Home > Tactics > Donor Obsession > Anticipatory Service

Problem: Donors may feel unimportant if their needs are only addressed after they ask for help.

Solution: Train staff to notice what donors might need and offer help before they even ask, making donors feel special and valued.

Introduction:

Anticipatory service is a proactive approach where staff observe, listen, and understand donor needs to fulfill them before they’re expressed. It involves attentiveness to donor preferences, emotional cues, and personalized details, creating an experience that feels seamless and individualized. This style of service transforms interactions by making donors feel genuinely valued and understood, enhancing their overall experience through small gestures, quick adjustments, and a warm, welcoming atmosphere.

Tools:

• Map every donor touchpoint in advance, using a tool like Expectation Mapping. At every touchpoint, you should know the minimum that they expect, and find ways to exceed their expectations.
• Train staff to listen attentively from the first point of contact, such as the reservation call. Information gathered here, including preferences and special requests, should be logged in a Mystique Database and accessible to the entire team.
• Active listening involves taking note of subtle cues, such as mood or preferences, even before donors express them explicitly.
• Review donor history for past interactions, noting any previous service issues and how they were resolved. This allows the staff to anticipate needs, creating a welcoming environment from the start. Staff should personalize interactions by offering tailored recommendations.
• Contact donors in advance of meetings and visits, and offer personalized service.
• Encourage team members to act as agents of hospitality, with the flexibility to make judgment calls that benefit the donor. Policies should serve as guidelines rather than strict rules, enabling staff to adjust based on each unique situation.
• Monitor the pace of events and meetings with donors, and adjust to their tempo.
• Follow up with donors after they interact with you, particularly if they experience any issues. Expressing genuine appreciation for their feedback and addressing any complaints proactively can turn a negative experience into a memorable one.
• Maintain a warm, approachable demeanor, going beyond rote responses to offer genuine, heartfelt service.
• Make phrasing adjustments—avoiding empty phrases like "How is everything?" and instead asking meaningful questions or making observations about the experience.

Original Phrase	Adjusted Phrase
"How can I help?"	"What would make this easier/better for you?"
"No problem"	"You're welcome" or "My pleasure"
"I don't know"	"Let me find that out for you"
"You need to..."	"It might help if you..." or "One way to handle this could be..."
"Anything else?"	"Is there something more I can do for you?"
"That's our policy"	"Here’s how we handle that and why…"
"I'll try"	"I will do my best"
"Sorry for the inconvenience"	"Thank you for your patience"