What Would You Like To Enjoy?
There’s a restaurant tucked up in the green hills of Vermont, not far from the New Hampshire border, that gets it right. As soon as you sit down for dinner, you’re greeted – as you would be at almost any other reputable establishment – by a smiling server prepared to take your drink order. But instead of hearing, “What would you like to drink?”, you’ll hear the same question framed in a different way. Here, they ask, “What would you like to enjoy?”
Asking it this way makes all the difference. Rather than focusing simply on the beverage itself, it prompts the guests to imagine themselves sipping that drink and how doing so will make them feel. A margarita might help someone feel festive. A gin and tonic – sophisticated. A glass of wine – relaxed. An iced tea – refreshed. The way a drink makes you feel is much more important than how it looks or even how it tastes.
This same idea can be applied in annual giving. When it comes to soliciting charitable gifts, there is often too much emphasis placed on the monetary aspects of the potential donation: “Would you consider a gift of $100 to help us reach our goal?” When you take this approach, you’re really just asking for a donation for the sake of a donation.
Instead, focus on what that donation will accomplish and how giving a gift will make the donor feel. Will they feel like a leader? Will they feel like they belong to something important? Will they feel like they’re making an impact?
With this in mind, try framing your solicitation a different way: “Will you become a leader in our community and make a difference in the life of a needy student with a gift of $100?”
Want to learn more? CLICK HERE for AGN’s Webinar on Meeting with Donors & Prospects.