The Ask: Key Tips

While approaching a donor, or donor prospect, for a sizeable gift can bring with it some anxiety, being adequately prepared may help to assuage some of this apprehension.  And what exactly does this type of preparation include?  It’s really rather straightforward.

You need to know not just the requested amount, but what/who you’re asking for, and with whom you’re talking.  As you prepare to make “the ask”, be sure that you are well prepared to talk about your organization, and that you’ve done your homework on the donor.  A detailed understanding of the organization and its mission will make asking that much easier – after all, you are asking for the organization, not yourself.  And having familiarized yourself with the person sitting across the table from you will enable you to best identify what the solicitation should be, and how to position the request in a manner that appeals personally to the donor.

Know your organization

This might seem rather rudimentary, but before approaching a donor it is extremely important to know the ins and outs of your organization. Be sure you are clear on how the organization packages its mission and activities, and remain consistent in conveying that message.  If applicable, familiarize yourself with certain key words the organization may use to identify, classify or distinguish itself.  A faith-based group may position itself as a “ministry,” rather than an “organization,” a term which has direct implications on its mission and scope of work.

Beyond descriptive language, it is also important to be familiar with what the organization has to offer through its programs and services. For example, if it is a human service organization, what are the exact services it provides, and to what demographic?  Also know what the needs of the organization are, e.g. is there a new building needed so as to reach more people with your services, or is there a particular program that is suffering from a shortage of funds.  If you are aware of the funding needs, you can be mindful of them as you construct your approach to donors.

Know your donor

Individuals give for many different reasons – some give because it’s what their family has always done, some because they want to “give back,” and others because they believe it is a duty.  When considering soliciting a donor, it is important to know their motivation for giving, their particular programmatic and/or geographic interests, and how they want to be recognized and cultivated following their gift.

Knowing what motivates a donor to give will help you determine (1) what to ask them for and (2) how to ask.  For example, if you know that John Smith gives because he was once a recipient of children’s services similar to those that your organization provides, you can ask him for significant support towards these services, positioning this as an opportunity for him to make an impact on the lives of many children like himself.  In this way, you are able to offer him the opportunity to make an investment in an area of personal importance.

Building donor rapport is a highly relational process – and as you get to know your donors listen carefully to how they refer to themselves, talk about their interests and/or convey their perception of the organization itself.  If you know your donor, you will be able to identify how to appeal to them beyond merely their programmatic interests.  Listen carefully to how they communicate with you, the language they use and the nuances they give about things they value. Pay attention to details.  This level of awareness will help you determine – if they don’t convey it explicitly – why they give and what about giving is important to them.  If you know their language you will be able to speak it back to them and perhaps communicate your message in a way that really strikes a chord with them.

Finally, knowledge of your donor will allow you to honor them appropriately for their gift.  Some individuals give because they want the social windfall and publicity that can come with making a significant gift.  Other donors would be entirely put off by drawing public attention to their contribution, but do greatly appreciate that the organization keeps them up to date on the impact that their funds are having, e.g. on a construction project or development of a particular program, etc.

Please bear in mind that these points are recommendations, and not necessarily a formula that will lead to a successful solicitation. People are people, and just because you think you know them – their reasons for giving, their likes and dislikes, how they like to be cultivated, etc. – you will not always be successful in getting what you had hoped for.  To that end, keep the door open even if you don’t achieve your desired outcome upfront.  People give, or don’t give, for any number of reasons.  “No” often means no right now and there may be opportunities for a more successful proposition in the future.

Katherine Nesbeda is a Director in the Fundraising Division of Changing Our World, Inc., a national consulting firm advising nonprofits, foundations and corporations involved in philanthropy. She can be reached at knesbeda@changingourworld.com.