Crickets? Getting People to Respond: Steps for Engaging a New Donor
You’ve left a voicemail. You’ve sent an email. And yet—crickets. You’re not alone in this challenge. Your thoughts can creep into, “Do they really want to talk to me?
So how do you get a response? More importantly, how do you manage your THINKING to not let this become about you – “They don’t want to talk to me.”
Let’s explore how to get in touch the first time and create a meaningful conversation with a potential new giver, or someone that you’ve been out of touch with, or just landed in your portfolio, or are new names shifted to you as new staff.
Do Your Conversations Have Intentionality?
Before diving into tactics, take a step back and assess your approach and your mindset! (Marcy mindset here again!)
Are you reaching out with clear intention to have a great experience with a new potential friend? Think about how you feel when your phone says, “potential spam.” Are you simply hoping someone picks up the phone so you can meet your numbers? Get your mindset straight first – why do YOU get excited about your mission. Don’t just ask for a meeting—ask for sharing, offer value, spark curiosity, and set the stage for a real connection.
“Is This About Money?”
If you’ve ever been asked this, you’re in good company. The reality? Yes and no. Yes, you are a fundraiser. But no, your work isn’t just about securing a check—it’s about inspiring generosity and aligning a donor’s passion with your mission.
Here’s how you can frame your response:
“Yes and no. I find that people who share our excitement for [your mission] find joy in supporting us. I believe you have a heart for [your mission]. You understand how key this work is for X. Would you consider hearing more about our work with [specific project or initiative]?”
Notice this is Marcy’s 3-sentence ask recipe. This keeps the conversation open, inviting curiosity rather than defensiveness. And, it is a clear ask as to what you want – a conversation.
Send a note FIRST
While it’s common to send a handwritten note of thanks, why not send a handwritten note of introduction? Resist the urge to be too “professional.” Consider the person, visualize the person if you can find a picture and write a warm note sharing BRIEFLY the mission, who you are and that you would like to get to know them better and hear their thoughts on your mission. Let them know the next step – you will call and or send an email next week. (or whatever time it takes to be sure they have received the note!)
Warming Up the Outreach
One of the best ways to increase response rates is through warm introductions. If you have a mutual connection, use it, but SUPPORT IT! By this I mean be sure they are on board with you using their name. I know…this seems obvious.
Try:
“Alice Smith is a good friend and supporter of our mission and felt you share some of her values. She suggested I reach out.”
Or:
“You are a leader in this community and already invest in many missions. You understand a bit about our work with [specific initiative]. Would you consider continuing a conversation to see if this is a fit for you?”
This positions your outreach as an invitation rather than an interruption.
Once You Spark Interest—What’s Next?
So they’ve responded—now what?
- Schedule the First Meeting with Purpose – Don’t rush into an ask. Your first conversation should be about listening, learning, and understanding their interests.
- Prepare Key Talking Points – But go easy – don’t vomit all sorts of stuff on them! You might ask directly if they like numbers or more overviews. Be ready to share compelling stories, impact statistics, in ways THEY want to hear them. Talk about ways they can engage beyond giving money.
- Determine Their Preferred Method of Connecting. This one piece of information will make your life SO much simpler and rewarding. Do they prefer text over email – leave a voice mail. What is too much? This takes so much stress out of your relationship building.
- Get the Next Meeting – The goal of this first visit is to get the NEXT meeting – a tour, a deeper conversation with someone impacted by the work, or addressing specific items you learned about in your first call.
- Follow Up with Gratitude – Whatever the outcome – connect with a note of thanks, and with their preferred method. I always like to send a note – in addition to the quick text or email. However their future giving potential looks at this moment, thank them for their time and let them know you want to keep the relationship going.
- BONUS – Depending on how this first call goes, you can set the expectation for the TIME between this and the next one. If they are interested – make it short – if they are in a busy time – wedding coming up, trip planned – set up the expectation to connect after that time. It’s the donor’s timeline – not yours.
The Bottom Line
Raising money isn’t about perfect pitches or magic words. It’s about fostering genuine connections – caring for them as people – this also means NO JUDGEMENT. As a nonprofit “family member” I believe we have a unique role in looking for good – in everyone – all the time. If you approach donor engagement with intentionality, warmth, and patience, you’ll start turning those unreturned calls into meaningful conversations that lead to lasting support.
Finally – How LONG DOES THIS GO ON? A stream of touches over the course of a year is not “too much.” A voice message – “Just checking in.” A newsletter sent with a personal note. Here’s the thing. I can tell you scores of stories about major givers I felt never wanted to hear from me again….and I was so wrong. Take each interaction as just a touch in a relationship waiting to be all that it is meant to be, when it is meant to be. Focus on the ones who are interested NOW and stay in touch, gently, with the rest.
So—who will you reach out to today, and how will you make it meaningful for them?
Invest in Joy™
