Sometimes the people most likely to say yes are the ones who haven’t responded yet.
I have a real-life story for you today that will help convey why timely follow-up remains one of the most important skills in fundraising.
Silence Doesn’t Always Mean “No”
A few weeks ago, I went to a small, boutique-style gym — the kind that only takes five people at a time — for an hour-long strength assessment. I came back for a free hour with a personal trainer. I met Ben, the owner. At the end of that free hour, the trainer walked me through the training packages and I asked him to email me the details.
I wanted to sign up. But personal training isn’t cheap, so I didn’t act right away. I went back and forth trying to decide between hour-long sessions versus 30-minute ones.
Weighing my options…
The following week, I dropped into a small group training class — pay-as-you-go, no package, no commitment. It was great. I planned to return the following week.
Three days later, I fell off my bike. Broke my finger, scraped my knees and elbows and shoulder, have black and blue arms and legs, and a thoroughly bruised ego. Not exactly “gym bod” material.
So I haven’t been back. I haven’t reached out.
And neither has the gym.
Well-timed follow-Up makes all the difference.
My total time spent at the gym so far: three hours (two of them free). I still intend to sign up. But it’s been weeks now, my motivation has cooled, and I haven’t heard a single word from the trainer or the owner.
It’s no skin off my back either way. But it does make me wonder:
- What are they thinking?
- Did they forget me?
- Are they annoyed I never signed up?
- Did they write me off?
Here’s the truth: if someone had followed up, I would have committed by now. And I probably could have been talked into the bigger package than I originally had in mind.
That’s the part that should make you sit up.
It’s easy to assume silence means disinterest.
That a donor who hasn’t responded has moved on, or is annoyed, or simply isn’t a “yes.” But often, silence just means life got in the way — a bike accident, a busy week, a decision that got deprioritized but not abandoned.
A potential client who intends to use our consulting service but simply didn’t get a chance to follow through. Then came the gala, a grant deadline, and the capital campaign consulting decision got pushed to the back burner.
When Exactly Should You Follow Up with Donors?
So I’ll ask you the question I’ve been asking myself: How often — and when — do you follow up with donors?
Do you make the ask, then just hope a gift materializes?
Or do you have a real plan:
- a specific number of touches
- on a specific timeline
- through a specific channel
My story about the prospective gym membership above proves the point. A well-timed follow-up isn’t pushy. It’s often the thing standing between a warm lead and a closed gift.
I was ready to say yes. I just needed someone to ask again.
Take Time to Refine Your Follow-Up Plan
As a business owner, I’m still refining my own follow-up plan. But this experience was a good reminder that “they’ll reach out when they’re ready” is a strategy that leaves a lot of money — and a lot of relationships — on the table.
Don’t be the gym that let me walk away. The bruises are fading and I’ll be ready to get back in no time. But will I get back to their gym? That remains to be seen.
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