Day Three of Nonprofit Power Week focuses again on Cause Selling for nonprofit fundraisers. Muhi Khwaja, a Fundraising Academy trainer and co-founder of the American Muslim Community Foundation, delves into Phase two of the Cause Selling model, specifically steps 5 and 6, highlighting the importance of understanding donors, adapting presentation styles, actively listening, and addressing objections in the cause selling process.
Muhi shared insights on the presentation aspect of cause selling. He emphasized the importance of understanding the donor‘s needs, interests, and passions related to the organization’s mission. Presenting the mission and demonstrating how it fulfills the donor’s philanthropic goals is key to inspiring them to donate. Different presentation styles, such as structured or impromptu, should be considered based on the donor’s preferences. Connecting with the donor’s attachment to the organization and showcasing the impact of their gift can further engage them.
Muhi shares a real-life example of approaching a CEO of a rideshare company and adjusting the presentation style based on the CEO’s preferences and questions. Despite the impromptu nature of the conversation, the CEO appreciated the interaction and ended up donating $50,000 annually to the organization!
The conversation then shifted to handling objections. Muhi emphasizes the importance of actively listening to the donor, observing their cues, and allowing them to express any objections or concerns. Overcoming objections requires addressing them directly, reiterating and clarifying information, and, if necessary, involving other team members or experts to provide the required answers.
The lively discussion also touched on handling objections related to donors going through personal challenges, such as divorce, and Muhi shared an example of a donor who continued supporting the organization despite going through a divorce. Building relationships, being understanding, and offering flexibility are crucial in addressing objections in such situations.