Understanding a potential major donor’s ‘perceptual position’ can help you build rapport and secure the gift.

By Bernard Ross

The learning here is simple but not easy. Next time you’re talking to a donor, notice how she talks about her experiences and if she describes them mostly through Position 1, 2 or 3. And then try and frame your ask in that position. Your ability to influence will increase.

Bernard Ross is the director of London-based fundraising consultancy The Management Centre (=MC).