Never Take "NO" for a (first) Answer in Fundraising
All fundraisers want to get their donors to “yes.”
It’s deeply gratifying to have a donor agree to go on a journey with you toward greater impact, with a donation. We all want to hear “yes” but sometimes you have to hear “no” first.
No does not always mean no in fundraising.
What I mean, is that things may just be more complicated than they seem.
The first example of how “no” might not mean “no” comes when you are doing research on a funder. While researching the funding guidelines on the website of a foundation, you may discover that it clearly states the three things they fund, and your issue is not one of them.
So do you close the tab and never think of that foundation again? Or you get creative?
Successful fundraisers are opportunistic. They don't see traditional barriers as a dead end. They see them as mountains to climb. Examples of why the guidelines on a funder's website may not be your best indicator of whether they will fund you:
The funder/officer may have a personal connection to your issue and decide the time is ripe to invite a proposal from you.
The funder/officer may have a personal connection to your town or someone on your board.
The funder/officer may be highly flexible in the guidelines.
The guidelines may be old and out of date.
The funder may be in a collaborative that does fund the work you are doing.
The funder may have a discretionary pot of money.
The program officer may leave, and the replacement may really fancy your project.
There are many more reasons to take a closer look at foundations. They have great flexibility...because they are made up of people who care and want to help.
But these principles are also related to major donors and small donors, not just foundations.
If you are running an online fundraiser, like a Facebook Fundraiser, it may be tempting to think your friends don’t want to donate because they haven’t donated after your first few posts. Don’t see that as rejection. People are busy.
I have seen many folks ignore fundraising requests specifically because they know they’ll eventually donate…just not yet.
Finally, even when you are talking with a major donor prospect, a “no” may actually just mean “not now” or “not the amount you’re asking” or “I don’t want to give to that particular project.”
I am not suggesting that you nag or continue prodding a donor after they have said “no.” What I am suggesting is that you listen carefully and use your intuition.
Frequently we leave money on the table because our ask wasn’t the exact right one at the right time. Don’t be deterred.
In 2008, I stepped into an organization that had a political arm and a charitable arm. The political arm was in trouble financially. We had a major donor who hadn’t been cultivated over $5,000 but she was giving other organizations much more. We succeeded in getting a meeting and I asked for $25,000 for our political arm.
It was too much, too soon from someone she didn’t know yet. We needed the money, but my approach was a flop. The “no” was definitely a “no.”
But it turned out, part of the reason behind the “no” was because she now was giving mostly through her foundation, so she couldn’t give to our political arm that way at all.
If I had been more curious and less in a rush, I might have gotten that donor to some form of “yes.” I’m optimistic! As fundraisers, we need to be optimistic.
Keep looking for avenues. Be shrewd, be polite, but be focused like a laser beam on what will get that donor to “yes.”
