What the world needs now is more phone calls from fundraisers

I started my fundraising career at the American Red Cross. As I worked through one natural disaster after another, I observed that in times of crisis, we go through two phases. First, how do I ensure that I and my loved ones stay safe? Second, how can I help?

The most successful fundraisers I’ve met believe in the inevitability of that second phase—but hold space for the first. As disaster strikes, they pick up the phone immediately. They don’t convince themselves that no one wants to talk or that people don’t want to be bothered.

They pick up the phone to do what our profession does best: listen.

As we navigate today’s ‘disaster,’ fundraisers are struggling with what to do. Do we hold off on calling? Do we ask? Do we lay low until things get back to ‘normal’? We fear offending, coming across as crass, sounding tone deaf. 

But what we’ve observed in the past two weeks is that the world needs our profession more than ever. Isolated in their homes, people are craving authentic conversation. They want someone to listen. They want to share their stories. They want to share their hopes and fears. And, on the other side, they want to help.

When you pick up the phone to check in with supporters, you bring joy to them and to yourself. And you may just bring the joy of a gift to your mission.

Here’s how to get started…

Step 1: Make a list and set a deadline

As with most things in fundraising, the first step is to plan. Create a list of donors you will call and set a deadline for making the first round of calls.

If you’re a full-time major gifts fundraiser, you ideally already have your list: your portfolio of around 150 current and prospective donors. Now is the time to give each and every one of those people a call—even if you have never spoken with them before.

If you don’t already have a go-to list, here are some people to call:

• Your board members

• People who have given in the past year

• People who typically give in the spring

• People registered to attend your event that was canceled or attended in the past 3-5 years

Err on the side of inclusivity. We are hearing from fundraisers around the country that donors are grateful for calls—even if they haven’t met the caller before.

Set an ambitious deadline. In moments of crisis like we’re in, there is a clear window for authentic outreach—but it is small. Today, it feels genuine to call to ask how people are doing. Within a week or two, it will feel contrived.

Step 2: Just do it

Block out a few hours every day to make calls. These calls are the most important thing on your to do list—and the one thing that cannot wait.

Pick up the phone and start calling. To ‘warm up,’ start with people you know well. They’ll be easy to strike up a conversation with. Gradually move down your list.

If it helps you get going, write down a short script for yourself to kick off the conversations.

• For people you know personally: “This is Bianca from XYZ Nonprofit. I’m calling to see how you and your family are doing. I know Suzy was really excited about her senior year. How is everything going?”

• For people you don’t know personally: “This is Bianca Derouene. I’m calling on behalf of XYZ Nonprofit. Knowing what a difficult time this is, we are calling our supporters to see how everyone is doing. How are you and your family doing?”

When you don’t reach someone, leave a voicemail. If you don’t hear back in a few hours, send an email. Use email as a follow-up—not as a substitute for phone calls. Wherever possible, call directly (which demonstrates that you’re thinking of the donor) rather than scheduling calls (which will make the call feel more formal and agenda-driven).

Don’t overthink it. Not every call will be perfect. You won’t say the right thing every time. But as the adage goes: people don’t remember what you say, they remember how you make them feel.

Your call is an act of kindness in a time of fear, and that is the purpose of the call. Period.

Step 3: Drop your agenda and care for real

These calls are donor-centric fundraising put into practice. You need to care about the person you’re talking to simply as a person.

These days, you will also need to release your agenda.

As they answer your first question—of how they are doing—listen carefully, quietly, and empathetically. Show concern. Be curious. Give them space to share more.

When the time is right, share your own story—as a person and as a representative of your organization. But don’t worry if you don’t get to it on the first call.

This is the beginning of a new relationship—even with people you’ve known for years. Crisis forces us to embrace vulnerability and openness. We share with each other what really matters to us. Our fears and our hopes. And shared hopes are the foundation of philanthropy.

Step 4: Continue the conversations

Wrap up your calls by saying: “It was so great to talk with you. I’ll check in again in a couple of weeks to see how you’re doing.”

Set a reminder in your database/CRM.

And then do it.

Before long, your days will be filled with conversations. We are living through a unique time in fundraising. People are answering phones, returning voicemails, and eager to connect authentically with another person—almost any other person!

Make the most of it. Your donors will be grateful for your outreach. You’ll be filled up and inspired by the joy of these connections. And your organization’s mission will be advanced by the outcomes.

Maybe these continuing conversations involve additional time spent listening and empathizing. Maybe you start sharing a little more of your own story and your organization’s story.

Or maybe, soon, donors will start asking: how can I help?