Don’t Stop Doing What You do So Well: The Power of Personal Visits
Who knows it if it is the new normal?
What we do know is: It is the new now.
Even though social distancing measures may be easing for the moment, we have figured out how to conduct more business by phone and videoconference than we ever thought possible. This needs to extend to the staple of development presidents everywhere - the personal visit.
Social distancing cannot lead to donor distancing. We have to work extra hard to keep generous friends of the institution top of mind during this challenging time. I know you have more on your plate than you ever dreamed possible…new tactical questions arise each and every day. It would be easy to allow the urgent to overtake the important basic work of caring for your donors right now.
The truth of the matter is that many of our most generous donors are among the most vulnerable to the devastating effects of the pandemic. While only a percentage may become infected, each and every one of them are subject to an insidious side effect of the quarantine – loneliness.
It is possible that many of your best donors are technologically challenged or averse. Don’t be afraid to pick up the phone. When you do, avoid the temptation to multitask. Give them your full attention.
Likewise, don’t be afraid to phase-in videoconferences as two-dimensional substitutes for lunches at the club. In fact, your newfound technological prowess allows you to connect your donor to the scholar they support who is sheltering at home across the country or with the retired professor who made such a difference in their lives.
Some uses of technology we never thought possible – or desirable – are accepted and acceptable and provide degrees of flexibility that overcome otherwise great logistical challenges.
Right now, this is what we have. This is our way of connecting. Use it. You don’t want to come out on the other side of this – whenever that will be – having to restart relationships.
Remember that cultivation, solicitation and stewardship are best done in person. It is not the only way to do it of course, but it is the best way. Take your donor on a handheld video tour of the construction site for the new science building you hope they will help fund. Show the donor who named the apartment style residence hall how their gift enabled you to allow some students to stay on campus safely.
Don’t be afraid to ask. Acknowledge the awkwardness of doing so over a videoconference even as you recognize the impacts of a new economy on ability to commit. But they still love the institution and want to support your vision. You should ask them to do so in the most personal way you can.
Many donors whose travel schedules were packed and lunches always booked when you called on them before don’t have to disinfect dorms, understand how to disburse the CARES Act funds or decide if and how to re-open campus in the fall.
You do; I know. But pause and take a minute to sustain and deepen the relationships that have secured your institution’s success to-date. One Zoom call might also ensure your success through and beyond the pandemic.
Most importantly, however, it reminds you and your donors of the centrality of relationships, especially during hard times.
When you need help prioritizing the important over the urgent, call me.
In the meantime, Download: 3 Things Every College President Should Know About Fundraising.
…and please share this post with another current or aspiring Development President!
With over 25 years of education leadership experience, B. David Rowe served as the president of Centenary College of Louisiana and of Lake Highland Preparatory School after holding senior level positions in university advancement and strategic planning. He currently advises college leaders and trustees as a senior consultant with the Association of Governing Boards and as principal at The Development President.