Nonprofit Lowdown Episode #320: Building Trust Through Curiosity
Release Date: January 13, 2025
Host: Rhea Wong
In Episode #320 of Nonprofit Lowdown, host Rhea Wong delves into the intricate relationship between curiosity and trust within the nonprofit sector. Drawing from her extensive experience as a fundraiser and nonprofit leader, Rhea offers actionable insights and strategies to help nonprofit professionals cultivate deeper, more meaningful relationships with donors, constituents, and team members.
1. The Foundation of Trust in Fundraising
Rhea opens the discussion by highlighting the paramount importance of trust in the realm of fundraising. She emphasizes that trust isn't established overnight but is built gradually through consistent, genuine interactions.
"Trust happens over time. It shows up in a million different small ways and big ways, and it cannot be rushed."
(Timestamp: 02:15)
2. The Modern Disconnect: Self-Centered Conversations
Addressing societal trends, Rhea observes that in contemporary interactions, especially during gatherings, people often prioritize talking about themselves over engaging in meaningful dialogues. This self-centeredness hampers the ability to build genuine connections.
"In our modern life, we don't actually ask questions very often in a way that is seeking to understand or seeking to deepen a conversation."
(Timestamp: 05:40)
3. Overcoming the Gravitational Pull of Self-Interest
Rhea discusses a common challenge faced by nonprofit leaders: balancing personal and organizational concerns with the needs and perspectives of donors. She introduces the concept of the "gravitational pull of self-interest," emphasizing the need to prioritize donors' interests to foster trust.
"When we are unable to step outside of our own self-interest, we cannot meet our donors where they are."
(Timestamp: 09:50)
4. Positioning as Guides in Donors' Stories
Drawing parallels with iconic narratives like Star Wars and Harry Potter, Rhea illustrates the importance of positioning nonprofit leaders as mentors or guides in donors' personal stories. This approach helps donors feel supported in their philanthropic journeys.
"When we position ourselves as the guide and mentors to our hero's story, that is when we get resonance."
(Timestamp: 12:30)
5. Bridging the Valley of Distrust
Introducing Greg Warner's concept of the "Valley of Distrust," Rhea explains the inherent skepticism donors may have towards fundraisers. She underscores the necessity of bridging this gap through trust-building measures.
"The Valley of Distrust is our natural human inclination to be a little suspicious of why you are reaching out."
(Timestamp: 15:20)
6. The "Give First, Ask Later" Philosophy
Rhea advocates for a fundraising strategy where value is offered to donors before any requests are made. By providing free resources, content, or support, nonprofits can demonstrate their reliability and integrity.
"I offer value first before I ask. It's about giving before asking."
(Timestamp: 18:45)
7. Leveraging Curiosity to Enhance Donor Relationships
Curiosity emerges as a central theme in Rhea's approach. She encourages fundraisers to ask genuine, open-ended questions to understand donors' motivations and desires, thereby fostering deeper connections.
"When we get curious, we start to uncover and understand the world from someone else's perspective."
(Timestamp: 20:10)
8. Effective Questioning Techniques
To facilitate meaningful conversations, Rhea offers practical advice on framing questions. She recommends using "how" and "what" questions instead of "why" to avoid putting donors on the defensive and to encourage collaborative problem-solving.
"Instead of using 'why' questions, you use 'how' and 'what' questions because 'why' can put people on the defense."
(Timestamp: 19:30)
9. The Three Types of Listening
Rhea introduces a nuanced approach to listening, categorizing it into three levels:
- Level One: Listening to Respond – Engaging in conversations with the intent to reply rather than to understand.
- Level Two: Being Fully Present – Actively listening without any agenda, focusing entirely on the speaker.
- Level Three: Listening for What's Not Being Said – Detecting underlying emotions, body language cues, and unspoken sentiments.
"Level three listening is listening for what's not being said. It's about picking up on changes in voice, body language, and energy."
(Timestamp: 21:15)
10. Embracing Humanity and Vulnerability
Rhea concludes by urging nonprofit professionals to embrace their humanity in interactions. By being authentic, open to imperfections, and genuinely interested in donors' stories, fundraisers can build lasting, trust-based relationships.
"When we are operating from a place of integrity and genuine curiosity, nothing could ever go that wrong."
(Timestamp: 21:50)
Key Takeaways
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Trust is Earned Gradually: Building trust requires consistent, genuine interactions over time.
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Prioritize Donors' Perspectives: Overcoming self-interest enables fundraisers to connect more deeply with donors.
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Give Before You Ask: Providing value upfront establishes credibility and trustworthiness.
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Ask the Right Questions: Utilizing open-ended "how" and "what" questions fosters collaboration and understanding.
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Deep Listening: Moving beyond surface-level conversations to truly understand donors' unspoken needs and emotions.
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Authentic Engagement: Embracing vulnerability and authenticity enhances donor relationships and trust.
Conclusion
In this insightful episode, Rhea Wong sheds light on the pivotal role curiosity plays in building trust within the nonprofit sector. By adopting a donor-centric approach, asking meaningful questions, and genuinely listening, fundraisers can forge stronger, more impactful relationships. As we navigate the complexities of 2025, Rhea's guidance serves as a beacon for nonprofit professionals aiming to elevate their fundraising efforts through trust and curiosity.
For more strategies and insights on running your nonprofit like a pro, subscribe to Rhea Wong's weekly newsletter or explore her Big Ask Gift Program.