7 Tips to Help Make the Ask
For many of the staff and volunteers we work with, asking for donations is typically the most uncomfortable part of fundraising. But asking for gifts to support your organization’s cause doesn’t have to be something that you dread, or feel like you are asking for a favour. Sharing why your cause is needed and important is enough to motivate many people to lend their support.
So for those who are new to fundraising or those who simply need some guidance when asking for donations, here are seven tips to help you get started:
Do your research. Identify who the best prospective donors might be. Start with existing connections who may already be connected to your organization such as current donors and volunteers. Use your donor management system to identify one to five donors that give their money and/or time consistently in support for your organization. Some questions to consider when identifying prospective donors are, do they have a history of giving to other organizations? If they don’t volunteer, do they demonstrate interest in other ways?
Familiarize yourself with your case for support. Your nonprofit case for support is an excellent tool to help explain why the work your organization does is important, and helps persuade prospective donors to support your cause. In addition, a case for support helps you tell your organization’s story. A compelling case for support will let the donor know why they should care about the work you do and specifically how they can get involved.
Start building relationships with your donor. The worst thing you can do is catch a donor off guard when asking them for money. By the time you are ready to ask a donor for money it should not come as a surprise. Your first points of contact with a donor should not be an ask. Instead, take the time to build a relationship with the donor. This may take months, or even years; however, the more you get to know about a donor, the more you will be able to gauge their interests or their concerns.
Practice asking for money. If you will be meeting with the donor in person, virtually or over the phone, the best way to create a great atmosphere for yourself and the donor is to practice every aspect of your ask. In advance of the meeting, rehearse the scenario and possible conversations. Based on your research you may want to anticipate possible questions or concerns that the donor may have in advance so that you are not caught off guard. It may also help to have an agenda for the meeting as well. Here are some scenarios and conversations to consider, will you make some small talk in the beginning? How will you lead up to the ask? How can you make the ask as smooth of a transition as possible? You do not want to sound scripted; however, when you plan in advance it will remove some of the nerves you may feel and allow you to have a natural conversation with the donor.
Be prepared for “Yes”, “No” or “Maybe So”. To this point you’ve done your research, you are familiar with your case for support and the goals of your organization and hopefully you’ve had multiple conversations with the donor. So you should be feeling quite confident. However, even with all of your preparation, you may not get the amount that you were looking for or the donor is not ready to give at this moment. Don’t be discouraged. A “no” does not mean that the donor will never give, just not today. If you have a great relationship with the donor, continue to cultivate them and in the future you may be rewarded with a major gift for your nonprofit.
Say Thank You. Thanking a donor is one of the most important aspects of fundraising. If the donor does provide a gift, take the time to show your appreciation and send an acknowledgement. Let the donor know what the impact of their gift was.
Provide other opportunities to engage with your organization. Organizations have to remember that support comes in many forms. And you do not want your donors to think that each time that they hear from you it is to ask for money. Let them know of other opportunities to engage with your organization such as volunteer opportunities, or a fundraising event for your nonprofit that they may be interested in.
Asking for support is part of fundraising. By doing your research and identifying those that have the potential to support you and building relationships, fundraisers can set themselves up for long-term fundraising success. By following the seven tips outlined above, you will have a plan for asking for gifts. And regardless of the outcome, continue to provide opportunities for donors to engage and connect with your organization. Hopefully through this exercise you’ll find prospects that already love the work that you do, and are willing to support your cause with a gift in the future. So if we remember that giving is joyful for many that support our organizations, hopefully that can reduce some of the “dread” that many fundraisers may feel.