FACE-TO-FACE VS. DIRECT MAIL

by Josh Turnof

Who is the most effective solicitor you have ever met? If you think about it for a moment, it is probably an eight-year-old.

Why are eight-year-olds the best solicitors?

Because, they will not take no for an answer and because they learn very early on that if they do their research, and take your “temperature”—that is, find out what is on your mind—more often than not, they get what they want.

The same thing is true of soliciting gifts on behalf of your organization. While a variety of methods exist – face-to-face solicitations, direct mail, telemarketing, etc. – they don’t all have the same level of success, nor are they interchangeable. While direct mail can reach large numbers that could never be achieved through personal solicitations, face-to-face solicitations make the difference, particularly for major gifts. In choosing what methods of solicitation to employ, ultimately, it depends on what time you have available and how it compares with your goals.

Personal Solicitation
Keeping to our youthful thoughts, think for a moment about when you were an adolescent. You wanted to borrow the family car to go out you’re your friends. And, it would not be a bad idea to have $20 in your pocket as well. You didn’t call your father from the car asking if you could borrow it, nor did you send your mother an email. You asked for the money and the car in person. You were able to look at your parent and read his or her body language and facial expressions. Above all, you would know how to meet your parent on his or her terms. The same is true of any face-to-face discussion.

Meet with the potential donor at their office or home, if possible, rather than yours. This provides two advantages:

1. It should put the potential donor at ease. He will feel in a safe place, one where she won’t feel on edge.
2. Going to a potential donor’s home or office will help you learn things about her that you might not already know. If, when you walk in, you see pictures of boating or of a golf foursome from a charity outing, you can start a conversation about it, and, again aim to, put him at ease. Plus, the surroundings may also help validate the amount for which you were planning to ask is appropriate.

For example, based upon anecdotal information, you learn that the person with whom you are going to speak is believed only to be able to contribute $5,000. He lives in a small house in an older section of the town. However, as you approach, you see that she drives a BMW 745. As you are welcomed into the house, you discover two original paintings by Monet and one by Picasso. By entering the home, you were able to take advantage of the new information, and can now adjust the amount of the “ask” for this particular donor.

Prepare...Prepare...Prepare
Preparation is of utmost importance for a successful face-to-face solicitation. As we at Mersky, Jaffe & Associates frequently say to our clients and friends, “each face-to-face solicitation is a campaign unto itself.” And, as you prepare to meet the prospective donor, consciously remind yourself to take care of your appearance, and not just your clothing. Make sure to maintain eye contact, an erect posture, leaning in toward your prospect, and smiling when speaking. Hopefully, the people across from you will pick up on your good vibes too. In a great solicitation, this will enable you to tap into their needs and wants to build what their future involvement might be in the organization.

People usually tell us about how nervous they are thinking about doing face-to-face solicitations. But, after having conducted a few such encounters, those same people often tell us about their successes–that simply by being there in person, they were able to make the suggestion of a larger gift more palatable. Ultimately, as a solicitor, you want your level of interest and excitement in whatever you do to be contagious. You are there for a reason; make the prospective donor believe it too.

Direct Mail or Telemarketing
Don’t have time to set up appointments with the 557 individuals or families that have given to your organization in the past 3 years? Personalized direct mail, and by extension, individualized e-newsletters, are very good for information or marketing purposes and provide a comparatively, easy way to reach many prospects. You do not need to schedule appointments or carve out time from your evenings and weekends.

But, as far as obtaining new gifts is concerned there is a real downside. Direct mail is probably the least effective method of obtaining new donors, with a success rate of less than 1% for first time prospects. People tend to throw out letters or postcards if they are not interested, and thus, the information will not have been communicated at all. Of course, you should employ direct mailings, but make sure your goals reflect the realities of this solicitation method.

One, The Other, Or Both?
Direct Mail serves many purposes, but remember, that each personal contact helps create a relationship between the donor and the organization. Direct mail has no personality and allows the donor to determine how much they want to give. With personal solicitations, it’s a dialogue. You’ll be able to read your donor, and make appropriate changes to maximize success and maximize the gift. Learn from your own experience as an adolescent or that of the eight-year-old child. If you are going after the money and the car – make it face-to-face.

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