When I worked in sales, the ABC’s of sales was “Always Be Closing”. The phrase is the name of a play by David Mamet that became the movie Glengarry Glen Ross. One of the most famous lines ever quoted from movies and helped Alec Baldwin’s movie career. Feel free to Google the clip, but warning, it is pretty vulgar in its speech.
The term means that every action you take with a prospect is about closing the deal. From acquiring their attention to getting their signature, always be closing. From creating their interest in the property, to seeing themselves in the property, to helping them make a decision, always be closing.
I have often said that Fundraising and Sales are close cousins, but please don’t imagine me as Alec Baldwin (really, I am better looking) berating your staff and board on their efforts to acquire donors. Instead, let’s take the concept of the ABC’s of Sales and develop the ABC’s of Non-profits.
Perhaps the ABC’s could mean “Ambassadors Believing in their Cause.” That is good. Every member of your leadership and staff should always be focused on being an ambassador for your organization. Able to share the story and mission of your organization on demand, or offer a few stories about those impacted by your work. I like this, but the endgame is not as clear as “Always Be Closing”.
What about “Always Be Courting”? I also often say that Fundraising requires Relationships. So what is more about creating relationships than the concept of “courting”? Learning about someone and seeing what type of relationship that you and them are interested in. Is it an acquaintance, perhaps a friendship, or something more intimate?
I have talked about cascading before in my writings. Imagine a champagne glass tower. You pour the champagne into the top glass and then it flows to all the glasses below without missing a drop. Thus it cascades from one glass to the next. Champagne is a truly a fine beverage, that regardless if consumed by all, the value is recognized. Thus your prospect should be like champagne. Someone that you want to savor every drop and is highly valued. They are also someone that you have a plan to capture no matter what. If it is not as a major donor, can they be on your board? If not on your board, can they be on a committee? If not on a committee, a sponsor or table captain? I think you get the idea.
Relationships take time and commitment. If you have made such an investment, you don’t want it to be lost because it was only an all or done option for the relationship to continue. Be sure to have a plan on the other ways the relationship can progress. That could be a smaller sustainable gift, an invite to an event or a place on a committee. There are also relationships that you decide you don’t want, and therefore need to be blessed and released.
I won’t belabor the relationship metaphor. I do want to point out though that this does not only apply to donors. “Always Be Courting” also applies to board members and staff.
Yes! Staff. Be ready and be prepared when it is time for you to grow your organization or replace someone. Have potential co-workers in mind when opportunity strikes. One of the biggest challenges for fundraisers and organization is that they were 9 months behind getting someone in place. If you are always courting potential co-workers, you are asking not only when you are ready but also when the opportunity was present (think prom or homecoming, couldn’t resist). Especially, when it comes to staff, don’t be afraid to act when it feels right. Especially if you are talking about development staff. Fundraisers literally pay for themselves.
So how do you “Always Be Courting”. I am going to go a little more Hallmark movie and a little less Alec Baldwin here. A former board chair put it best, and I have used it since then…”Put your organization hat on at least once a week for 10 minutes.” The type of people involved in the leadership of non-profits carry calendars and know when they will be around the people they are looking for. Just like in the Hallmark movies when those coincidental (yet orchestrated) encounters occur.
It is a little more challenging now in this pandemic/ post COVID era. There are still chance opportunities. If you enjoyed someone’s input on a zoom call, connect with them on LinkedIn. Don’t discount the ability of people to make e-connections. Ask some of your fiends via email or IM for connections that fill desired traits, skills, or characteristics and someone will facilitate a connection.
Be prepared with a highlight or impactful story that anyone listening, that would be interested, would inspire someone to inquire further. Then when they do, be prepared to connect them or set up a next conversation. It is about making the most of that chance encounter. (Okay, a little Alec Baldwin here) Make sure you never leave a meeting with at least another meeting.
So “Always Be Courting”. Whether it is for a donor, board member, or future co-worker. Put on your organization hat for at least 10 minutes a week for those “chance encounters”. Be prepared with a good story or highlight. Help those relationships flourish by learning about the ones you are courting and toke take any relationship for granted.
