5 STEPS TO TURN A NO INTO A YES
You just had a fabulous meeting where you talked with a donor about a very special gift. And then, after several days on tenterhooks, the donor let you know that No, they wouldn’t be supporting this project.
Or your annual appeal went out, and so many of the people you thought were going to donate, just didn’t.
And then you approached the perfect potential board member, who listened carefully to everything you told them, and then declined your invitation.
No! No! NO! It’s a word that I—now a consultant, then a fundraiser, and before that a salesperson, have heard more often than the word I generally long to hear. YES. Yes I will. Yes, this is exactly what I wanted. Yes, I will do this or that or even the other thing.
But, as I always say, except for dating, no doesn’t always mean no. It may mean not right now. Not for this, but probably for that. When you get a no, your job is to find out if it can be turned into a yes, and if so, what that will take.
There are 5 important steps to take:
The first thing you must do when you get a no is to thank the person who broke your heart! Thank them for listening, for considering, for giving you an opportunity to share with them important information.
Find out what the no means. How? Ask! We need to stop being afraid of being direct. In my very long sales and fundraising experience (over 50 years!), clarity is something everyone appreciates, and is, alas, something most people fear. “I hear that you are not convinced about this gift. Can you tell me a little more? Is there something I could do to make you feel more comfortable?”
Once you know what that no means, move the conversation forward. Sometimes this won’t get you to yes right now, but it will set you up for success later on. And given that fundraising really is about relationships, don’t think that you must consummate every deal this minute. You have time to nurture this relationship.
Speaking of nurturing, was there anything your prospect said where you are in agreement? Make sure you bring that agreement to the forefront. On the other hand, if there are no points of agreement, just contention, do talk about that. But do it in a non-threatening and inclusive way. Not, “Wow, are you stupid for thinking this or feeling that,” but rather, “I can understand where you are coming from. It IS an expensive/complex/maybe even frivolous idea….AND (never but)….” and then restate why it is important.
End every conversation with an action step. Generally, this should be an action YOU will be doing. “I appreciate that this is the wrong time for you. I will get back in touch in June.” And then make sure you do it. “OK, let me come up with a way that might be more appealing for you.” This could be a pledge over several years; less investment; an opportunity to name something at that level—or not to name at a lesser level. Or, “I will set up a meeting…..” with whomever can sell this or make the prospect feel more loved. And then do everything in your power to make it happen, sooner rather than later.