New book explains how to influence and persuade major donors
Howard Lake | 29 July 2015 | News
Fundraising trainer Rob Woods has written a guide to help major donor and corporate fundraisers systematically improve their ability to influence donors.
Woods wrote ‘The Fundraiser Who Wanted More’ having found that one of the great challenges for corporate and major donor fundraisers is how to handle conversations with important potential partners. What should you say to a very wealthy or powerful philanthropist who wants to support your charity?
He recognises that many fundraisers in these roles have good social skills and can sustain a conversation with a range of different people. However, he argues that too many of these conversations don’t lead anywhere, thereby missing the chance to influence someone to make a truly major difference.
‘The Fundraiser Who Wanted More’, subtitled ‘The five laws of persuasion which transform your results’, offers a systematic approach to influencing and persuading would-be donors, with an emphasis on securing the donation, not just relationship-building. It focuses on the experience of one fundraiser, Claire, and what she learns about her craft. Indeed, the first chapter starts with Claire having a dispiriting time at a fundraising conference, but a chance encounter sets her on the path to realising she does have what it takes and can learn even more.
In the introduction Woods explains:
“I’ve met dozens of high-achieving fundraising professionals and found precisely how they get their results. I’ve used these patterns to design practical tools to help any fundraiser, from any type or size of charity, to raise more money”.
Mark Bishop, Director of Fundraising at Prostate Cancer UK said:
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“If you care about your cause, your charity and your ability to make a difference then do yourself one massive favour: read Rob’s book.”
Ken Burnett, author of many books including ‘Relationship fundraising’ and ‘Storytelling can change the world’ who wrote the foreword. He said:
“Rob Woods’ first book is a delight. Claire’s journey into enlightenment is a tale well told with charm, ease and wit and you’ll find the lessons she learns along the way really useful.”
The Fundraiser Who Wanted More is available for £9.95 on Amazon.co.uk.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.