its need? Do I find myself eager to learn more about these issues? Could I see myself engaging more with this organization? If you find yourself saying “yes,” then please respond to the correspondence we will email you after the event, as we would welcome a follow up conversation by phone, zoom, or in person. Of course, if you feel immediately inspired to jump into action, please let us know now and we will put you on the fast track!
If you’re celebrating your most dedicated donors with a stewardship dinner, please don't ask for more money. That’s right—a thank you with your hand out really isn’t a thank you. Your donors will feel genuinely appreciated when they see the good things their generosity helped to accomplish. Share what’s ahead, inform them of the next initiatives, but stop there. These are your long-term investors who think strategically and emotionally. Meet them there. Here is something that can work: Thank you for being here tonight to witness the life-changing services your generosity has helped us provide. We hope you can see and feel the many benefits that our organization has achieved. Over the years, you have watched us grow into a well established enterprise, providing innovative solutions to a field that has not enjoyed this kind of attention. We thank you for all you have done and all you will do. We hope that when you go home tonight and think about this experience, you might ask yourselves how you can further foster our mission. Perhaps you can introduce us to a new person whom you think could become meaningfully involved in our organization. However you decide to engage, we most want to express our appreciation for all you have and will do to allow our organization to grow. We thank you.
If you invite individuals to a later stage cultivation event with people who know your organization but have not yet given, you may decide to suggest giving in your close. But events are still a hard way to go when it comes to individual solicitations of major gifts. In this case, it’s best to plant a seed for making a gift and not harvest it yet. To meet these folks where they are, give them the background they need to commit. Show the power of your leadership and the constituents’ success. At the end of this event, you could close with these words: We are so glad you came here to get to know us better. We feel fortunate to be forming stronger bonds with you by sharing time together and getting to know one another better. We recognize that there is no shortage of worthy nonprofit organizations to support. Having said that, we hope that after this event, you would allow us to follow up with a call or meeting to learn more about your specific interests in our work and answer any questions you may have.
One more thing: part of what makes a great close successful is that it’s not a surprise. If you are committed to a stewardship experience, make that clear in your communications— don’t change at the last minute and make a hard sell. Switching midstream can take an event full of potential and land it flat on its face.
Your donors are on a journey with your organization. Meet them where they are. Be sure to perform impeccable follow up after the event. Take each person along at the pace that most suits their speed. Instead of an exhausting sprint, they’ll soon be on a fulfilling long-distance adventure with your organization.
Not My First Rotary
Dinner was going to be late, but I was starving. So I fixed myself a quick snack. My husband gave me a raised eyebrow. “What?” I said. “This is just to tie me over to dinner.”
Don’t tie your donors at your dinner. Leave them free to make their gifts without pressure. With the right close, your supporters will respond as they choose and this engagement, however large or small, will tide you over to the next stage of your evolving relationship.
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