First, Do No Harm
Rapport, Emotional Connection, are Essential in Donor Communications

By Paul Weber, President
EAG Advertising
Kansas City

Editor’s Note: Paul Weber is principal of Kansas City-based Entrepreneur Advertising Group and a frequent contributor to New$ You Can U$e. Contact Paul at pweber@eagadv.com

Last week the telephone rang during the dinner hour. It was that precious family time between 5 and 7 p.m. when the call is either very important or an unwanted telemarketer. It was closer to the latter.

The call came from my alma mater, which is fairly unusual since I have not been active in my school alumni association for over 25 years. I was curious and listened intently as the caller struggled to create rapport.

Her tone was pleasant, her voice and demeanor sounded young – probably a student. She politely asked about my experiences at the school, which seemed relatively odd and at times awkward. The caller clearly could not find common ground between my time at the school and hers, some 25 years apart.

Aside from references to the success of the school football team, there was little value to the first two minutes of the call. Two minutes seemed like hours.

Finally, after my impatience was evident (at least to me), she began reading a prepared script regarding the need to support the school’s upcoming fundraising campaign.

In all fairness to the caller, my mind immediately left the topic at-hand and I began crafting this article in my head. She never had a chance to move me closer to the goal of donating to the campaign. In fact, I can’t remember the purpose of the campaign.

After politely listening to the entire prepared script and then declining the invitation to support the campaign, the call ended abruptly. I still might consider contributing to the campaign, assuming I am solicited in some other manner that piques my interest and engages me.

I imagine that seasoned development professionals can cite any number of rules and best-practices that were violated or ignored during this solicitation. As a marketer, I am a strong believer that when it comes to any customer or prospect communication, “first do no harm.” In this personal experience I was alienated.

Capturing the hearts and minds of individuals, whether they are customers, prospects, potential donors or supporters, is a gradual and evolutionary process. It takes time and patience to move someone from disinterested-to-engaged-to-participating. In this case, participating is donating.

Similar communication disconnects happen every day in business. I am reminded of a printer who calls our office once a month like clockwork, moving from “hello” to “can we bid on your next project” in the same breath.

The problem with this type of blunt outreach is that it offers no means of connection on an emotional level. Emotion is part of our purchase decision and more importantly, emotion is part of our giving decision.

Examine with a critical eye every form of communication that leaves your organization. Will it inform and engage, without alienation? Will it move people from casually aware-to-interested-to engaged? Do the message and the message delivery vehicle match the expectations of the recipient?

Whether it’s a letter, a solicitation or a phone call, be sure that in your attempts to communicate with your audience: First, do no harm.