Shining a Light on Impact

In the southwest suburbs of Chicago there is a restaurant nestled in the area’s forest preserves. Shortly after sitting sit down for dinner you’re greeted by a smiling server ready to take your drink order. Pretty standard stuff. But, instead of the humdrum, “What can I get you to drink,” the server asks, “What are you ready to enjoy this evening?”

What am I getting at? Just this: when the question is asked in this different than usual way, it prompts diners to imagine themselves sipping the drink and how it will make them feel. For example, a gin and tonic can make you feel relaxed and improve your mood a bit. A margarita is said to induce a festive mood, while a glass of wine has a mellowing effect. An iced tea for those who don’t partake in alcohol is a refresher. The point is the way a drink makes you feel is much more important than how it looks or even how it tastes.

It’s the same thing when it comes to donors and asking for their support, wouldn’t you agree? Too often, the emphasis is placed on the amount of the gift. Take, for example, a gift officer to ask prospective donors to consider a gift of $100 to help us reach our goal. As if the goal or the money is the most important thing.

To be clear, asking for help to reach a goal makes it about the money instead of what the money does or will do.

I’m suggesting to you that you should be focusing on the gift’s potential impact, not the gift itself. Will it allow students to access an education they would otherwise be denied? Will it create or improve a physical space on a school’s campus and help to create a better learning environment? Will it embolden scientist to expand their research to find a cure or solve a common problem?

Of equal importance, consider how the gift will make donors feel. Will it make them feel like  heroes, leaders, pioneers, or responsible members of society? Like their making a difference?

Think about the way you talk and communicate with your donors. Whether they’re students, patients, homeless, or disadvantaged, talk and communicate with them about the end result, the impact they will have and the resulting feelings that will come from their support.

When you shift your focus away from the money and toward what the money does, you will be very surprised at the results. I promise.