Podcast Summary: What the Fundraising – Episode 223: Connecting Beyond Email: The Art of Effective Phone Calls in Fundraising with Kel Haney

Introduction

In Episode 223 of What the Fundraising, host Mallory Erickson engages in a transformative conversation with Kel Haney, a seasoned fundraiser who has successfully raised over $6 million through phone calls alone. This episode delves deep into the nuances of phone-based fundraising, offering actionable strategies to enhance donor engagement and cultivate meaningful relationships.

Kel Haney’s Journey to Phone Fundraising Success

Kel Haney shares her unconventional path into fundraising, emphasizing her background in theater directing and how it shaped her approach to engaging with donors.

• Key Insight: Kel raised over $6 million by making more than 20,000 phone calls over eight years, driven by her passion for community and curiosity about others.

  • Kel (02:25): "It was because I was talking about my favorite thing... what I did know how to lead with was curiosity and an excitement and a passion for cultivating community."

The Tent Framework for Effective Conversations

Kel introduces her innovative "Tent Framework," a metaphorical structure designed to facilitate organic and trust-based conversations within a limited time frame.

• Structure of the Tent:

  1. First 15 Seconds (Tent Pole 1): Introduce yourself, establish a connection, express gratitude, and ask an open-ended question to spark curiosity.

     • Kel (05:28): "You're going to introduce yourself immediately and say how you know that person is connected already to your community... ask them for something genuinely curious."

  2. Main Event (Tent Pole 2): Share exciting updates about the organization, invite involvement, and highlight recent achievements or changes.

     • Kel (12:28): "It's a great time to share things that you're excited about... share talking about shifts in leadership."

  3. The Ask (Tent Pole 3): Make a specific, numerical request while maintaining a conversational and non-confrontational tone.

     • Kel (16:00): "I'm going to shoot for the moon... make it an offering and a volleying."

  4. Wrap-Up (Tent Pole 4): Express gratitude, update contact information, and outline the next steps to ensure ongoing engagement.

     • Kel (21:30): "Share gratitude whether or not that person has decided to donate... let them know the next time we are going to be in contact."

Building Curiosity and Authentic Engagement

Both Mallory and Kel emphasize the importance of genuine curiosity and vulnerability in phone conversations to dismantle the typical discomfort associated with fundraising calls.

• Authenticity Over Scripts:

  • Mallory (05:28): "It must actually be grounded in intention... not just a scripted line."

  • Kel (09:01): "Truly be curious and actually want to know."

Overcoming Fundraiser Burnout and Discomfort

Kel addresses common barriers fundraisers face, such as phone call anxiety and burnout, offering strategies to overcome these challenges.

• Strategies to Encourage Phone Engagement:

  • Kel (09:01): "First and foremost, there has to be some curiosity about getting on the phone... it's about building the whole team."

  • Kel (27:47): "Be imperfect. Show your seams and show your humanity... lead with humanity."

The Four Tent Poles: Deep Dive into Call Structure

Kel elaborates on each tent pole, providing practical examples and emphasizing the importance of each segment in building a successful call.

1. Introduction (Pole 1):

   • Direct and transparent introduction to establish trust.

   • Example: "Hi, Mallory, this is Kel. I'm the executive director of Organization XYZ... we've never spoken before."

   • Kel (17:13): "Here's what's happening next and sharing it... build trust and rapport."

2. Main Content (Pole 2):

   • Sharing organizational news and inviting participation.

   • Encourages donors to feel connected and informed.

   • Kel (18:18): "Share what's going on with your organization... normalize fundraising as part of operations."

3. The Ask (Pole 3):

   • Specific and numerical requests to create clarity and purpose.

   • Kel (16:00): "I'm going to shoot for the moon, suggest a 50% increase... open-ended to foster dialogue."

4. Conclusion (Pole 4):

   • Express gratitude and ensure accurate contact information for future engagement.

   • Kel (20:30): "Do we have the right email address?... know that this isn't the end of the conversation."

Handling Objections and Building Resilience

The conversation transitions into addressing common objections fundraisers encounter and how to gracefully handle them while maintaining donor relationships.

• Role-Playing Objections:

  • Mallory (23:42): Initiates a role-play scenario to simulate fundraising objections.

  • Kel (24:08): Emphasizes the importance of having a strategy for common objections like non-responsiveness and dislike of cold calls.

• Building Emotional Resilience:

  • Kel (26:12): "It's about building the relationship and not just the one call outcome... showing humanity fosters deeper connections."

Utilizing Phone Calls for Mid-Level Donors

Kel highlights the effectiveness of phone calls in engaging mid-level donors, who often require a more personalized approach compared to grassroots or major donors.

• Mid-Level Donors’ Unique Needs:

  • Kel (20:26): "Phone calls work well for mid-level donors because they need something more specific than digital segmentation."

• Integrating Phone Calls with Other Channels:

  • Kel (26:17): Advocates for a multi-pronged approach, where phone calls complement other marketing efforts to maximize engagement.

Practical Tips and Final Thoughts

As the episode concludes, Kel offers actionable advice for fundraisers looking to implement phone-based strategies effectively.

• Actionable Steps:

  • Kel (35:21): "Start with thank you calls across the entire organization to build team engagement and clarity."

  • Kel (35:31): "Set manageable goals for initial calls and gradually build up to more engaged conversations."

• Encouraging Vulnerability:

  • Mallory (30:00): Emphasizes the power of vulnerability in phone calls to foster genuine connections.

  • Kel (30:00): "Show your vulnerability... it deepens connections even if the donor cannot contribute immediately."

Conclusion

Episode 223 of What the Fundraising offers a comprehensive guide to transforming phone calls into powerful fundraising tools. Kel Haney’s Tent Framework, combined with her emphasis on curiosity, authenticity, and structured conversations, provides fundraisers with the tools needed to engage donors meaningfully and effectively. By embracing vulnerability and focusing on relationship-building, fundraisers can overcome common barriers and achieve significant fundraising success.

Notable Quotes:

• Kel (02:25): "I raised over $6 million by talking about my favorite thing... curiosity about others and cultivating community."

• Kel (05:28): "You're going to introduce yourself immediately... ask them an open-ended question to spark curiosity."

• Mallory (05:28): "It must actually be grounded in intention... not just a scripted line."

• Kel (09:01): "First and foremost, there has to be some curiosity about getting on the phone... it's about building the whole team."

• Mallory (30:00): "Letting yourself be seen makes the moment tender for you too... deepens the connection."

• Kel (35:31): "Set manageable goals for initial calls and gradually build up to more engaged conversations."

Further Resources:

• Kel Haney’s Website: KelHaney.com for coaching and training services.
• Kel on LinkedIn: Search for Kel Haney to connect and follow her latest insights.
• Additional Tools and Tips: Visit MalloryErickson.com/Podcast for more resources related to this episode.

This episode serves as an essential resource for nonprofit leaders and fundraisers seeking to enhance their phone-based fundraising strategies. By implementing Kel Haney’s proven techniques, listeners can elevate their fundraising efforts and build more profound, lasting relationships with their communities.