The Inside Out Method
You may have heard things like, “It takes 18 months to close a major gift” or “it’s really difficult to raise money from a cold donor” and while both of those things are true….they don’t have to be.
In my experience, the fastest way to go from a cold lead to a donor is via a warm introduction.
Think about it. Let’s say you get a cold email or DM asking you about joining a new yoga studio in town. My guess is you might ignore it. But let’s say your best girlfriend says to you, “Hey, want to try that new yoga studio in town on Saturday morning?” You go from ignoring the email to showing up with your yoga mat and water bottle and maybe - just maybe - you have such an amazing experience that you buy a 3-class starter pack or a monthly membership.
Donors, especially female donors LOVE a good recommendation.
Think of this story outside of fundraising: When my husband and I were first dating, we took a trip to Buenos Aires. He had never been out of the country so I suggested one that neither of us had been to. It was also the right price point for us graduate school kids 😉. If you’ve ever traveled ANYWHERE - you know it can be a ton of work. Add in the walking, being unfamiliar with the language - it’s easy to get hungry fast.
On our trip, we’d be walking around and suddenly starving. Brad would quickly find the closest eatery (usually with no one inside) and I’d look for the one with the most amount of people (and usually the longest wait) dining. He wanted fast, I wanted GOOD. By looking for the restaurant with people dining, laughing and enjoying their meal - I was getting their indirect recommendation (this place is a good restaurant vs. why is no one in here?). I was looking for the credible option. I don’t have to tell you how it worked out when Brad got to choose where we ate. 😉.
Additionally, like Bridget Brennan writes in her book, Why She Buys, “Women feel powerful when they can help others.”
So let the helpers help! My favorite way? The Inside Out Method.
What is The Inside Out Method?
The Inside Out Method is a process for looking within your current community or set of supporters to go find new community members or donors. You start from the inside, the core, first - and work your way out. For most organizations, that is likely the board of directors followed by volunteers, major gift donors and/or advisors.
How can you use the Inside Out Method?
Remember, you are not asking for a donation, but warm introductions to people who might genuinely be interested in your work. Note: not every single person is going to be interested - and thats ok!
The mistake I see a lot of nonprofits make when they go to their board or volunteers to ask for warm introductions is that they ask, “Hey, do you know anyone who might be interested in donating?”
That is too vague of a question and likely, you’ll get zero response.
A better way to ask might be:
“Hey, do you know anyone who loves their rescue pup as much as you love (insert their dog name)?”
“Do you know anyone passionate about giving internationally?
“Do you know anyone who really wants to support single mamas looking for help paying their rent next month?”
“Do you know anyone who knows what it’s like to land a kick flip or ski down a black diamond mountain?”
See the difference? One version is WAY more specific than the other. When you ask your board member to ask a version of the above questions, it allows them to do a mental filter of their internal rolodex and think, “Yes! I do know someone who XYZ.”
The people in your inner circle WANT to be helpful. They’d love to make an introduction. You just have to guide them a bit of the way.