The Make or Break Part of the Ask

Creating this may be a stretch. That's OK. Feeling the connection, if only indirectly, goes a long way to boost a person's interest in the cause..

If the recipient is already a supporter, then you must first express your gratitude—as specifically as possible—before you make another request. This seems like such common sense. It is very uncommon, however. I see this in my own experience about one time in 10.

Asking ad nauseam is the rule. Whether it's a seven-figure donor or someone for whom $50 is a stretch, donors really don't like it. It's the No. 1 donor negative, year in and year out.

For Laura, just asking the question as to what's important puts her in a select group of listeners rather than tellers. Donors really want to know you're listening.

By far, the most frequently made mistake I see is when a worthy nonprofit assumes mission trumps all. It's mostly out of oversight, as nonprofit leadership is focused on doing good. However, sometimes it's because the organization really believes that donors are merely "funders"—the ATMs of the nonprofit world.

Whether it's oversight or deliberate neglect, the effect is the same. Donors walk.

Sorry. It's just not about you or your mission.

What?

Principle 1 of The Eight Principles^TM is Donors are the Drivers®. Donors drive philanthropy. They provide direction and force. Direction through their own values and visions. Force through the resources they give to your organization to realize their visions for a better world. Their visions.

That's not to say yours and theirs can't be the same. But it's your job to show the match.

Laura listened carefully and was quite grateful for the brief time we spent together discussing her needs. She rightly understands that successful fundraising is much, much more about what you're thinking than just doing.