I was reviewing some material recently from a development conference I went to over a year ago. First thing I discovered is that it’s a good idea to get those binders out every once in awhile and review what’s inside. We all have several of these binders in the file cabinets in our office. You know….the ones they give out at conferences packed full of good ideas that we almost immediately put away and never look at again once we get back to the “real” world of fundraising.
The binder I was looking at recently came from an Institute for Charitable Giving conference called “The Art of Asking”. I’ll be the first to tell you that it was a great conference with a lot of interesting information, but most of it was pretty basic stuff.
Here’s the thing: the basics are what fundraising is all about! And, the good news is, they don’t change much over the years.
As I was paging through the binder the following information caught my eye regarding handling objections after making an ask:
- 27% of solicitors quit after the first objection by the prospect
- 11% quit after two objections
- 4% quit after the third objection
When asked about making contributions…..
- 73% of prospects stated that they asked an average of 3 questions before making a decision
This means that……
- 42% of solicitors have already quit before the prospect is ready to make a decision
Wow! I don’t care how seasoned a development director you are, these are facts we need to remind ourselves of often!
So, dig out those conference binders and dust them off. I think you might be surprised what you find inside.
Photo credit: Handling objections