As children, we have no trouble asking for things we want. When we’re small, we ask for toys, games, and candy. And while we hear “no” frequently as children, it doesn’t seem to deter us from asking again, and again, and again.
Yet, somehow by the time we reach adulthood, “no” seems harder to swallow and our instinct to ask for what we want has been hampered and tamped down.
As a professional fundraiser, your job is to ask for resources on behalf of the organization you serve. Yet so many fundraisers have a hard time asking for donations. But it can be as easy as 1, 2, 3.
Unlock Your Inner Child to Solicit a Major Gift
As a child, we don’t get discouraged or deterred from asking for what we want or need. So, I want you to dig deep and find that inner child. Ask until you get want you want — what you need for the organization you serve. Here are the three key steps.
1. Ask thoughtful questions.
Begin your conversation with a few thoughtful questions to set the tone of the ask meeting and tee up your ask.
Depending on how well you know the donor and what you’ve learned from prior engagements, you can ask a variety of questions. Some might include topics on why the donor cares, what they want to accomplish through their philanthropy, and why this might be a priority for them at this time. (Cultivation may happen over a series of meetings.)
Once you’ve listened carefully and determined that the donor does, in fact, wish to help, it’s time to ask.
2. Ask for a specific amount — and for a specific cause.
Do not ask for a vague gift of “a donation.” Be specific:
- How much does the program or project cost?
- What portion of that are you asking the person across from you to consider?
Don’t be vague. Ask for a specific dollar amount.
You’ll want to briefly articulate why you need the funds. Why the donor should care. What difference the project or program makes in the world. And answer the question, why now?
I’ve written other posts on specific ask language — click here for examples.
3. Listen and learn.
Once you’ve made your request, it’s time to listen. You’ll learn a lot from how your donor responds.
- Do they respond quickly… or do they take their time?
- Do they decide right away… or do they need more time?
- What additional questions do they have in order to make a decision?
Listen carefully and respond thoughtfully. Reiterate what you think you heard to make certain you are on the same page about next steps and follow up.
Asking for a Gift is Less Challenging Than You Think
While asking for what you want and need may seem challenging, children do it all the time. And they are rarely (if ever) deterred by “no” — they simply ask again. (And again!)
While I’m not recommending you pester your donors, it is appropriate go back to the same donors to re-articulate your needs. It’s also important to continue to ask (not necessarily the same person over and over) until you get what you need for the clients and community you serve.
Asking *CAN* be easy.
It’s like learning any other new skill — like learning to ride a bike or play an instrument. It takes practice. The more you do it, the easier it becomes.
So go ahead and ask. It’s okay if you fall down the first few times. It’s about getting back up, getting out there, and funding your ever-important cause!
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