Enrolling Prospective Donors
This is NOT semantics, but rather a very important distinction in prospect management.
Here’s an example:
I say that you MUST see this movie I recently saw and proceed to give you all the times it is playing at multiple area theaters. I tell you again that you’ve GOT TO GO. I then ask you which theater and what time you plan to go. I am trying to “register” you for the movie. I want you to go so badly that I am willing to create what I believe to be a fool-proof way to enable you to get there. I might even offer to babysit the kids, so you and your spouse can go to this great movie.
What response might I get? Was I a bit pushy? Will you run out to see this movie?
Or I could say, “Last night my wife and I saw a wonderful movie. It moved us like none other we had ever seen. In fact, not only did we talk about it the entire ride home, we were still talking about it at breakfast. I can’t remember when a movie had such an effect on us.”
What response might I get from you now? How about a question from you asking me the name of the movie and where it is playing?
When we are so excited about our organization’s mission that we try to register prospective donors without enrolling them first, they see us as “selling”.
When we take the time to let the prospective donors feel how we feel, or hear a compelling story without a registration, we have created a “buying” experience.
It becomes idea of the prospective donors to get involved with your organization. We want board members to talk about their experience and get others to ask why they are involved. Are your board members and volunteers doing this?
Written by: John J. Corcoran
President & CEO
D’Alessandro, Inc.
