When we start helping a fundraiser or a team, it’s usually the case that they are not using any visuals on funder visits. I want to make the case that we should be using visuals in most instances and always asking ourselves, “Would a visual (tool) simplify or accelerate this conversation?”
There are two reasons why people don’t use visuals:
- Visuals – as a tool set – are not available to them. Either they don’t have them or they have never experienced using them. Who thinks of reaching for a tool if they’ve never seen one used?
After showing a newer fundraiser how a visual could support her conversation, she said, “I’m shaking my head in disbelief. I’ve never even thought to ask myself if I should be using anything in these conversations!”
- An aversion that stems from how they fundamentally think about funder conversations. “I would use a visual if I were selling you something, but I’m about relationships.” This wiring presents a false choice: it’s not either/or. It IS a relationship. Of course! And, it’s a relationship wherein you’re trying to maximize the relationship at any given moment by aligning around impact and how you can achieve that impact, together.
If the default wiring of people is to look at this through a relationship context (only), I want to offer a vantage point through an engagement context, which asks:
- How do I turn on their brain?
- How do I ensure efficiency? (Your main competition isn’t other NGOs, it’s the attention span of the funder!)
- How do I best frame the impact for this person in front of me?
From this vantage point, visuals should flip from afterthought (or allergy) to a necessary tool set.
The science tells us:
- A person devotes 10x more of their brain to spatial reasoning than words. Seeing how ideas map together (top/down, left/right, near/far) is how the brain is wired.
- We remember things better when supported by visuals.
- Visuals accelerate alignment between two or more people.
How this translates into helping you (and the funder!):
- Save time. Save turns. Using a visual, you can condense three conversations into one.
- Higher clarity and rapid alignment. Using a visual, you can talk through a concept (note) in real time. Think about how often concept notes sit in inboxes. Instead, visually illustrate and discuss the concept in real time.
The verbal and nonverbal interaction around a visual concept is data gold. By giving them something for quick intake and reaction, you receive mountains of data: interests, aversions, intrigue, question marks. You don’t get this asynchronously.Follow-up becomes capture and depth, not new presentation.
- Enables you to lead. Using a visual, you can navigate to the ask. The For Impact Engagement tool is one form of a visual that helps you move from 30,000’ big picture to 3’ action and how the funder can help. It’s all one picture. The funder knows what is needed, not left to wonder.
