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Cultivation Through Discovery Calls

Building relationships with donors and potential donors is a key element of successful fundraising. This relationship can be started with a simple phone call to a constituent. Picking up the phone and engaging in a conversation with a constituent takes strategy, planning, practice and courage.

The discovery call is an important tool used by development professionals to connect with constituents who have never given, have given but not provided an appropriate proxy for the donor’s first giving, or whose donations have stopped. This conversation leads to a greater understanding of the story of each individual – in his own words.

When done successfully, discovery calls provide valuable information for future work with prospective donors and help determine ways to involve them in your organization, known as cultivation. In addition, these conversations will ultimately help you determine when to ask the constituency for a gift as well as the amount, known as solicitation. The relationships you build will increase the potential of support for your program. This white paper outlines the importance and objectives of the discovery call.

The Call of Discovery

The discovery call initiates or rekindles the relationship and involvement of a component in your organization. The strategy behind making discovery calls is to learn more about the prospect and explore ways to best develop a relationship between the potential donor and your organization. This process is used to reach both individuals who have never made a gift to your organization, as well as past donors who have been lost to your organization. The discovery call is the first step in engaging potential donors and creating a tailored planting plan.

To successfully conduct a discovery call, your conversation should include the following:

Listening and Participation

Listening is an important aspect of a discovery call. The goal is to not only tell the donor what’s going on in your organization, but to have a conversation. Don’t make the mistake of talking too much – let the constituent tell his story. The call should “discover” the constituent’s interests so that your organization can incorporate those interests into your development plan for this donor. If you show interest in the donor, they will be more inclined to open up to you, become more involved in your organization, and ultimately make a gift.

Remember, the purpose of this conversation is to “discover” them – their personality, their interests, their opinions, their “story” as well as their philanthropy. To get them involved, prepare a list of open questions. The more you ask, the more you will learn. The more engaged and interested you are, the more engaged they will be. Whatever happens, you have started a relationship with this person. The goal is to establish the kind of relationship that can be developed over time.

Developing a Philanthropic Profile

A philanthropic profile helps you understand a potential donor’s priorities and motives. Start with personal information obtained from the database. This information may be obtained through previous contact with your organization or through their giving history (if they have one). If you are conducting a database screening, use this information as additional insight to develop questions to include in your call. Both of these sources may include likes, dislikes, hobbies, activities and other organizations in which he is involved. Ask the donor to share their story of involvement or connection with your organization, as well as their experiences with other organizations. It identifies the interests and activities that encourage their participation, helping you understand how your organization works.

Train and Connect

Volunteers in an organization play a major role in the cultivation process. An organization, especially in the nonprofit sector, works better with a team approach. The metaphor to describe why a team approach works better is to think with one hand. A development officer is only one person – a finger. It takes more than a finger to pick something up. The involvement of volunteers and donors in the development process will increase the fingers of the hand – with two fingers and a thumb, you can pick things up. Together with the development officer, volunteers and donors; your organization can successfully receive donations, achieve goals and grow.

Often volunteers and program staff are the development officer’s best resources. These individuals are able to connect with potential donors as peers or as individuals with common interests and enhance the success of employees in development. Volunteers join an organization because they want to, not because they are paid to and the simple part of sharing why they volunteer with an organization makes the conversation personal. Program staff can share specific knowledge and passionate on-the-ground insight into areas of shared interest with a prospect. While making discovery calls, volunteers can also tell the story of their own involvement and connection with the organization. Intrinsic motivation combined with asking leading questions about the potential donor’s interests will always allow for a meaningful conversation, which will ultimately lead to constituent involvement in your organization.

When working with any volunteer conducting discovery calls, it is important for the development professional to provide call objectives as well as sample questions to the volunteer to aid their work. Sample questions include:

• Tell me about your experience with our organization?
• Tell me what has inspired your past gifts to our organization?
• I noticed while reading our records that you are a frequent donor to our organization – Thank you! – tell me what keeps you making gifts to us?
• I noticed that you always gave and in (year) stopped. What changed in you that affected your decision to stop giving?
• What does our organization need or can do to reconcile with you?
• What was your first philanthropic gift that meant the most?
• What organizations are you involved in?
• Are there organizations that you regularly contribute to?

Acting out Discovery calls don’t guarantee a gift once you hang up the phone (after all, you’re not asking for one). They begin the relationship that, later, may result in the first or subsequent gift. Until then, donors want to feel connected to the organization. Use the information from the discovery calls to form a planting plan that will allow the donor to feel like an active part of the organization, beyond the monetary involvement. Remember, discovery calls should remain conversational and focus on building a relationship and determining interest and potential. Once you have the information, be sure to transcribe it and update the prospect file.

Conclusion The increased focus on annual, major and planned giving initiated by fundraising campaigns creates a greater need for implementing discovery calls. The relationships you build from discovery calls will increase support for your programs and welcome more constituencies to your organization’s efforts.

If the call’s discovery goals are executed correctly, the call should lead to donor cultivation in your organization. Cultivating donors provides an opportunity to engage volunteers in meaningful work. It develops relationships with supporters that allow your goals to be achieved in an easy and timely manner.

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