I'm a salesman. I learned that startling fact on a business trip from Phoenix to Chicago. During the long flight I peeked into the seat pocket in front of me, there I found the America West Airlines Magazine. Thumbing through its pages I came upon an article entitled, Sales 101, by noted business writer Robert McGarvey. The lead sentence caught and held my attention. It stated: "Face it. In today's competitive world, selling is the name of the game -- whether we're engineers, managers or presidents."

I've been in fundraising for over 20 years and have always introduced myself with whatever title I'm saddled with at the time. I've been a Special Projects Director, State Director, Annual Giving Specialist, Foundation Director, Executive Director and Director of Fund Development. It occurred to me, as I read this article, my long list of impressive titles were conceived by organizations who really didn't want to call me a salesman. But that's what I've always been, a salesman. All these years I've been selling charitable organizations to the general public and through my efforts have produced philanthropic revenue.

The article listed six cardinal rules for a successful salesperson. They are also the cardinal rules for raising funds.

Think like a buyer. What does a buyer, or donor, really want. Respect? Honesty? Confidence? Of course. People buying a product expect the service or merchandise to be as presented. Donors to your organization have the same expectations. They are convinced their support is an investment in the worthy mission of your organization.

Whether you're asking for a $50 gift or a $500,000 gift, keep in mind the feelings, emotions, needs and desires of the person you're soliciting. Live and work by the Golden Rule, I believe all successful fund-raisers do. Think about the last time you were personally approached for a gift. Was the solicitor sincere? Did she make eye-contact during the meeting? Was he articulate and straight-forward in his presentation? Did she smile? Was he well prepared? Did she ask for the gift? Donors, like buyers, want to feel confident that their gifts are going to an organization comprised of competent and caring individuals. We as salespeople can instill that kind of confidence.

Offer service. Every thank-you letter I've ever written ends with the same twelve words: If I can ever be of service, please don't hesitate to call. This is not just a trite, cliché statement, I really mean it. Over the years I've had donors take me up on that promise. I've tracked down missing phone numbers, delivered packages, called relatives, suggested physicians, picked up stranded patients, bought dinners and searched for wayward pets. Fund-raisers are, and should be, on the front-line with the donors. Cultivation and retention of donors is not a scientific concept relegated to computer modems and spread sheets. To cultivate an individual you have to really care for that person and provide that extra ounce of service to keep them loyal to your organization.

Trumpet value. Why should an individual, foundation or corporation donate to your organization? Are you better managed than other organizations? Have smarter employees? A wiser Board of Directors? Probably not. However, your organization is unique from other charities in ways that only you can explain. And that's what selling is all about. Telling your story in a way that elicits a favorable response is a selling technique that will improve your chances for receiving contributions. People donate to you because they believe in you and know their contributions will be used to help others in need, provide a service or support research efforts. Value is defined as a judgment of something with respect to its worth. As salespeople we are in the very best position to extol the value of the organizations we serve. Everyday when we're in front of people we should be continually beating the drum about our worth, our good deeds, and our service to mankind.

Listen and learn. One of the oldest and most successful sales techniques is making your presentation then closing your mouth and opening your ears. Yogi Berra once quipped, "You can observe a lot by watching." You can also learn a great deal by listening to the needs of your donors. When you visit your prospects don't be so self-absorbed in your pitch you forget to listen. A friendly conversation will give you valuable information on financial plans, family members, and personal aspirations. I always carry a tape recorder in my car to use after a prospect meeting. On my drive back to the office I record any comments or observations that should be added to their donor profile. As we learn more about our donors, they will become friends and supporters rather than simply names on a computer screen.

Keep records. Several years ago I addressed a luncheon meeting of a civic organization. They were embarking on their second year of a fundraising program that sold roses to corporate executives on Secretaries Day. I commented to the group that the second year of any fundraising program is generally easier than the first. Their records from the previous year would serve as a valuable springboard when kicking-off their rose sales. I received blank stares from club members. "You did keep records didn't you?" I asked. The answer was no. They would be starting from scratch instead of utilizing detailed records. We salespeople know the importance of record-keeping. Our records keep us up to date, on time, politically correct, and asking the right person, for the right amount of money, at the right time.

Deal straight. Nothing turns off a customer, or donor, like a raw-deal. Several years ago a local hospital solicited and received a $300,000 gift from an individual. The money was to be used to remodel a surgical suite. A year later the Board of the hospital announced it was building a new facility and the remolded surgical suite was to be demolished. The donor was livid, vowing never again to support the hospital.

Always tell the truth to donors. If you don't have the information that's desired, say so, then go find it. Don't make the mistake of giving advice if you're not qualified. Our donors and customers are not stupid. They can see through fluff, change their minds, remember transgressions and hold a grudge.

I'll add one more item to the list of cardinal rules for selling:

Say Thank You. Recently I bought a new car. Within days of the purchase I received thank you letters from the salesman, the general manager, the owner of the dealership, and a vice president of General Motors. I received a complimentary road map, cleaning cloth and an emergency road kit. Several days ago I received a birthday card from the salesman. I was impressed. On the other hand, my wife and I made a substantial gift to a local charity. Six weeks later we received a form thank-you letter with the Executive Director's name poorly stamped on the bottom. I was not impressed.

It's time fund-raisers, and the charitable organizations they serve, realize they are in the people, and sales, business. Michael LeBoeuf, Author of How to Win Customers and Keep them for Life, summed it up perfectly when he said: "The biggest mistake we can make is thinking we're not in sales. Everybody is in sales."