Practical Tips for Donor Discovery Meetings
Relationships that you build with donors for your nonprofit have to start somewhere. We can talk about how important it is to “build relationships” ad nauseam, but what are the actual mechanics of that conversation and how do we put an appropriate amount of significance towards the right things? There are a few key areas that you can focus on when you manage to get a donor discovery meeting on the calendar. Here are some tips to help you get the most out of these critical conversations:
Donor Discovery Meeting Essentials
The best discovery meetings are usually not even about money at all. They are mostly about understanding donor interests and finding authentic ways to connect those passions with your organization’s goals if that’s appropriate. The worst and probably most rookie strategy of donor discovery meetings is being what we would call a “product pusher” where you are only talking at them and not learning about the potential donor to create a dialogue.
Your goal as such is to be essentially be a philanthropic facilitator. You want to become trusted partner who helps donors make a meaningful impact through their giving by drawing the line between what they’re excited about and what your nonprofit does (if there is a line to be drawn at all).
The Donor Retention Challenge
Why do these meetings matter so much? Because ~70% of first-time donors across the country will never give again to an organization after they make their first gift. Donor retention is one of the greatest challenges nonprofits face, which means that a well-conducted discovery meeting is your chance to break that cycle and be one of the top nonprofits in this way.
The sad truth is that most nonprofits don’t allocate the appropriate effort or time to create relationships with their donors. However, the good news for you though is that even if you don’t do this perfectly and at least try, then you’re still way ahead of most organizations. Remember that Donor Retention > Donor Acquisition.
Effective Pre-Meeting Preparation
A successful meeting begins in the preparation. Make sure you:
Communicate the purpose: Let the donor know this meeting is about understanding their interests and giving them some information on the organization, not making an immediate ask. Do NOT bait-and-switch a potential donor by lying about the meeting’s purpose.
Do your homework: Review their giving history, background, and any shared connections that you have access to.
Share meaningful ideas: Bring examples of initiatives or projects that might align with their potential interests. The goal is not to sell, but to spark curiosity and conversation by having some of these resources ready.
Don’t put too much pressure on yourself when you’re just prioritizing building trust at this point. Don’t overthink it, just go talk to them!
Ways to Build Trust with Donors
Trust is the currency of philanthropy. To build it:
Ask open-ended questions: Invite donors to share their story, what motivates them (or what has motivated them before), and how they see themselves making an impact. Questions like “What has inspired your philanthropic giving in the past?” or “What change would you most want to see in our community?” open doors to rich conversation and makes the conversation feel less like a “pitch”.
Be transparent: After the meeting, follow up promptly. Share notes, updates, or resources related to what they expressed interest in. This shows you’re actually listening and committed to a genuine partnership.
Moving into Donor Cultivation
A strong discovery meeting leads naturally into cultivation. Use what you’ve learned to:
Qualify donor interests: Match what you heard with opportunities in your organization, ensuring the right fit for both sides.
Develop funding proposals thoughtfully: When you’re ready to present opportunities, tailor them directly to the donor’s expressed values and interests. Shoving a generic proposal at a donor will give you a lower success rate.
Think long-term: Every action should demonstrate transparency and stewardship, establishing an ongoing relationship. Treat this as a foundation for a multi-year connection with your donor.
It’s okay if your discovery meetings aren’t always perfectly polished. People are imperfect by their nature, which can actually help your mission by associating your work with the actual humans behind it. A mindset shift in what the discovery meeting should accomplish and a vision to a deeper and longer term relationship with your donors will benefit you more than any words you could possibly say at your discovery meeting.
Need help refining your nonprofit’s donor funnel? Donor retention is an extremely common problem in nonprofits all over the country. Send us a message and we would love to learn more about your nonprofit organization! We’ve helped hundreds of nonprofits drive more fundraising revenue to their bottom line.
