THE IMPORTANCE OF QUESTIONS IN THE SOLICITATION PROCESS

Powerful questions for advanced fundraisers to use...

By: Mary-Jane Hilton

Questions are the essential tools of the solicitation process. When you ask the potential benefactor a question you have his or her total attention.

In his book, ‘Advanced Selling Skills’, top salesman Brian Tracy says “Questions arrest attention. They reach out and grab the lapels of the prospect and jerk him towards you. For the length of time it takes to answer a question you have his or her total attention. It is not possible for them to answer a well formulated question and think of something else at the same time.

“The prospect is drawn more and more into the conversation as your questioning proceeds. If your questions are logical, orderly and sequential, you can lead the prospect forward towards the inevitable conclusion that your proposal is exactly what he or she needs.”

Questions also build rapport and help us to discover the prospect’s needs and explore their values and concerns about giving a benefaction.

There are a number of questions that a fundraiser can use to find out what will motivate the potential benefactor to give and what he or she wishes to gain from the process of giving, but the questions will only elicit the needed responses if they are the appropriate questions for the specific stage of the solicitation process.

There are two styles of questions a fundraiser can use:

• Open-ended
• Close-ended

Open-ended questions open up the conversation and cause the potential benefactor’s thinking to diverge and expand. Sentences begin with ‘what’, ‘where,’ ‘who,’ ‘when’, and ‘how’. For example, “What do you feel is the most important aspect of this proposed new concert hall in terms of the community?”

An open-ended question cannot be answered with a simple ‘yes’ or ‘no’. It allows the fundraiser an opportunity to learn more about the potential benefactor and their motives for considering giving a benefaction.

Open-ended questions also give the potential benefactor the chance to identify goals, check the realities of the desired outcome and explore various options.

Within this broad based category there are a number of specific types of questions. They include: 

1. The clarifying question.
Open-ended clarification questions can encourage a potential benefactor into looking beyond the obstacles to giving, and towards solutions and results. A familiar situation in asking for the benefaction is when the benefactor is explaining some of the doubts he or she feels about giving a very large sum of money to the organisation and in doing so turns a process into a noun e.g. “I’m worried about the failure of the project”.

The use of a clarifying question can turn the noun back into a verb and express the thought as a process. “In your opinion what part of the project is failing to meet the projected targets?”  

When the potential benefactor uses the words ‘it’ and ‘that’ in a sentence e.g. ‘I can’t do it’ or ‘I don’t know about that’, the fundraiser can attempt to recover the deletions with clarifying questions such as ‘What exactly can’t you do?’ and ‘What exactly don’t you know about it?’

2. The challenge question
Open-ended questions can often challenge a potential benefactor’s negative beliefs that are blocking a successful ending to the solicitation process. Often they will use the words ‘should’, ‘shouldn’t’, ‘must’, and ‘mustn’t’, in exploring options. When an open-ended question challenges limiting beliefs it is often described as a challenge question. If a potential benefactor makes the statement, ‘I would like to give to your project but I don’t think it is possible at the moment’, the fundraiser can challenge the statement by asking the question, ‘Just suppose you decided right now to support the project, what would happen?’

Challenge questions can also be used when the potential benefactor uses words like ‘can’t’, or ‘unable’. ‘Just suppose you could, what would that be like’?

The more direct the challenge question is, the more effective and powerful it becomes. Compound or complex questions just force potential benefactors to be analytical and they get lost trying to work the question out. Short powerful questions have much stronger impact. They make potential benefactors stop in their tracks and respond from the heart and can be used at any time during the solicitation process.

A QUESTION OF RELAXATION AND CLOSING THE SOLICITATION PROCESS

A useful technique that I have used a number of times to assist a potential benefactor to feel relaxed is to preface a question with the phase, “I’m curious”. For example, “I’m curious to know what you see as the most important aspect of the services we offer” (visual). “I’m curious to know what you feel is the most important aspect of the work carried out here” (kinesthetic). “I’m curious to know what you have to say is the most important aspect of the work carried out here” (auditory). This is particularly useful when you are gathering information and building rapport.

3. The close-ended question
Salespeople use close-ended questions when they want to bring a sales pitch to a conclusion and have their clients reach a decision. Top fundraisers also use this type of question when they begin to narrow the discussion and they want specific answers that lead the benefactor to a commitment.

These questions are designed to bring to a close the ‘examining the possibilities phase’ of the solicitation and can be answered with a single ‘yes’ or ‘no’. Close-ended questions begin with verbs such as ‘will’, ‘have’ did’, and contractions such as ‘aren’t’, ‘didn’t’, or ‘won’t’.

A fundraiser uses close-ended questions when they need to obtain a clear precise answer.  For example, “Would you like to start on this right away?” A close-ended question forces the potential benefactor to take a position. “Does this make sense so far?” demands a specific, clear answer.

In closing a solicitation, it is much safer to ask indirectly for a benefaction. If you were dealing with a potential benefactor with a preferred visual representation you could say, “If this looks good to you we will go ahead and focus on completing the forms for your financial involvement in the project.” Or if the potential benefactor has a preferred auditory representation you could use the following sentence, “If this sounds good to you we will go ahead and discuss how you might be involved.”

In the case of a potential benefactor with a kinesthetic preferred representation, you could say, “If this feels good to you we will go ahead and set-up your involvement in this project, and at the same time handle the details of your most generous help.”

Words loaded with pure power
There are three power packed words that can be included in a close-ended questions to bring the solicitation of a major benefactor to a positive conclusion. These all-powerful words are… ‘In your opinion’, which ask the potential benefactor to take a definite stand about something.

These words are only used when there is a clear and definite indication that the benefactor is enthusiastic about the project for which you are seeking support e.g. “In your opinion is this project the best way to meet the needs of 5,000 starving children?” If the benefactor says ‘yes’, he or she is agreeing that the project is a sound one; he or she is taking a definite stand.

Top international salesman Brian Tracy says once a person has stated his or her opinion on a subject they are locked into it. They will defend and justify their position rather than change it. In this situation, the benefactor is ready to be asked to financially support the project.

Throughout the solicitation process the fundraiser should keep in mind the following internal questions:

• What is the most useful question I can ask at this moment?
• What information do I need to know right now that would make a positive impact on the outcome of this solicitation?

Although questions are one of the most powerful tools a fundraiser can use, we have to be careful not to make the potential benefactor feel as though they are being interrogated.

One of the ways we can make the questions gentler is to place certain phases or words in front of the question e.g. “I would love to know more about that” or “Do tell me how you achieved that.”

We can also use the tone of our voice to soften the effect of the question. If the voice tone stays level at the end of a sentence it suggests a statement is being made. If the voice rises, it is clear that a question is being asked. If the voice drops, it implies that a command is being issued.

Questions need to be short and to the point. Only one question should be asked at a time to avoid confusing the potential benefactor.

Reference: 'Advanced Selling Strategies’ by Brian Tracy. Published by First Fireside Edition, 1996, Simon & Schuster Inc. ISBN. 0-671-86519-6. ISBN 0-684-82474-4 (Pbk).

Copyright 2005-2007  Mary-Jane Hilton

About the author: With over 20 years invested in professional fundraising, Mary-Jane Hilton is perfectly positioned to advise, coach and consult on your fundraising challenge. She has conducted capital campaigns and set up direct development offices for professional orchestras, schools, universities and charities on 3 continents -- helping to raise millions and millions of dollars along the way. You can contact Mary-Jane for all your fundraising, training or consulting needs. See below.

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Email: maryjanehilton[at]maryjanehilton.com

Tel: (+44) 01789 205139

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