6 ways your Biomedical Nonprofit can gain supporters with Leadership Marketing.

If your Biomedical Nonprofit is too focused on gaining new donors, it may be missing opportunities to create long-lasting relationships. Here are 6 Leadership Marketing tactics you can use to start conversations, foster ongoing dialogue, and win more loyal supporters.

Stop Pitching, and Start a Conversation
It’s fine to be proud of your Institution’s accomplishments, but when you are addressing an audience that hasn’t “bought in” to what you’re doing, you can lose them with this approach. Instead of pitching, why not start a conversation about the problems your institution is trying to solve? When potential donors are talking to you—and each other—about how those problems impact their lives, you’re half-way to winning their support.

Don’t Worry About Hearing “No”
You may not get a “Yes” the first time you connect with a donor, but you don’t have to take that as a “No.” He or she may need more education about your cause or may be failing to understand what you do. As long as the conversation continues, you can still win support. Make every communication an invitation to a future one. For instance, place a QR code on a direct mail piece or send an email that routes readers to a microsite.

Avoid Guiding the Conversation
When potential donors can see a pitch coming, their barriers go up and the opportunity for further conversation is lost. Whether you’re connecting online or off, resist the urge to steer the conversation back to selling your Institution. Be content to openly discuss issues that matter to your audience. Consider hosting a chat room on your website, and encourage current supporters and potential supporters to share their ideas.

Don’t Use Scripts
When a question or concern is met with a scripted answer, potential donors know that you see them as a “target”, not an ally. Strive to make every interaction—even online interactions—as human as possible. As I’ve said before, people relate to people, not to institutions, so avoid communicating like a robot. See my article 5 Ways Leadership Marketing Can Humanize Your Biomedical Nonprofit for more tips.

Listen
Sometimes Biomedical Nonprofits are poor listeners because they are busy trying to be heard. Don’t assume you already know what matters to prospects. By listening more, you will discover clues about what motivates people to give to your Institution. These insights will make future communications more meaningful.

Answer Objections with Questions
When you face objections, see them as opportunities to learn more about your prospect’s values. Instead of pouncing with a ready answer, ask more questions. Be sure you fully understand where a person is coming from before you try to counter their thoughts. This approach will foster more respectful dialogue and help you form better, more effective responses.

How does your Biomedical Nonprofit build and sustain long-lasting relationships? I’d love to hear your thoughts. Or, if you have questions on any topic that I can address in a future post, feel free to contact me by calling 866-960-9220 or emailing karan@cushmancreative.com.