Think Big & Ask Big - with Kevin Gentry
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Show Notes:
Today on 7-Figure Fundraising, host Trevor Bragdon sits down with Kevin Gentry, Vice President of Special Projects with the Koch Company and a member of the board of directors for Stand Together.
Kevin’s Introduction to Fundraising
To start with, Kevin shares how he began his journey in fundraising. He went to his first seminar on fundraising and realized many of the rules for fundraising were counterintuitive. For instance, in direct mailing, Kevin discussed the length of mailers, saying there is never a letter too long, only one too boring. In his first fundraising ask, he went to a pitch meeting with an older woman in California where he couldn't get a word in edgewise. At first, he felt as though he'd failed, but the meeting taught him the value of listening. His early days remind him that you learn more from your mistakes than your successes.
How to Inspire Donors to Take Action
Next in the episode, Trevor and Kevin discuss the pandemic's effect on fundraising and giving. The same things that motivated people to give before COVID-19 still hold true today. Kevin reminds listeners of the model of human action which states that the conditions necessary for a person to take action are:
Dissatisfaction with the current state
Vision of a better life.
The path to get there.
Utilizing these three steps is still the method for success. He encourages fundraisers to stay relevant to current problems and continue to send true, authentic surveys to their supporters.
Connecting with Donors & Prospects
Kevin uses surveys to get a pulse on his donors, their language, and point of view. Trevor and Kevin discuss the importance of dropping the jargon and speaking how your donors and supporters speak. Talking about the vision rather than features of your organization connects donors to you and your cause. Internal jargon can be helpful, but for your supporters, clarity is critical. Find the balance of everyday speech without being condescending; this will make you warm and understandable.
Trevor then asks Kevin what the most misunderstood thing about major donors is. Kevin's says there is little difference between mega-donors and one-time five-dollar donors because they are real people too. One way to keep this in mind is to be a donor yourself. He also notes that the typical donor is seventy-four years old, but that is not the age of the typical fundraiser. Kevin stresses the importance of having prospective donors hear from a peer in a similar stage with similar life experiences. This increases your engagement, and the more engaged supporters are, the more generous. The peer helps set the bar and build engagement.
The Importance of Being a Lifelong Learner
Kevin encourages listeners to continue being learners. If you're not learning, you're not growing. Reading, studying, and looking for mentors is critical to your success as a nonprofit leader. Kevin has a newsletter where he shares tips from his success and failures as a fundraiser. You can sign up for it at kgentry@standtogether.org.
Key Ideas
9:30 - Trevor asks Kevin about his experience fundraising during a pandemic.
19:14 - Kevin shares the importance of authentic surveys and plain language.
25:34 - Trevor asks Kevin about major donor misconceptions.
47:58 - Kevin shares his number one tip for fundraisers.
Questions?
If you have questions or comments about any of the information covered in the podcast, contact Trevor at trevor@7figurefundraising.com