Using Active Empathetic Listening to Build Relationships With Major-Gift Donors

Abstract

ABSTRACTBuilding a relationship with a major gift donor is an important form of fundraising for nonprofits. Fundraisers become relationship managers tasked with building trust and developing mutual goals with the donor through effective communication. The importance of effective listening on the fundraisers part is explored in this paper by overlaying Active Empathic Listening (AEL) on the Major Donor Model. AEL is discussed as a method that if used by fundraisers will help them in their efforts to connect in a meaningful way with major donors by enabling the fundraiser to work with more accurate information regarding the donor’s motivations, interest and desires as well as instill a sense of trust and genuineness between both parties.