This direct and perhaps slightly frightening challenge was an invitation to engage in a method of donor connection and engagement that is often overlooked in an age of email heavy communications.
Many arts fundraisers divide their time between three areas: major gift cultivation, applications to trusts and foundations, and low-touch campaigns for smaller donations. But what about the donors that fall in-between?
Kel suggests these ‘mid-level’ donors deserve time, attention and connection. While they may not be engaging with your organisational leadership through one on one coffees with executive or artistic directors as major donors typically do, Kel believes that this donor segment is not just important, mid-level donors are vital to our fundraising success, and yet, many of us never call them or directly and personally engage with them. Most often, we reach them via monthly eDMs, providing donation receipts, and the occasional campaign update. What this donor segment is missing is real connection.
The phone call advantage
Kel’s philosophy is simple and bold, in a typical American fashion! Pick up the phone. A phone call may feel old-fashioned, but that’s exactly what makes it powerful. It cuts through the noise.
“You don’t need to script every word or know every detail. What matters is that you’re showing up to listen, to thank, and to ask.”
These calls don’t need to be long or formal. Kel champions the 5-minute fundraising ask through a framework she calls the ‘four tentpoles’. The approach combines a short, structured, and human-centred conversation that combines appreciation, storytelling, and a clear invitation to give.
The four tentpoles: less pressure, more impact
The value of Kel’s approach is that it takes the pressure off. The ‘four tentpoles’ replace the need for a set script, and you don’t need to be a professional fundraiser. In fact, artists themselves can be powerful advocates when reaching out to donors, because they bring authenticity and personal connection to the relationship.
Kel’s four ‘tentpoles’ of the 5-minute fundraising ask are, in summary:
- The first 15 seconds: establishing trust and rapport with the donor – opening with a thank you (use their first name!), share your name and your title, tell them why you are reaching out now, and ask the donor a ‘curiosity’ question.
- The main event: drawing the donor further into your organisation, ask the donor some follow-up questions (lead with curiosity) and allow yourself to engage in a genuine conversation (share your “why” and ask theirs!). Here you also share some updates on what’s happening at your organisation (some wins!) and then your final update, sharing your current fundraising campaign, what are your fundraising for, how much does your organisation need to raise, and how far are along are you right now.
- The ask: shooting for the moon by asking for a specific intentional numerical donation, have a donation amount in mind and how it relates to the donor’s giving history and your current goal, and then hold for a response. Remember to give the donor some space to reflect on what you have just asked.
- The wrap up: identifying the next point of contact with the donor regardless of the outcome, thank the donor for their time and discuss any necessary information (payment for donation, confirm contact information).
Why artists within your organisation should be involved too
Kel doesn’t just speak to professional fundraisers within your organisation, she actively encourages your paid artists to take part in the fundraising process. Why? Because when donors hear directly from the creators, it fosters trust, transparency, and emotional investment.
Artists bring the mission to life. When they’re involved in asking, donors feel like collaborators.
But wait: overcoming objections to phone calls for Australian arts fundraisers
Getting fundraisers to pick up the phone and call donors can be challenging, but many common objections are completely manageable.
One big hesitation is the feeling that ‘no one answers the phone anymore.’ While it’s true people don’t pick up like they used to, calls are far from pointless. Even if you don’t reach someone, leaving a voicemail or following up with an email still creates a moment of connection that builds relationships over time.
Another fear is that donors might be annoyed or grumpy when called. This worry is understandable but often overestimated. Most donors are surprised and pleased when someone takes the time to thank them personally or check in. If you do catch someone at a bad time, a little empathy and flexibility goes a long way. The key is to lead with sincerity, listen, and be curious about why they are grumpy. If they are grumpy, it could be because they care and you’ve undelivered. It is a moment to learn and respond.
A practical barrier for some organisations can be that, ‘We don’t have phone numbers.’ While this can be true for some, it’s not a reason to avoid calls. Instead, it’s a chance to start collecting phone numbers intentionally. Add a phone field on donation and event forms with a clear message like, ‘We occasionally call our donors to say thank you or share updates.’ Don’t overlook the numbers you do have, start with board members or long time supporters who are more likely to welcome a personal call.
Giving Day to the Arts
Kel’s invitation to ‘Pick up the phone’ has particular relevance in the lead up to inaugural Giving Day to the Arts. Giving Days are one of the best opportunities to connect with supporters through phone calls, and even better when you do it together as a team. Incorporating phone calls into a Giving Day are a great way to get your team comfortable with making the ask, turning fundraising into a collective and celebratory effort.
With a clear, time-bound goal and a sense of shared urgency, phone calls cut through the noise of digital Giving Day campaigns and create a personal touchpoint. Calling donors during a Giving Day allows you to invite immediate action, whether it’s to help unlock a match, push your campaign over the finish line, or to simply remind them that their donation makes a difference today. Making calls as a team, whether with staff, board members, volunteers, or even artists adds energy and add enjoyment to the day.
Making fundraising more human
Kel’s approach is about bringing humanity back into fundraising. It’s about turning transactions into relationships, and donors into partners.
You don’t need fancy databases, long cultivation timelines, or a script that’s been tested to death. You just need to be present, be real, and be willing to connect.
As Kel puts it, “Mid-level donors are already telling you something with their giving: I care. If you want to grow that support and turn one-time gifts into long-term partnerships start with a simple action: Pick up the phone. Your mid-level donors are waiting, not just to give, but to connect, contribute further, and feel a part of something meaningful.”
Don’t ignore the phone!
Matt
This article was written by Matt Morse, Director Private Investment Capability.
Private investment Capability’s role within Creative Australia is to build the knowledge and skills of the creative industries to grow their fundraising activities to be successful receiving support from the private sector.
Want to know more?
Connect with Kel through Linkedin.
Go to Kel’s website for tips and guides.
To learn more about Creative Australia’s Giving Day to the Arts.
Join us for our next Knowledge Series: The Gratitude Shift with Lisa Sargent on Thursday 11 September 11am – 12.30pm AEST. Register here.
