Leads Generation Refresher

In his blog post on Tuesday, April 24, Marc A. Pitman, author of The Extreme Fundraising Blog, talked about his experiences relearning and increasing his skills in leads generation. When asked by his executive coach, Freddie Ray, an expert in leads generation, what he currently was doing to generate leads, Pitman wrote that he replied “things like direct mail, websites, brochures, conversations, participation in community groups, articles in the paper, event posters around town, etc.”

But, as Ray pointed out, these things are passive activities.

“To generate leads, Freddie said my action must have purpose. It’s not just showing up at a social networking time. It’s showing up with the focus of talking to certain people. It’s not just making the gift giving options available on the website. It’s me asking others to take specific action. And it’s even better if I’m giving them something in return,” he wrote.

Ray walked Pitman through steps to help improve leads generation, steps that Pitman recommended all nonprofit fundraisers go through.

He wrote, “Between now and May 22, why don’t you go through the same four steps?

1. Figure out exactly what you’re asking people to do. This isn’t as easy as it may appear. Is it increasing your donor base? Landing major gifts? Increasing planned giving commitments? All of the above? Define each one on paper. And be sure to have only one in mind when you are interacting with people.

2. Look over your calendar to determine how much time you’re committing to your job.

3. Commit, in writing, to how much time you’ll spend in leads generation activities.

4. List a bunch of action-oriented leads generating activities. Even transforming some activities you’re already doing by now doing them with a leads generation focus.

5. Do it.”

— April 24: “Generating New Leads,” Marc A. Pitman’s Extreme Fundraising Blog (http://fundraisingcoach.com/blog)