Every fundraiser – volunteer or staff – must eventually ask for the gift. This short series of posts based on a presentation given by Michelle Keegan and me at the 9th Annual Bridge to Integrated Marketing and Fundraising Conference will help you find the sweet spot for your ask.
Last week we discussed the importance of asking the right person at the right time in the right place for the right amount. Today’s blog focuses on some of the essential intangibles of making the ask.
1) Remember to listen! Listening is the central tool in your tool box, even more important that the stellar pitch you’ve practiced a dozen times. Figure out what your prospect is really saying and shift your approach based on what you learn. Ask questions that will lead your prospect to articulate their commitment to your organization.
2) Explore both the feelings and thoughts behind their giving. Why do they make charitable donations? What compels them to consider contributing to your organization? Bear in mind that emotions are often more influential than logic.
3) Learn what giving will do for them – not just what it will do for your organization. As much as your potential donor may care about your nonprofit’s mission, your prospect, like most every human, in just as interested in what contributing will do for him or her. Will giving make your prospect feel like a hero or impress his peers? What tax benefits will accrue to the donor when she contributes?
4) Link your prospect’s passion to your vision and impact. For example, if your donor wants to help children break the cycle of poverty, be sure to talk about how your organization does exactly that.
Keep an eye out for Part Three in which I’ll discuss how to keep the door open.