An essential skill in fundraising is being able to personally ask someone to support your mission or project. This course may seem extremely narrow in its content, but I have grown to believe that, except for prayer, asking people to support an organisation is an essential skill that leads to successful fundraising. If we are close with motivated supporters then there will be numerous times when we are asked, “What do you need?” We should be ready to answer this question thoughtfully and clearly. Additionally, there are other situations where a simple question inviting someone to support your work will result in success.
Over the years I have heard many people and organisations share that they believe that asking people to give is unnecessary: “God will do the work.” I think we should celebrate miracles, again, the central reason for the existence of a non-profit is to gather people to support a cause. Asking people to support a cause is a skill.
There is an art to it. It is not usually a natural skill everyone has, likes or can pull off naturally. Have you ever asked anyone out on a date? Told someone something vulnerable about yourself? Confronted someone who needs to hear some difficult feedback about something? In many of these scenarios, we have nerves or jitters before having the interaction. Asking someone to give to your work can be similar.
Public speaking is cited as people’s greatest fear in survey after survey. Being upfront in public is difficult for a large majority of us. However, I would say that these surveys do not include “asking people to give money” as one of the options.
There are many ways with preparation, practice and real experiential repetition, this can become easy, natural and enjoyable. It is a skill that can be learned and developed. In fact, any development minded leader of a non-profit needs to be asking people to get involved and to support. John D. Rockefeller is often considered the richest person in modern history, which is to say he was asked many times for support. Rockefeller gave quite a few comments, which are documented in a biography by Ron Chernow, about what he appreciated when someone came to meet with him. He said, “I am always glad to help those who come to me with a clearly defined purpose, who state what they need, and who appreciate the gift.”
So how do you get people to support your organisation? In short, you ask them. There are a number of things that you can do to improve your ability to ask for donations, including:
- Let any donor know why you are coming and what your intentions are.
- Be clear about your ask. What are you asking for? A one-time donation? A monthly pledge? A legacy gift?
- Rehearse what you will say. Asking should be clear and it is hard to do without some preparation.
- Be specific about how the donation will be used. What will the donation help you to accomplish?
- Be passionate about your cause. Your passion will be contagious and will encourage others to give.
- Be prepared to answer questions. Donors may have questions about your organisation, its mission, or its impact. Be prepared to answer these questions in a clear and concise way.
- Be grateful for every donation. Thank donors for their gifts, no matter how large or small.