Are you ready to unlock the true potential of your major gift fundraising? If so, you need to count your asks.
Do you ever get the feeling you could raise more money? Is one reason because you didn’t ask as often as you could have?
I’m confident it’s not because you didn’t want to ask. And it certainly wasn’t due to a lack of trying. Most likely, the real obstacles were the never-ending demands of your daily workload and perhaps a lingering uncertainty about your major gift fundraising abilities.
Raising Major Gifts Is A Numbers Game
Do you know how many times you actually made an ask? Not just hinted, not just sent a letter or email, but directly solicited a gift, one-on-one, for a specific amount?
How many total asks last year?
How many times did you personally solicit a gift? Was it less than ten times last year? Between ten and twenty? Or did you get to more than twenty?
Less than 10? Yikes.
If you answered less than ten, you asked for a major gift less than once per month. Assuming you don’t get all the gifts you ask for, you’re not going to raise very much money at that rate.
Frequency + quality + strategy
Let’s be clear — if you’re making a hundred asks a year but not seeing results, that’s not good either. It’s not only about the frequency. The quality and strategy behind those asks matter too. Your solicitations must be thoughtful, personal, and rooted in the principles of effective fundraising and relationship building.
Ask More Often and Ask Smarter
Over the years, I’ve had the privilege of coaching thousands of fundraisers who were every bit as busy, and sometimes just as hesitant, as you might feel right now. What I’ve learned is that success in major gift fundraising often comes down to one simple thing: counting your asks.
Tracking how often you make direct asks is the first step toward improvement. When you see the numbers, you’re empowered to act.
The best part? Anyone can do it.
4 Best Practices to dramatically increase fundraising
By applying straightforward principles, you can dramatically increase the funds you raise. Here are a few best practices you can start right away:
- Set a target for the number of asks each month. Treat it like any other important metric for your organization.
- Keep a log of every major gift solicitation. This helps you notice patterns and areas for improvement.
- Prepare each ask with care. Learn as much as possible about your potential donor. Make your request specific and meaningful.
- Steward donors thoughtfully and persistently. Relationship-building doesn’t end with the ask.
Focus on the Frequency and Strategy of Your Asks
If last year’s fundraising totals didn’t meet your expectations, that doesn’t have to be the case this year. A new approach — focusing on both the frequency and strategy of your asks — can transform your results.
Start by tracking your asks and setting clear goals. Commit to asking more often and with greater intention. You’ll find that, over time, you not only raise more money but become a more confident, effective fundraiser.
This year, make it your mission to ask more, ask smarter, and watch the impact soar.
Amy – thank you again for your insights. I wish you well as you take your daughter to college. I did that four times, and I worked for the university — it was still hard.
How do I determine the number of asks my team should make in a year/month? Is there a rule of thumb, equation, or best practice?
Thank you,
Michael
Hi Michael – Great question. Of course, there’s no exact right answer. So, it depends. The number is different at every organization and for every portfolio.
Do you have MG officers who have been there for years and are working with your most loyal donors? They might be working with 100 people at a time and make 100 asks per year.
Or are your MG officers new to your organization and working with mostly LYBUNTS and SYBUNTS?
For a small organization with a DOD who is responsible for all types of fundraising and the only fundraiser on staff, I encourage a prospect list of about 20 people at a time – which would mean at least 1 asks per month (on average). – or 12 – 15 annually.
I hope that helps!