Making the Ask: Tips for Success - Part One
I was honored to speak along with Michelle Keegan, Chief Development Officer, CSIS, at the 9th Annual Bridge to Integrated Marketing and Fundraising Conference about Making the Ask: Tips for Success. The impressive display of nonprofit talent at Gaylord National Hotel reminded me of how much I enjoy collaborating with nonprofit leaders.
If you were unable to attend the Bridge Conference, over the next couple of weeks I’ll post some of our most important advice from the interactive presentation Michelle and I gave at the conference. If you would like more detailed information, please don’t hesitate to contact me at mary@capacitypartners.com or Michelle at mkeegan@csis.org.
Think back to a time when you were told “no” by a prospect. Was it perhaps because you asked the wrong person for the wrong amount? Maybe the wrong person had the conversation with your donor? It is critical that the right person ask at the right time in the right place for the right amount.
Remember:
- The right person is the one your prospect cannot say no to. Is that you? A board member? A volunteer? A special event committee member?
- The right time is one that makes sense for your donor’s financial situation and readiness to hear what you say. The right time isn’t based on when your organization needs the money; it’s based on when your donor is ready to give the money.
- The right place is where your prospect will be most comfortable having this conversation. This may not be what’s most convenient for you, but it’s essential that your meeting place is one where your donor can relax and feel at ease.
- The right amount is one that is at the top of your prospect’s potential yet balanced by their passion and commitment toward your mission, relationship with your leaders, and involvement with your organization. It’s as critical not to under-ask as it is to over-ask. For one prospect, $10,000 is too much while $10,000 is far too little for another. Know your prospect’s level of commitment and involvement with your organization as well as his/her financial situation to reach the ideal amount of your ask.
Keep an eye out for Part Two in which I’ll discuss how to find your prospect’s sweet spot
