The Influential Fundraiser: Using the Psychology of Persuasion to Achieve Outstanding Results

323 Pages·2008·2.03 MB·English

by  Bernard Ross

T
(Continued from front fl ap) h THE
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•
Build rapport with “difficult” or n Influential
“different” people Praise for The Infl uential Fundraiser
Inf luential
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Handle a “no” response
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• Create an impact with large groups “The Infl uential Fundraiser is dazzling! This is the most original piece of work I’ve seen in the u FUNDRAISER
fi eld of fundraising in years—yet it’s down-to-earth, wonderfully readable, and eminently
• e
Learn from failure practical. If you’re involved in fundraising, whether major gifts, legacies, direct mail, tele-

fundraising, or just about any other specialty, do yourself a favor: buy this book! If you fol- n
The Infl uential Fundraiser is international in scope With the explosion of uninspired e-mail solicita-
low Bernard Ross’ and Clare Segal’s advice, you’ll be sure to raise more money.”
and includes helpful suggestions for dealing with t tions, dull fundraising dinners, and cookie-cutter
a wide range of cultural and diversity issues. —MAL WARWICK, author and president, Mal Warwick and Associates i FUNDRAISER direct mail campaigns, donors are demanding a
a new, personalized approach when being asked for
In addition, the book explores the importance of
“How curious are you? Curious enough to dive into the most recent work of Ross and Segal l money.
infl uence more generally and off ers techniques
as they apply their vast insights and intuition into developing professional fundraisers? F
for persuading your board to invest in your ideas, Drawing on the authors’ practical experience and
Packed with common sense, intellectual rigor, and practical steps, The Infl uential Fundraiser
U
engage a powerful advocate to speak for your the most current psychological and neurological
explores the psychology of twenty-fi rst century philanthropy and provides key tools for the
cause, and motivate teammates when their con- N research, The Infl uential Fundraiser off ers a wealth
fundraiser to succeed in this challenging charitable environment.”
fi dence is low. of approaches that will help fundraisers make sig-
—SUE-ANNE WALLACE, CEO, Fundraising Institute Australia D
nifi cant and successful creative “asks” for money
With this toolbox of diff erent approaches, any R
from donors . . . in person. Written by Bernard Ross
nonprofi t professional can be transformed into an “Ross and Segal bring fresh perspectives and a host of new ideas to the fundraiser-donor A and Clare Segal—two leading experts in the fi eld
infl uential fundraiser. relationship, and The Infl uential Fundraiser itself is an easy and fascinating read that will be
I of international nonprofi t fundraising—the book
useful on many levels. They have pioneered a new approach in fundraising that will be used S off ers step-by-step guidance for gaining confi dence
for decades to come.” E and learning the necessary skills and techniques
—PAULETTE V. MAEHARA, CFRE; CAE; president and CEO, Association of R fundraisers must have to build successful relation-
Fundraising Professionals ships and raise substantial amounts of money.
The Authors USING THE PSYCHOLOGY OF PERSUASION Written in a accessible, engaging style, The Infl u-
“Fundraisers at every level will fi nd Ross’ and Segal’s ideas on how to improve the ways they
ential Fundraiser will help you to be both highly
BERNARD ROSS is co-director of The talk to—and win over—high-value donors both exciting and stimulating.”
eff ective and very fl exible. The 5 P model outlined
Management Centre (=mc), an internationally —LINDSAY BOSWELL, CEO, Institute of Fundraising UK TO ACHIEVE OUTSTANDING RESULTS
in the book—Passion, Proposal, Preparation, Per-
based management consultancy working & B
E suasion, and Persistence—will help fundraisers
C
exclusively with charities and other not-for-profi t R
L and volunteers learn invaluable skills needed for
organizations. A N BERNARD ROSS
R A fundraising success including how to:
CLARE SEGAL is co-founder and co-director NONPROFIT/FUNDRAISING E R •
D Meet specific donor challenges
of The Management Centre. She has played a CanUa.dSa. $$4393..9955 SE R •
leading role in building =mc to become a leading G O Shape ideas into effective, memorable
player in the consultancy and training world. A S & CLARE SEGAL messages
L S
www.josseybass.com •
Decide what can be gained from a
particular situation
(Continued on back fl ap)
Ross fend.tex V3-10/13/2008 8:53pm Pagei
Ross fend.tex V3-10/13/2008 8:53pm Pagei
Praise for The Influential Fundraiser
‘‘InthisbooktwooftheUK’smostinfluentialfundraisingthinkersgetinside
the mind of the donor, and produce some unique, fascinating, and useful
insights. Essential reading for the donor-centric fundraiser.’’—Giles Pegram,
directoroffundraisingNSPCCUK
‘‘Breaking news...! You have the potential to be your organization’s
biggest single competitive advantage...! You can make a real difference in
yourfundraisingbyapplyingRossandSegalfundraisinginfluentialprinciples.
Inmyjobasinternationalvicepresidentforfundraisingatoneofthelargest
developmentorganizationsworkingwithpeoplewithdisabilityinthepoorest
countriesoftheworld,Ineedbreakthroughandchallengingideastostimulate
andleadourfundraisingteams.Idefinitivelyfoundplentyofthoseinthismust-
read exceptional book.’’—Pierre-Bernard Le Bas, vice president, international
fundraising,CBM(ChristianBlindMission)
‘‘BernardRossneverceasestoamazemewithhisabilitytoengagepeople’s
attention and make individuals and groups want to do his bidding. I have
wantedtobottlethosesecretsformyself.ThisbooksharessomeofBernard’s
secrets,andgivesthereaderaninsightintohowtoinfluencepeople.Intoday’s
competitivefundraisingenvironment,thisbookhastorepresentawonderful
returnoninvestment!’’—CarolineHarper,CEO,SightsaversInternational
‘‘This book will help you to getright inside the minds of donors—from
thewaytheytakeininformation tohowtheymakevitaldecisions. Itshows
you how to overcome objections and, most importantly, how to develop
a win-win relationship that will stand the test of time.’’—Isabella Navarro
Grueter,CFRE,developmentdirector,UniversidaddeMonterrey,Mexico
‘‘This book is critically important for CEOs, board members, volunteers
andfundraisers,andanyoneelsewhoseekstopersuadeotherstosupporttheir
causebecauseittrulyhelpsyoutogetrightinsidethemindofadonor,board
member, or someone whom you seek to influence. It helps you understand
howtheylistenandperceiveinformationandthenhelpsyouunderstandhow
best to communicate persuasively. It is based on serious research, anecdotal
Ross fend.tex V3-10/13/2008 8:53pm Pageii
evidence,andtherichexperienceoftheauthors.Whilethoughtprovokingand
challenging,itisatthesametimeintenselypracticalandthereforeimmediately
useful. If you’re looking for new ways to share your vision and mission and
inspireotherstojoinwithyou,thisbookwillbecomeyour‘‘Bible.’’—Geoffrey
W.Peters,presidentandCEO,CDRFundraisingGroup,Bowie,Maryland
‘‘The Influential Fundraiser is dazzling! This is the most original piece
of work I’ve seen in the field of fundraising in years—yet it’s down-to-
earth, wonderfully readable, and eminently practical. If you’re involved in
fundraising, whether major gifts, legacies, direct mail, telefundraising, or
just about any other speciality, do yourself a favor: buy this book! If you
follow Bernard Ross and Clare Segal’s advice, you’ll be sure to raise more
money.’’—MalWarwick,author,andpresident,MalWarwickandAssociates
‘‘How curious are you? Curious enough to dive into the most recent
work of Ross and Segal as they apply their vast insights and intuition into
developingprofessionalfundraisers? Packedwithcommonsense,intellectual
rigor, and practical steps, The Influential Fundraiser explores the psychology
oftwenty-firstcenturyphilanthropyandprovideskeytoolsforthefundraiser
tosucceedinthischallengingcharitableenvironment.’’—Sue-AnneWallace,
CEO,FundraisingInstituteAustralia
‘‘Ross and Segal bring fresh perspectives and a host of new ideas to
the fundraiser-donor relationship, and The Influential Fundraiser itself is an
easy and fascinating read that will be useful on many levels. They have
pioneered a new approach in fundraising that will be used for decades to
come.’’—Paulette V. Maehara, CFRE; CAE; president and CEO, Association
ofFundraisingProfessionals
‘‘Giving will always be intensely personal, so it only makes sense that
psychology can play a key role in understanding and approaching donors.
The Influential Fundraiser is an outstanding volume that can help not just
fundraisers, but board members and others, win over major donors and
connect them to giving opportunities that will make a difference to the
organizationandthedonor.FundraisersateverylevelwillfindBernardRoss’s
and Clare Segal’s ideas on how to improve the ways they talk to and win
over high value donors exciting and stimulating.’’—Lindsay Boswell, CEO,
InstituteofFundraisingUK
Ross ffirs.tex V3-10/13/2008 8:50pm Pageiii
The Influential
Fundraiser
Using the Psychology of Persuasion
to Achieve Outstanding Results
Bernard Ross & Clare Segal
ersu a sion
P
ro posal
P
Persisten c e
Preparati o n
n
Passi o
Ross ffirs.tex V3-10/13/2008 8:50pm Pageiv
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LibraryofCongressCataloging-in-PublicationData
Ross,Bernard,dateTheinfluentialfundraiser:usingthepsychologyofpersuasion
toachieveoutstandingresults
BernardRossandClareSegal.—1sted.
p.cm.
Includesbibliographicalreferencesandindex.
ISBN978-0-7879-9404-4(cloth)
1. Fundraising. I. Segal,Clare,date-II.Title.
HG177.R6672009
658.15’224—dc22
2008039263
PrintedintheUnitedStatesofAmerica
firstedition
HBPrinting 10987654321
Ross ftoc.tex V3-10/13/2008 8:55pm Pagev
CONTENTS
Acknowledgments vii
Preface ix
Introduction xv
1. Influence—What It Isand WhyYouNeed It in
YourFundraising 1
Part I Passion 11
2. FocusingYourPassion—Intelligently 13
3. Understanding DonorMotivations 29
Part II Proposal 47
4. Making YourCase 49
Part III Preparation 71
5. ShapingOutcomes 73
6. BuildingSelf-Confidence—The Inner Game of
Influence 93
Part IV Persuasion 113
7. BuildingRapport 115
8. Speakingthe Language ofInfluence 137
v
Ross ftoc.tex V3-10/13/2008 8:55pm Pagevi
vi CONTENTS
9. Understanding TheirPointofView—Perceptual
Positions 157
Part V Persistence 179
10. Helping DonorsSay‘‘Yes’’ 181
11. Dealing with Objections 205
12. Conclusion 229
AppendixA Accessing EyeCues 237
AppendixB Using Richer Language 245
AppendixC Translating YourCase—Matching
Preferences in Proposals 249
AppendixD Influencing in aGroup 259
Glossary 279
Bibliography 285
TheAuthors 289
Index 291
Ross fack.tex V3-10/13/2008 8:57pm Pagevii
ACKNOWLEDGMENTS
Thanks to our outstanding editor, Allison Brunner, whose
encouragement and—occasional—cajoling helped make this
project a reality. We can teach her nothing about influence she
doesn’tknow....
Thanks also to our many friends and colleagues in The
Management Centre who provided help, advice, and challenge
when it was needed. Special thanks to Angela Cluff for her
supportand inspiration.
Finally,thankstocopyeditorsMickeyButtsandDavidHorne
fortheir invaluable advice.
vii
Ross fdedi.tex V3-10/13/2008 8:59pm Pageviii
In memoryof ourdear andinspirational friend
BetoViesca