We all know that fundraising comes down to one exciting, scary moment: when you actually ask for support.
This is when knees start knocking under the table, mouths get dry and suddenly words evaporate.
But it doesn’t have to be so awfully scary, if you can just remember a few very important ideas.
These insights will help you be far more effective, more strategic and happier when you ask.
1. Asking is a process, not a one-time transaction
You have to remember that this is not a “make or break” moment.
Asking is not a single point in time. It’s a process.
- You identify your prospect.
- You open the door and begin a conversation.
- You cultivate and involve the prospect in your cause.
- When the donor is ready, you ask for support.
- Then you thank, thank, thank again.
How close is your relationship with your donor?
It’s all about the longer-term relationship you have with the donor.
Since the moment of the ask is not a make or break event, you can breathe and relax and turn it into a conversation.
2. People will give you money to change or save lives
If you are going to be a successful solicitor, you really must understand that all people give for a reason. And the most prevalent reason is that people want make a difference in the world — they want to change or save lives.
Here’s a short list of the major reasons people give:
- To change or save lives
- Be part of something bigger
- Moved at how their gifts can make a difference
- Give back
- Support the community
- Personal experience with your organization’s mission
3. It’s never about money
Fundraising is about much, much more than money.
If you think what you are asking for is “money,” then you won’t be very successful. If you think it’s all about money, then you won’t be connecting with the higher, altruistic purpose that lives in your donor’s heart. You’ll instead be engaging in a sales transaction, one at a much, much smaller level.
Never, ever make it about money! Instead make it about the kids, the students, the sick, the elderly — whomever you are helping!
One of my great fundraising mottos is: “Fundraising is not about money; it’s about changing the world.”
If you focus your conversation and your energy about what’s at stake and how this gift could make such a huge difference, then you’ll be able to raise mega gifts.
4. It’s not about you
Many solicitors are self-conscious and focus on themselves. Maybe it’s nervousness or awkwardness, but they are self-focused rather than donor-focused.
But it’s really all about the donor.
You should think of him or her all the time, not about yourself. You need to take your cues from donor and listen, not thinking about what you will say or do next.
We fundraisers have learned (the hard way sometimes) that the only way to be a successful solicitor is to let the donor lead the way.
Another of my fundraising mottos is: “Listen your way to the gift!”
5. People give to an exciting opportunity and big ideas
When you are preparing for an ask, you must always, always remember that people want to give to a big purpose, with high impact that has exciting potential.
So when you present your “pitch,” you need to talk in the largest possible terms:
For a kids’ soccer team: “Help these young people develop skills and experience of teamwork in sports to help them prepare for life.”
For a literacy program: “Help people gain self-respect, tools for better employment and become productive tax-paying citizens. And you are also helping an entire family.”
For a post-prison transition program: “Help people make a solid transition so they don’t end back up in prison. Let’s end the revolving door.”
For an independent school: “Help young people get the best possible education so they will be prepared for life — they are our future.”
For a health clinic: “Our health infrastructure is a basic foundation for economic development in our community …”
And on and on. You can take any project and blow it up to its highest potential.
What is your project? Can you blow it up to its highest impact?
These five insights will help you approach your next ask from a more comfortable, authentic and successful standpoint!
