We know solicitations can feel awkward, period. So, if you feel uncomfortable or apprehensive about the idea of a solicitation over Zoom, you are not alone. However, in reality, the preparation and execution of a virtual solicitation is largely the same as it is in-person. By using your normal approach as a guide and making a few key adjustments, you can improve your virtual solicitation experience for yourself, your volunteers, and your donors.
Why go virtual?
EDEN+ published this Corona Virus and Philanthropy blog post around one year ago, just as the United States was beginning to process what life with COVID-19 would look like. Last week, the Associate Press published an article titled “Pandemic puts 1 in 3 nonprofits in financial jeopardy”— citing a recent study by the philanthropy research group Candid and the Center for Disaster Philanthropy. If there is anything that has become clear over the last year it is this: Now is not the time to resist change. To survive these unprecedented times, nonprofits must continue to think outside of the box and try new approaches.
“At first I wasn’t sure if virtual solicitation would work. But over time, we realized that virtual meetings have been beneficial, especially for the “snow birds” on our committees who, in a normal year, wouldn’t be able to participate face-to-face.”
-Sara Wilson, Development Director, On With Life
Not only are virtual solicitations a safe way to follow the CDC’s COVID-19 guidelines, but they also offer a convenient way for nonprofits to secure meetings with potential donors who are out of town or extremely busy. By mastering the art of virtual solicitations now, you will be able to confidently rely on this tool well into the future— even after COVID-19 subsides!
Basic solicitation prep
The basics of solicitation preparation are the same whether you’re sitting across the table from a donor or sitting across the country. Before you click on that Zoom link, make sure to brush up on the donor's background, pay close attention to your proposal strategy, and have a mistake-proof plan for success.
“In instances where individuals share an organization Zoom account, it’s helpful to understand who is actually logging in and “hosting” the meeting. We ran into a situation once where there was no host, and it was awkward to navigate when people needed muting.”
-Sara Wilson, Development Director, On With Life
“Definitely test out the technology beforehand. Make sure you understand the audio, video, and screenshare buttons and that your internet connection is stable. If all else fails, have a Plan B that you can quickly pivot toward. And if you're tag-teaming a solicitation phone call, determine beforehand how you and the other person representing the organization will communicate in the absence of non-verbal cues to have smooth transitions, such as by sending texts or direct messages.”
-Megan Kassmeier, Director of Development, Bergman Academy
As with any in-person solicitation meeting, you should come to a virtual solicitation prepared with a succinct proposal tailored to that specific donor. A personalized touch can change what would be a “no” to a resounding “yes” in no time. Even if a donor has a well-known or deeply rooted connection to your organization, push yourself to dig deep and find a new way to connect with them. Your proposal should explain your organization’s current need, place the prospect in a position to bring about substantial change, and provide a clear partnership opportunity. By customizing the content of the meeting to the donor, you’re making them feel vital to the effort.
“Many of us are accidentally showing off kids, pets, and other personal elements of our life during virtual visits. Leave time and space for people to show off their dog and you can pick up yours. Or if you are talking about legacy ask if a donor has a photo on their wall of a loved one they feel connected to. Life is not business as usual so feel free to lean into that intimacy.”
-Tyler Timko, Senior Consultant, EDEN+
“There is nothing more culturally important that sharing a meal or experience with others. That is why we do lunches and coffees and face to face meetings. Replicate that feeling by having a treat delivered that you can both enjoy at the same time. Chocolate from the local sweets shop or a single serving glass of bubbles that feels celebratory with a virtual Cheers!”
-Sarah Stephany, Associate Director, EDEN+
Still, nothing can tank a solicitation meeting faster than disorganization. When you head into solicitation meetings—virtual or not—be sure to always have a plan for anything that could go wrong. Ensure everyone on your team clearly understands their role in the process and practice together several times before the day-of.
5 key adjustments for virtual solicitations
1. Request a face-to-face video call
When reaching out to a potential donor for a virtual solicitation meeting, it is very important to explain that you would like to meet face-to-face over a video call. If the donor suggests meeting over a phone call, explain that the video platform will allow you to share more detailed information with them in real-time.
2. Make your intentions clear
In addition to clearly requesting a video call, also be sure that you express your intention to discuss their support during the virtual meeting. No one likes a surprise solicitation—especially not one over Zoom. Donors will appreciate being treated like a vital part of the organization and not like a last-minute thought.
Not sure how to approach this? Here’s a suggestion: “Even with the burden of social distancing, we’ve been able to have many thoughtful conversations over Zoom lately. I’d love to schedule a time to chat with you virtually about our upcoming plans and discuss your support.”
3. Timing is everything
Consider blocking out more time than you expect to need when scheduling a virtual solicitation. Technology issues can pop out of nowhere and steal precious time; it’s always better to be safe than sorry. Plus, no one minds when a meeting wraps up early!
When preparing for your virtual solicitation presentation, keep brevity front-of-mind. Zoom fatigue is real! The best way to ensure your potential donors are engaged in the call is by focusing on conversation that includes them in the dialogue.
4. Share materials ahead of time
A great way to avoid droning on for several PowerPoint slides in a row is by sharing the meeting’s materials with the prospect ahead of time. If you send over the materials in advance, your prospect will likely feel more comfortable coming into their virtual solicitation and the call can be more discussed-based.
“It’s vital to have your organization’s key data on the website. In email correspondence, be sure to include hyperlinks to important information. Beyond that, look into new technology that customizes the donor experience. We’ve started using a cool product called Ovrture which allows you to personalize a website for your donors.”
-Joan Bindel, Senior Director of Development, MercyOne Des Moines Foundation
“During virtual solicitations and discussions, it's often harder to tell if someone has finished their thought, so interruptions or speaking over each other is a lot easier to do unintentionally. Try to keep the pace of your responses a little slower to accommodate and watch for non-verbal cues as much as possible. Don’t be afraid to repeat back their questions or comments to make sure you truly understand.”
-Megan Kassmeier, Director of Development, Bergman Academy
5. The Virtual Ask
When the time comes to make the virtual ask, make sure to look at the donor. We know what you’re thinking: “Duh?” But pause for a moment to consider where your eyes tend to go on video calls— on yourself! We’re all guilty of this habit, but don’t forget to do everything you can to make confident eye contact with your prospect when conducting a virtual solicitation.
“Keep the emphasis on face-to-face conversation rather than screenshare to make it more personal and less like a presentation. Using speaker mode instead of gallery has helped me make sure my focus is truly on the other person.”
-Megan Kassmeier, Director of Development, Bergman Academy
More than anything, don’t tiptoe around the solicitation when the time comes. By this point in the call, the prospect knows what to expect. Leaving out an ask after setting one up can leave donors feeling confused and frustrated. Beyond that, waiting to ask can be costly.
Following up on virtual visits
Immediately following your virtual solicitation, send the donor a quick follow-up thank you email. If they closed their gift, outline exactly what was agreed upon. If they are taking time to reflect on their decision, remind them of your next meeting time.
If you really want to stand out, consider also sending the donor a handwritten thank you note. Just because the solicitation was virtual doesn’t mean your gratitude has to be too! Doing whatever you can to make your donors feel special will always pay off.
“Thank you notes are a great time to include information to prepare and excite donors to return to your organization on site as soon as safely possible. In addition, some of my colleagues have had success holding weekly virtual impact meetings where they invite just a small handful of donors for a 20-minute update. They hold these meetings no matter if one person or ten people attend. Consistency is important.”
-Joan Bindel, Senior Director of Development, MercyOne Des Moines Foundation
Regardless of how you follow-up on your virtual visit, we recommend thinking outside of the box. There is no time like the present to try new ways to interact with your donors.
If you have specific questions or tactics you would like to address, the EDEN+ team is offering free 30-minute consultations as we work to support our nonprofit partners in these challenging times. To set-up a time to speak via video chat or phone, please contact info@edenplus.org.