Here is a good rule of thumb for development professionals:
If we are unable to clearly write out (not just think about, but put words on screen), a donor’s likely objections to our invitation to give and clearly write out how we would respond if the donor poses these likely objections, we are not ready to invite their gift.
This rule of thumb is appropriate not only because we should deeply understand our audience before asking them to consider committing significantly to us. But, it is also appropriate because it forces us to better understand the specifics of the gift we are seeking and the rationale for why this giving opportunity is the best for this donor and our institution.
People give to people in whom they trust. And people trust the people who show a deep understanding of both them and the content being considered.
Postscript: This practice is important for any situation in which we are advocating for others to join us. If we want to influence a boss, a supervisor, a board, teammates, or colleagues – we should start by, first, understanding clearly their likely concerns and objections and crafting thoughtful responses. If we don’t know their likely objections well enough, we aren’t yet ready to invite their support.
