Fundraising is all about generating income for a charity. So, in many ways, it is very similar to a sales job. However, the distinguishing factor is in terms of what you’re selling. While a regular sales person is trying to push a product or a service, when you’re charity fundraising what you’re selling is a feeling. But what are the other similarities and differences when it comes to sales and charity fundraising — and do you need experience?
The differences between charity fundraising and sales
- The cause and the flow — When you’re selling a product or service it’s often about trying to convince someone that yours is better than a competitor’s. The big difference with fundraising is that the messaging is more about emphasising why this cause is worth supporting. Flow can also be different i.e. customers can flow to salespeople if they are looking for that product or service but when it comes to charity fundraising it’s often up to the fundraiser to reach out.
- Where the money goes — Sales is a straightforward transaction where someone receives a product or service in return for cash. In charity fundraising, the key is to focus on where the money will end up and how much of a difference it will make there. Money is making a difference for those who the charity supports, rather than the person making a donation. Supporting charitable causes can feel as good — if not more so — as buying for yourself, which is why this is important to emphasise.
- Emotional impact — Very few products or services will make an emotional impact on the person who is buying them. However, that’s not the case when it comes to charitable donations. A fundraiser’s role is to show just how much of an emotional impact donating can have — it’s an act that comes from the heart as opposed to the head and taps into the desire we have to make the world a better place.
What makes a great charity fundraiser?
Many of the basic skills of sales and fundraising are the same. Which is why it can be so useful to look at what makes a great sales person and how this can be adapted to make charity fundraising more effective too.
- Make a good impression from the start — The moment you give someone a reason to dislike you they will likely leave the conversation, whether that’s in fundraising or sales. So, it’s vital to make a good first impression, from being polite and warm to having open body language and giving compliments.
- Personalise your approach — As a charity fundraiser (or a salesperson) it’s vital to know what the person you’re talking to really cares about so that you can tailor your approach to show how that aligns with your cause. That’s why it’s sensible to open with questions that will reveal motivations and priorities. If you’re fundraising for an animal charity, for example, that could be asking whether someone has a pet or is an animal lover. Remember that people buy from people so it’s important to have a conversation, one human to another, rather than rattling off a sales pitch.
- Who is the donor? — Establishing donor identity is key to getting positive results when it comes to charity fundraising. We all have many different identities that make up who we are and being able to tap into just one of these can be a great way to start a conversation. An obvious example is starting a conversation with someone about a team they support because they’re wearing a fan shirt. Other identities can come from employment, religion, hobbies, gender, age or being a mother, father, son etc. Visual cues are key to this and it’s vital to avoid making assumptions that could be wrong and put someone off.
- Effective communication skills are vital — It’s fundamental to be an effective communicator if you work in sales — and the same goes for charity fundraising too. The foundation of this is not often what people expect — it’s actually all about listening. Listening creates an advantage because you know what someone wants, what their needs are and why they are talking to you. Another key element of effective communication is being concise and straightforward. Avoid using jargon or lengthy monologues, just deliver your points simply and clearly instead.
- Use psychology to your advantage — There are lots of ways to do this, for example show the person that you value their time by being clear that you won’t take up too much of it. Choose open, non-confrontational questions and always opt for optimism and positivity. Social proof is a great psychology tip — talk about how others have become involved and been positively affected as a result. You can also give something in return for someone stopping to have a conversation with you. Even something as small as a sticker can feel like a reward.
- Create trust — This is vital to a situation where money is changing hands, whether in sales or charity fundraising. Making someone feel at ease is the first step to creating trust. Demonstrating credibility, honesty, transparency and sincerity are all also key.
- Show expertise — When you’re able to demonstrate subject matter expertise this will also help to encourage someone to feel that your cause is worth supporting. That means being able to draw on facts and statistics that illustrate your points in a credible way and being able to answer any questions that come up.
- Use storytelling — The whole of life is about stories and this is the way that most humans interact. Storytelling is incredibly powerful in charity fundraising because it helps to establish a human connection. People love to hear the stories of those who have faced hardship and turned this around with the right support. This often makes a potential donor feel like they could actually make a big difference (which they can) by offering financial support.
There are lots of similarities between a sales job and fundraising — but also some fundamental differences. You don’t necessarily need experience for either but there are plenty of skills — like communication — that it’s useful to have (or hone) before you start.
Become a charity fundraiser with Wesser
We are currently recruiting for door-to-door charity fundraisers to work as part of our national live-in fundraising teams. This is a fantastic opportunity to raise funds on behalf of high profile charities who rely on the financial support of the public to deliver vital services.
If you are a fun-loving, friendly individual that wants to make a real difference in the charity sector, then a charity fundraising job will be perfect for you!
Source: https://www.wesser.co.uk/is-charity-fundraising-a-sales-job-and-do-i-need-experience/