What do fundraisers mean when they use such phrases to report the potential donor's interest in the cause? Why is there a sinking feeling that this reported enthusiasm may evaporate when action is called for? We need to consider:
How do we measure people's interest? Patrick Boggon of Tarnside has found an answer in the Curve of Involvement. This sets out to provide an easily understood measure and an illustration of the stages through which individuals come to commit to a cause.
Our work is underpinned by the premise that the more involved people become in the cause, the more personal and financial resources they will commit. The diagram below demonstrates this effect. The implication for fundraising is that time taken to research, court and involve key potential donors is productive time. In our experience there are very few quick wins, and hasty approaches burning to make 'the ask' usually lead to disappointing results. There are two phases in building the commitment of donors and champions; networking followed by animation.
The process of networking is essential in turning identified prospective donors into interested and engaged individuals, but only through animation will the full benefits of their engagement be realised.
Animation will involve setting up situations whereby prospective donors can both commit funds directly and also become committed advocates and leaders of the cause who can bring in other donors through their own networks and influence. It is important during this phase that the individuals concerned should be allowed time for their involvement and commit-ment to grow if they are to become true champions.
In our experience the best strategy for success is to find a contact, gain a personal introduction who will set up a meeting; we never recommend cold calls or speculative letters. This process can take several months as the initial groundwork needs to be done before the meeting. Each individual's position on the involvement curve must be ascertained and decisions made as to how we improve their commitment. All meetings must have a clear target and the formal approach should be made by a committed advocate who is known to be influential.
The curve is a simple concept which is easily understood by fundraisers and which encourages a specific way of discussing levels of interest. Crucially it also provides a clear route to increasing a supporter's feeling of involvement.
Successive meetings or contact with potential donors allow us to understand their level of commitment to the cause. Thus we can ascertain that although Colonel Mustard is aware, he is currently only moderately interested; Professor Plum has asked the hard questions (he has engaged with the cause) and is ready to be moved towards commitment; Lady Green's keenness in fact goes much further. She is already willing to commit a substantial sum through her family's lead piping company and is prepared to take on the responsibility of chairing the ball committee.
The mystery is now solved and by analysis we know how to proceed with the greatest effect.
January 2006