From the course: Nonprofit Fundraising: Using Relationships to Drive Growth

The three phases of Cause Selling

From the course: Nonprofit Fundraising: Using Relationships to Drive Growth

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The three phases of Cause Selling

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- When you go into a doctor's office, you know that certain steps will be followed every time. You're going to wait in a big room. You're going to get your heart rate, weights and blood pressure checked. Then, you're going to wait more in a little room. Every job has predefined steps that enable the goal to be reached. It shouldn't come as a surprise then that regardless of the size or type of gift you are seeking, certain tasks must be regularly performed as part of your fundraising efforts. The concepts of cause selling are based on the idea that fundraisers sell every day, whether it's a cause, a mission, your program activities, your people, or an idea. When you, as a fundraiser, see your job in the light of cause selling, you open doors of opportunity for you, your organization and your donors. The cause selling cycle is made up of three phases. During phase one, gather as much information as you can about your prospect, before you even call or meet them. Search for and identify individuals with a passion or desire to give, who have the means to do so and have the authority to make the decision to donate. In the second phase, you will meet face-to-face with your prospect, spend time with them, learn more about their interests, passions, and needs in an effort to get to know them better as you begin forming the mutually beneficial relationship. In the second phase, you will meet face-to-face with your prospect, spend time with them. Learn more about their interests, passions, and needs in an effort to get to know them better, as you begin forming that mutually beneficial relationship with them. During this phase, you let prospects know about your organization's mission, vision, values, and programs. Give your prospect an opportunity to tell you about any reservations they may have in giving to your organization and respond to their hesitations. Now, you've reached the final phase. This is where you present compelling benefits to your prospective donor and ask them to make a financial gift to your organization. Once you've received the gift, you'll complete the final step in the cause selling cycle, stewardship. This is where you will acknowledge and recognize the donor's gift. Remember, humans are relationship-driven and cause selling is a relationship-driven fundraising model. As a cause seller, you want to build a relationship, understand what the prospect is interested in, what their needs are then assist them in understanding how your organization can help them fulfill those needs. Finally, show them how your organization is equipped to answer those needs and inspire them to make a gift. You've got this.

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