Outreach #4 – Phone Script

Everything I know about making phone calls I’ve learned the hard way.

The best fundraisers out there are good on the phone. Period. Once I realized how important this part of the job is, I knew I had to figure out how to get better.

So, over time, I’ve gone from bumbling idiot on the phone to…just idiot, I guess. And now that prospecting calls are a key part of my daily process, I don’t hate them anymore.

This is post #4 in a series on qualification outreach. Again, we’re focusing largely on new prospects – folks you don’t know yet. And prospects for major gifts, at that.

Before this, we covered inner game, process, and I gave you a sample script for a pre-call email.

So, you emailed. And surprise! Not everyone responded.

That’s OK. This is fundraising after all.

Good thing you kept the initiative and promised a follow-up call on a particular date.

Your Framework for Success 

I’ve written a lot about phone calls. Probably because I was so bad for so long. Here’s a link. Here’s another.

So, let’s get right to it. Briefly, here are the ingredients I use, in order:

1. Stay-in-control opening
2. Flexible rapport building
3. Get to the point
4. Answer the Why me? question
5. Make it easy
6. If leaving a message: Keep the initiative

 Word-for-Word Script 

I’m an academic fundraiser – the sample script below is geared toward alumni outreach. But I’m confident its basic building-blocks can be used for any type of major gifts fundraising where face-to-face visits are key.

Hello, this is [your name] calling from [institution]. Have I reached [name]? 

How are you [name]?   …   Good. I’m glad to hear it! 

Did I catch you at a good time? …   [OPTIONAL: When is it ever a good time, right!] 

Now, I understand you hold a degree in [program] from [institution], is that correct? 

[OPTIONAL open-ended question related to student/alumni experience.] 

Great! Well, I’m reaching out to see if I can treat you to lunch in the near future. 

We’re working hard to stay in touch with alumni. We want to know what you’re up to. And we want to share info about key projects and involvement opportunities here at [institution]! 

Perhaps we could meet at [restaurant] on [street near prospect’s home or office.] Can I run a few dates by you?

Definitely not rocket science, right!? But, let’s take a closer look at what’s going on.

1. The script starts with what I call a “stay-in-control” opening. It increases the likelihood that you’ll actually get to your main point.Tell your prospect your name and your organization’s name right away, and then be the first one to ask a question. Nothing kills momentum like your prospect asking you, “Who’s calling?” or “What’s this regarding?” Stay in control at the outset.
2. The next section is flexible building rapport. Start with an easy Yes/No question. I have a lot of success with Did I catch you at a good time? Truth is, it’s never a good time for an unsolicited phone call! If the prospect hems and haws a bit, you can get an easy, rapport-building laugh by following with When is it ever a good time!? And here’s the flexibility part. If you’re prospect seems chatty and not pressed for time, go deeper with an open-ended (Who, What, When, Where, Why, How) question. Prepare for this when building your call script.
3. Next, get to the point. In this example, it’s lunch.
4. Then answer the Why me? question. You already did this in your pre-call email. Briefly touch on those same reasons for wanting to get together. Don’t belabor it, but do provide relevant context for your outreach.
5. Get back to your lunch offer, and again, do all the work. Suggest a restaurant near your prospect’s home or office that she’ll likely know. Your goal here is to make the visit seem easy and familiar. Finally, stay in control and ask Can I run a few dates by you? This is a little salesy, but it works. And again, you’re doing all the work and suggesting dates.

When Leaving a Message 

I change it up a little when leaving a message:

Hello, this is [your name] calling from [institution]. I hope you’re doing well. 

I understand you hold a degree in [program] from [institution]! 

I’m reaching out to see if I can treat you to lunch in the near future.

We’re working hard to stay in touch with alumni. We want to know what you’re up to. And we want to share info about key projects and involvement opportunities here at [institution]! 

Perhaps we could meet at [restaurant] on [street near prospect’s home or office.] 

I will follow-up via email to propose a few dates and times. Hope we can connect soon! 

Pretty similar to the phone script – just without the rapport-building stuff.

It’s important to hold onto the initiative even when leaving messages. The last line above does this. You’re letting your prospect know you’ll take the next step and you’re telling him exactly what that will look like.

Wrapping Up

I always send a quick “phone follow-up email” immediately after leaving a message. Why? Because that’s how most prospects get back to me! I want to make it as easy as possible. And for most people, replying to an email is easier than returning a phone call.

If I still don’t hear anything, I’ll send a “float-up email” a few days later.

Good luck! Leave a comment below and let me know how it goes.

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