When does “NO” mean “KNOW”

One of the first things that I learned in sales that when you approach a customer and ask “May I help you”, the customer defensively responds “NO” or “No Thank you”, but a good salesperson understood that really just meant they wanted to “KNOW” more. This was for many reasons, the most common as that within a few minutes that same customer would be seeking guidance for the item which they had walked into your store for, whether it be jewelry, electronics, cars, or lawnmowers.

The other big reason is because, except for clothing and groceries, most things are not a monthly or even an annual purchase. Think about car shopping, or computer shopping, and for the vast majority…phone shopping. Therefore, consumers need guidance to make informed decision amongst the 100s or 1000s of choices. The internet can be a valuable resource, but there is as much misinformation as there is information.

In fundraising, this is just as true when it comes to funders and grants. Receiving a grant requires a strong solid relationship just like getting a gift from major donors. That is why when you get a rejection or “NO” from a funder, it is your first invitation from the funder to get to “KNOW” you and your organization.

Most funders receive more applications for funding than they can review. Like resume’s for a job posting, the average review is less than 2 minutes. The exception is when someone is familiar with an applicant.

That is why when you get that first NO, it really means I (the funder) wants to “KNOW” more. This is your opportunity to begin a dialogue with the funder by contacting the author of the rejection letter. Then ask how you can improve your chances next time.

In my experience, I have never had a funder not be willing to help. As a result, 55% of the time, the organization received funding the following year. Here are some ideas on how to start and maintain that dialogue.

• Get that one-on-one meeting. Take a moment to call, email and show-up to get that meeting with the person who sent you the letter. They may have a good gatekeeper, but tenacity demonstrates your interest in a dialogue and at a minimum will get you re-directed to another valuable resource.
• Be present. Most funders put on seminars or open house or lunches. Make sure you and/ or your organization is represented at these activities. Be present by asking questions, giving feedback, and networking at these events. Do not forget to introduce yourself to the funders principals at these events.
• Include the funder. If you are hosting a public event (especially if it is free), invite the funder. Sometimes they will come, especially if the invitation is personal and the event demonstrates impact of the organization.
• Ask for feedback. If you plan to apply, talk to the funder and see if your organization’s potential request matches the funder’s objectives. See if there is a particular program that the funder’s representative identifies as a match to funding objectives.

These are just a few ways to improve your chances with grant funders. If you would like help building relationships with funders and major donors, PB&J marComm is happy to help. Please contact us for a complimentary consult.