We’ve all been there.
You are on a visit with a lapsed donor and after pleasantries are exchanged, the donor opens the flood gates and the issue that has them upset begins to pour out.
Perhaps it was a perceived slight by the president or the CEO. Perhaps it was a decision that was made years ago. Perhaps it was an invitation that got lost in the mail. Whatever it was, it was a problem for this donor.
And you are just now hearing about it.
You may be not be able to fix it. You may not be able to make things right. But you can respond well with 3 steps:
First, dial in, physically to the donor. Make eye contact. Physically turn to them and lean in while ensuring your body language is open to them. You want them to feel your willingness and interest in listening to them.
Second, affirm their feelings and perception with responses like:
“I understand why you would feel that way.” Or,
“I can see why that would be upsetting.” Or,
“I can hear how this left you feeling overlooked.” Or,
“I appreciate your honesty in bringing this up to me.” Or,
“That’s not how we ever want a valued donor like you to feel.”
And, third, take responsibility for their experience.
“I’m truly sorry you had this experience. Clearly, it sounds like we have something to learn.”
Finally, and if the conversation is not escalating into deeper complaints or frustrations, you can ask the following:
“While I understand how upsetting this has been for you, is there anything we could do in the future to win back your support?”
In many cases, lapsed donors who have withdrawn because of a problem want to be heard and understood. If we give them that space and affirmation, the opportunity to regain their giving can come more quickly than we might think.
