Death to the Elevator Speech!
Mar 28, 2017Have you ever gone to an expensive seminar where they told you to develop your elevator speech? Don't do it!
You guys, we have all been on an elevator. Think about it - the only "speech" anybody likes in there is a question or a compliment. Because showing genuine interest in another person is the only way to really connect, right?
Nobody likes the person who bloviates about her "value proposition." That's boring.
Everyone responds, however, to genuine, infectious enthusiasm. True zeal is hard to resist. It causes people to get curious, to ask you questions, and to be interested in the answers. When you go about fundraising this way, donors thank you for your enthusiasm for your own darned cause!
So don't worry about an elevator speech.
Do think about how to fall more in love with what you do. And be ready with a single, powerful sentence that says - literally, physically - what your org accomplishes. So that when someone asks (because you've connected, and now they're curious about you), you can tell them:
Not "we deal with poverty" but "we feed 150 hungry children every day."
Not "we reduce carbon emissions" but "we help farmers stay on their land by selling wind energy."
Not "we teach students to think critically" but "our students learn to analyze statistics and ferret out fake news so they're better citizens."
See the difference? The latter phrases demonstrate real transformation rather than an abstract concept - they invite investment.
If your prospective donor cares about your cause, these are all things she might imagine doing herself - these are activities in which she can meaningfully take part. Your honor and pleasure is to give her a role to play through your org.
So take some time today to refresh your enthusiasm. Get excited again! Remember why you do this, who you serve, why it matters, how it's urgent. Radiate that and you will be a magnet.
While you're at it, take a quick look at your introductory emails, your leave-behind pieces. Do your darnedest to describe your impact in truly tangible ways - ways that any 80-year old neighbor would grasp and appreciate - ways any prospective donor could feel proud to claim.
Our job is to connect. Not to educate or inspire - your donors are already educated and inspired, that's why they're talking to you. (They know you're a fundraiser!) The goal is to join up with their enthusiasm, give it a place to land in your org where it can make a difference.
And next time you're in an elevator, just say, "Wow, great shoes! Where'd you get them?" You'll make somebody's day and connect a little. And that would be Generous Change!
-Nancy
