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2019 Mentor Program Blog Post: Stephen Danowski & John Leavell

By John Leavell posted 09-22-2020 11:44 AM

  
MENTOR: @Stephen Danowski
Director, Business Development & Corporate Underwriting
Detroit Public Television (Wixom, MI)
MENTEE: @John Leavell
Corporate Development
PBS Fort Wayne (Fort Wayne, IN)
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Casting for Lunkers:  Five Fishing Tips for Landing Higher Capacity Funders 

 

lun-ker 

noun 

An exceptionally large specimen of a fish. 


Fishing and sales have a lot of similarities. You know there is a lunker out there and your goal is to land it, but you’re just not always sure how. There are a multitude of approaches, strategies, baits, and tackle you can try. 
 


THE START:
 

JOHN:   

The prospect of working with someone from a large market was both exciting and a little intimidating. But we hit it off quickly and found a lot of commonalities. Stephen was able to create a non-judgmental environment that allowed me the opportunity to learn as well as experiment in my approach. 

STEPHEN:   

We had a lot in common and an immediate rapport.  John is an experienced salesperson with a tremendous work ethic.  So, we were able to hit the ground running.  We started by talking about John’s sales presentations.  And he was very quick to be creative and make adjustments. 

 

Fishing Tip #1:  The choices you make in approaching a fundraising opportunity are reflected in the sales package. 

THE SALES PACKAGE 

STEPHEN:   

John was presenting extensive narratives – well thought through but ‘a wall of words.’ 

JOHN:   

Stephen sent me copies of some of his proposals when we first began the Mentor Program, and I started constructing mine with a new template including the clients’ logo, images of the program and short, impactful statements, e.g. “You will reach an unduplicated loyal audience that is not watching most other channels.” 

KEY TAKEAWAY:  Create a Custom, visually attractive proposal with a short, powerful message. 

 

Fishing Tip #2:  Lunkers are out there, and to land them you need the appropriate bait and tackle. 

TARGETING HIGHER CAPACITY FUNDERS 

JOHN:   

Media sales is a new experience for me. When I had first started, I immediately gravitated to small businesses with a “fundraising” sort of pitch. Stephen’s mentoring got me thinking about higher capacity funders. 

STEPHEN:   

John was very experienced in selling.  We worked on “adding zeroes” to the proposal. To do that sometimes we need to change up who we are prospecting.  Again, John was a quick study.  He identified an eco-friendly producer of heat pumps.  He did his research, targeted specific programming, listened to the client’s feedback and landed a $13,000 fish – about ten times higher than his usual. 

KEY TAKEAWAY:  Pursue the higher capacity funders. They are out there, and you can land them. 

 

Fishing Tip #3:  Compelling Research and other available data are like a fishing map that tells you where they’re hiding.  We all want to have an impact for the funder, so we owe it to them to use all of the tools in our tackle box. 

DIG INTO THE DATA 

JOHN:   

When I first received a copy of the MRI Notebook, I wasn’t sure where to start. I spent a couple of days going through it and learning how to utilize the information.  Recently, I had the opportunity to present Antiques Roadshow to a prospect who buys and sells rare coins. The MRI Notebook has survey data on coin collectors! I was able to support my recommendation that they sponsor Roadshow, and they signed an annual contract for underwriting. Invest the time and learn the data. 

STEPHEN:   

John is a true research wonk and in a short time he was instructing me on how to use the MRI notebook LOL.  Even though I’m more of a “Compelling Research” person.  

KEY TAKEAWAY:  Compelling data is not just for the IVS.  It’s the life raft that’s going to carry you over sometimes rough waters during the passage to a signed contract. 

 

Fishing Tip #4:  The IVS is the embodiment of the hook and the bait combined. It’s how you are attracting the funder as well giving them an appetite for your product or opportunity. It’s what is going to make them bite. 

POWER OF THE IVS 

JOHN:   

Use the IVS to create a strategy to help a client achieve their goals. It is a launch point for conversation.  It gets them talking about what they want to achieve, who they are trying to speak to, and gives me direction on what solution to provide. 

STEPHEN:   

Where is the pain? What are the possible fits with your organization?  How can you learn more about the prospect?  If you can’t suggest to the prospect the reason why the meeting may be beneficial, maybe there won’t be an appointment. 

KEY TAKEAWAY:  The power of the IVS resides in thinking about the prospect and walking for a few moments in their shoes.  The Feature/Function/Benefit is the hook.  Don’t forget the bait:  The Unique Differentiator! 

 

Fishing Tip #5:  During these unique times, the fish are still out there and they are still biting. What worked before may not work now. Try different approaches, change the bait, cast in a different direction.  


PARTING THOUGHTS
 

STEPHEN:  

I was just watching three people fishing from the dock, casting and reeling in the line, over and over....and over. 

They kept at it, conferring now and then and occasionally shifting direction of where they cast.  Whether it is for sport or dinner, fishing is one of those endeavors you CAN do solo.  But better, like them, when you can have some rapport even in this age of social distance.  This year’s mentor/mentee relationship was like that, in a time like no other.  The fish are still in there.  Keep casting the line.

JOHN: 

I grew up fishing with my dad and my brothers. My dad had never used artificial baits until I taught him what I had learned from a fishing show on tv. And I had never used a deep-diving crankbait until my younger brother loaned me one and showed me how to use it.  As we fished together, we learned from each other and expanded our knowledge and our approach. What I’ve learned from Stephen has been invaluable in my approach to gaining sponsors. And I value having a new “fishing” buddy.  

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