"Thanks for taking the time, [First Name]. Before I say anything about what I do, I'd love to hear from you -- what prompted you to take this call? What's the thing that's top of mind when it comes to your data or technology?"
Let them talk first. Their answer tells you everything about their trigger, pain, and emotional state. Don't interrupt.
2. Current State (Diagnostic)5 min
Ask in order -- they map to the 5-stage maturity model:
1. "Where does your donor/client data live today?"
"You mentioned [the manual process]. How much time does that take your team per week?"
"When the board asks for [report they can't produce], what happens?"
"Has that ever caused a problem with a funder or donor?"
"What would change for you if that just... worked automatically?"
Key: Get them to say the cost out loud. "We spend about 15 hours a month on that" = ammunition for your proposal.
4. Qualification3 min
"If we figured out the right fix, what would the process look like on your end to move forward?" (who decides, approval process)
"Is there a budget set aside, or would this be something you'd need to build a case for?" (budget exists or not)
"What's driving the timing? Event, grant deadline, board meeting?" (urgency)
"Have you worked with an outside consultant on technology before?" (trust level, what NOT to do)
5. Prescribe3 min
If Stage 1-2 (most common)
"Based on what you've described, [Org Name] is sitting at what I call Stage 2 -- you have a CRM, but it's not configured for what you actually need, and your other systems aren't connected to it. The fastest path forward is a Data Health Check -- it's $500-$1,500, takes about a week, and gives you a clear picture of what's working, what's broken, and what to fix first."
If Stage 3
"You're in good shape -- your systems are connected, but there's a layer of automation that would save your team significant time. I'd recommend scoping a targeted automation project -- usually $3K-$5K -- focused on the 2-3 workflows that are still manual."
If Stage 4+
"You're ahead of most nonprofits your size. The opportunity now is to start leveraging AI tools -- donor prediction, automated grant writing assistance, personalized outreach. I'd recommend an AI Readiness Assessment first, then we scope a pilot."
6. Close2 min
"Here's what I'd suggest as a next step: I'll put together a one-page summary of what we discussed -- your current state, the specific recommendations, and what the first project would look like with pricing. I can have that to you by [2 business days]. Does that work?"
If board approval needed: "I'll include an ROI summary designed to share with your board. And if it would help, I'm happy to join a brief call with [ED / board committee] to answer questions directly."
5-Question Segment Assessment
Ask these to diagnose which donor segments they're tracking. Most EDs say "no" to 3-4. Each "no" = a gap you can fill.
1. "What happens when someone gives for the first time?"
Tests: welcome series, 90-day second ask (First-time donor segment)
2. "How do you identify donors who gave last year but haven't given yet this year?"