It is Saturday. I start my day by listening to BBC Radio 4. The interviewer ends every interview with “It is good to talk to you”. SO WRONG.
Then I go onto LinkedIn and read “we often forget to talk to donors.” WRONG.
Talking discovers nothing.
On all occasions we should be listening to donors and prospects. It is the only way to understand their motivations, information needs, engagement needs.
My life is full of questions to supporters, and service receivers and service providers. I guess I have asked around 850,000 questions since I started focus groups. It is my invaluable source of guidance. It is my only source of strategic guidance.
Listening to these awesome supporters often brings smiles to my ears and tears to my eyes. It also identifies the foundations of every fundraising strategy.
The word “learn” has ear in its centre and it should be the centre of our fundraising voice.
Stop talking start listening. In other words, shut up.
It frustrates me that listening techniques are not part of fundraising training. Without it we are ignorant