Nonprofit Event Management: How to Sell Your Event Over the Phone

Author: Molly Fast & Paula Hultman on 11 August 2010 | 1 Comments

Tags: Event Management

Understanding your potential donor is a key component to setting up your event fundraising strategy.  First you need to understand why people participate in events.  After you understand why people want to get involved it's important to engage and connect with potential constituents when they inquire about your event.  Inspiring constituents to step up to the challenge and participate in a nonprofit fundraising event over the phone takes a special set of sales skills.

Over the past decade we worked with a variety of nonprofit organizations in the areas of event fundraising recruitment and support, and through those experiences we have learned the difference between selling a cause-related event and selling a product.  Regardless of the size of your event and the constituent participation requirements, these techniques will help your organization engage and connect with your target audience.

Four ways to establish a lasting relationship with potential constituents:

1. Create a Connection

Don't get lost in "the sale", while getting the registration may be the ultimate goal, focusing entirely on "the sale" makes it nearly impossible for you to completely connect with the caller or engage them with your organization. 

Ways to create that connection with the caller from the beginning, and show you care:

• Introduce yourself and ask the caller their name (be sure to use it right away).
• Thank them for calling.
• Determine their affinity to the cause.
• Tailor your conversation (your sales "pitch") based on the emotional driver(s) which made them pick up the phone.
• Listen and ask questions. Be conversational and talk to them like you would a friend or colleague.

2. Offer Solutions

Be prepared to have an answer or solution for every objection you may hear from the caller.  Remember they are calling to get more information, so you can expect to get peppered with questions about all aspects of your event or organization.  Be ready with your answers to turn red flags into green lights, ask questions and offer solutions and continue building a connection with the caller. 

The most common objections we hear are:

• I can't raise that much money
• I can't pay the registration fee
• I'm not in shape for the physical aspect of the event

It's easy to let these objections steer you off course. Don't let the caller off the hook just yet!  A well prepared event fundraising professional must be armed with the skills necessary to keep control of the conversation in order to help the constituent overcome obstacles - some real, and others perceived.  Here's what works for us:

• Empathize with the caller
• Provide solutions for their problem
• Eliminate the objections
• Bring it back to their connection

3. Ask for the Registration

This first contact may be your only opportunity to personally influence the constituent's decision to participate. Every conversation must include an "ask".  Tailor it to fit the conversation.

For some it is a bold, "Let's get you registered!" For others it is support and encouragement, "Once you are registered, we will be here to support you every step of the way. Are you ready to get started?" We always tell our participants who are raising money for the event,  the worst anyone can say is no. 

We have found that asking for the registration, often times more than once throughout the course of the call, helps determine the caller's level of interest. Based on their response to your "ask", you will uncover the reasons why someone may not yet be ready to register, and determine the best direction to take.

Regardless of their response to your "ask", you will have a better understanding of the caller's motivation and hesitations, and will be better equipped to support them if they choose to register later.

4. Leave the Door Open

While the goal is to end each call with a registration, the reality is that this won't always happen.

End your conversation on a positive note. Closing the call, reference one of the connection points you identified earlier in conversation. This will keep them thinking about participating in your event long after your conversation ends.

Leave the door open and provide opportunities for participation in the future:

• Capture their contact information
• Encourage them to gather as much information as they can - share your website, send them an information kit, invite them to attend an informational meeting
• Be clear on what their next steps should be
• Make it easy for them to get back in touch with you
• Bring it back to their connection to the cause
• End your conversation with genuine appreciation for their interest in the event.

At the end of the day, by focusing on creating a connection and building relationships with your prospective constituents, the registrations will follow.  

Tell us in the comments below, how do you talk with your potential constituents?