Both context and purpose are critically important if we aim to be consistently effective on donor visits, meetings with colleagues, phone calls with prospective donors, email outreaches to volunteers, implementing special events, sending direct mail invitations to give – really anything we do in advancement.
By context, I mean the surrounding issues related to the interaction. The timing, the relevant facts, the historical significance, the “how we got to this moment.”
By purpose, I mean the reason for the interaction. The outcome being sought, the deliverable, the agreement or consensus being pursued, the “what we are attempting to accomplish in this moment.”
Far too often, we forget that the context is all about what makes the most sense to the other. Their understandings, their perceptions, their assumptions, their concerns, and their beliefs. Regardless of whether they are a donor, a Board member, a colleague, a volunteer, a boss, etc., our best advancement work is done when we frame the context of our interaction in ways that make sense to them.
And, far too often, we forget that the purpose is all about what makes the most sense for our institution, our mission, our cause. Our best advancement work is done when we frame the purpose of the interaction in ways that most advance our institution.
It’s never about us.
