Who is Your Trailblazer? – Cultivating the First Gift
Posted by admin on Apr 18, 2012 in Blog, Fundraising | 0 comments
SFX: DOORBELL RING; TWO TONE “DING-DONG”
SFX: DEADBOLT, SQUEAKY FRONT DOOR
Scout: Good afternoon. My name is Mark Whitlock. I’m a Scout with Troop 70 here in Stone Mountain and I am raising money today for the Muscular Dystrophy Association. You know, Jerry’s Kids? Would you be willing to give something?
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| Space Shuttle Columbia Astronaut Michael Anderson who “helped blaze our trail to the stars.” Photo by Ron Trees |
It wasn’t the smoothest approach, but not bad for an 11-year-old wearing a uniform and carrying a Mason jar. I rang four door bells of my neighbors before anyone donated. The first person who donated didn’t even say anything to me. He was an older man. He reached in his pocket, pulled out some change, and plopped it in the jar. I had to say thank you around the closing door as he turned to walk away.
There was money in my Mason jar. The next gift came easier. Then someone gave bills instead of change. Then another neighbor wrote a check.
I raised $116 (and change) that day, rode my bicycle to DeKalb College, and ended up appearing of TV during one of the local cutaways during the telethon.
I reflected on this hot, Georgia, Labor Day recently when a radio station with whom I’m working emailed. They were struggling to receive a first gift during a campaign. The on air staff and management were getting stressed out and discouraged?
What’s not working?
I told them the MDA story. To this day, I’m not sure why I didn’t give up and go home. What if seven doorbells had to be pressed before anyone gave? Would I have given up then?
If you’re struggling to receive the first gift in your efforts, remember to persevere to find the trailblazer. The other gifts will come easier. Once there is “money in the Mason jar”, other gifts will come.
The station received their first gift from a trailblazer the next day.
How Do We Find Trailblazers?
I believe trailblazers fall into one of three categories.
- Those who have given before and are moved to give again
- High I personalities (those you would describe as fast-paced, people-oriented… the life of the party)
- Those who like to be first
The most successful campaigns occur when a trailblazer gives early.
Tailor Your Early Appeals
Communication Rule #3 is “Speak as if you are speaking to one person and one person only”
Begin your campaign by speaking directly to the trailblazer types. Craft your appeals according to the categories. Rotate through the three different types until a trailblazer emerges
Go Behind the Scenes
How well have you cultivated your “raving fans” list?
If you’re a church, you know your congregation well. Who among the list would be most likely to be a trailblazer? Which category does each potential fall into?
Consider crafting for each type a casual, no-pressure email or bullet points for a phone call. Then reach out to them according to their style.
Note: This differs greatly from a tactic sometimes called “priming the pump” or “early giving”. Both can seem manipulative to the donor and to the rest of your audience.
Honor Your Trailblazers
When one or more come on board, figure out a special way to thank them. Start with a personal, handwritten note. Where do you go after that? The sky’s the limit… just make sure to honor the trailblazer’s wishes. Some who aren’t the life of the party may shrink from public praise.
How have you succeeded in involving trailblazer?
Tell me your story in the comments below.