{"id":1346,"date":"2013-05-29T08:42:40","date_gmt":"2013-05-29T12:42:40","guid":{"rendered":"https:\/\/joangarry.com\/?p=1346"},"modified":"2023-10-12T14:26:25","modified_gmt":"2023-10-12T18:26:25","slug":"how-to-ask-for-donations","status":"publish","type":"post","link":"https:\/\/joangarry.com\/how-to-ask-for-donations\/","title":{"rendered":"How to Make A Big Fat Fundraising Ask"},"content":{"rendered":"<p>Most nonprofits live or die with fundraising. But for many of us, the idea of asking somebody for thousands of dollars can make your stomach tie up in knots.<\/p>\n<p>How about you? Do you avoid making an ask for as long as you can and only see it as a necessary evil? \u00a0Relax. There&#8217;s a bit of a science to the art of fundraising.<\/p>\n<p>Consider the following scenario. This isn\u2019t a hypothetical \u2014 it\u2019s a real life, real time situation from some folks that have asked me for help.<\/p>\n<p>It\u2019s time for you to play consultant. What would YOU do?<\/p>\n<p>Here\u2019s the set up:<\/p>\n<ul>\n<li>You run a small, brand new organization<\/li>\n<li>No development director<\/li>\n<li>4 board members<\/li>\n<li>$400K budget<\/li>\n<li>Last year, your biggest donor gave $20,000. But this guy could write a check with ease for hundreds of thousands of dollars. Maybe even a million.<\/li>\n<\/ul>\n<p>You have an urgent need \u2014 your organization\u2019s work is tied to the school calendar and your plans call for increased staff by September. You estimate that you need $300,000 by July 1. Your board is engaged and has written checks. You have identified $100,000, but these are soft commitments.<\/p>\n<p>You\u2019re considering asking your big donor for $250,000. You\u2019ve been thinking about it for some time but have no clear strategy.<\/p>\n<p>Then you get an email that makes your heart skip a few beats.<\/p>\n<p>He\u2019s in town this Saturday and asks you to dinner. He says he wants to hear more about what\u2019s going on with your organization. You have three days.<\/p>\n<p>What would you do?<\/p>\n<p>You could also discuss this scenario as an exercise at your next development retreat (hope you are having one soon!)<!--more--><\/p>\n<p>Ready?\u00a0 OK, let&#8217;s compare notes.<\/p>\n<h2><b>STEP ONE: DROP EVERYTHING AND HUDDLE<\/b><\/h2>\n<p>Done correctly, this one gift would almost double your full year budget. You don\u2019t want to screw it up. Under no circumstances can you wing this. Take everything else off your list. Then call a meeting or conference call with the people in the organization who know him and know the importance and urgency of the work.<\/p>\n<h2><b>STEP TWO: REVIEW WHAT YOU KNOW<\/b><\/h2>\n<p>Dedicate the time needed to do the following homework:<\/p>\n<ul>\n<li>How did this donor come to you in the first place?<\/li>\n<li>Was a specific ask made for a specific amount? Was it a more general request for support? Unsolicited?<\/li>\n<li>What kind of interaction has this donor had with the organization\u2019s work since his gift? Does he feel informed and appreciated? Or has he been out of the loop since his check cleared?<\/li>\n<li>Where else does this donor give money? Include political dollars and alma mater giving. Google is your friend here.<\/li>\n<\/ul>\n<p>Now look at your data. Analyze, synthesize, and reach some conclusions about size of gifts and areas of interest.<\/p>\n<h2><b>STEP THREE:\u00a0 WHAT IS THE SELL AND WHO MAKES IT?<\/b><\/h2>\n<p><b>The Pitch<\/b>. Regardless of whether you are asking someone for $1,000 or $250,000, you need a clear, compelling pitch.\u00a0 It needs to be:<\/p>\n<ul>\n<li>Inspirational<\/li>\n<li>Credible<\/li>\n<li>Tangible and<\/li>\n<li>You have to include a goosebump moment<\/li>\n<\/ul>\n<p><a href=\"https:\/\/joangarry.com\/a-solution-to-nonprofit-board-inertia\/\" target=\"_blank\" rel=\"noopener\">Learn more about \u201cGoosebump Moments\u201d<\/a><\/p>\n<p>If the donor has given in the last year, don\u2019t even put your napkin on your lap before (a) thanking him and (b) telling one story that exemplifies the successes of the past year \u2014 a story that would not have happened without that $20,000 gift.<\/p>\n<p>The \u201csell\u201d is tailored based on what you have learned in step 2. Be nimble. You may find out new information that re-shapes your thinking before you actually ask.<\/p>\n<p><b>The Messenger.<\/b> If his connection to the organization is personality driven (let\u2019s say a relationship with the founder), let the founder drive the conversation. But bring a number of people so that the donor recognizes that the organization is bigger than its founder and that its founder has used his funds to build a kick ass team. Include the board chair \u2013 <i>if s\/he is impressive, committed, and has financial skin in the game.<\/i>\u00a0 No more than a 3:1 ratio at the ask.<\/p>\n<p><b>Making the urgency case<\/b>. This can be tricky if it\u2019s not about bricks and mortar. As mentioned, this org has set its sights on starting a hiring process by July 1 in time for the school year. Without this, it will lose an entire school year for a group of kids who badly need these services. \u201cAnd we have empirical quantitative data that illustrate that these services work.\u201d<\/p>\n<h2><b>IT\u2019S SHOWTIME<\/b><\/h2>\n<p><b>What you learned<\/b><\/p>\n<ul>\n<li>The donor has been reasonably well stewarded over the last year. Could have been better.<\/li>\n<li>The donor gave $20K when asked generally to make a contribution.<\/li>\n<li>The donor has no specific passion for issues of childhood education; he gave because of a personal relationship to the E.D. They\u2019ve known each other forever. The donor admires the E.D. for following his passion and is impressed with what he has done with so little money.<\/li>\n<\/ul>\n<p><b>Time to ask<\/b><\/p>\n<p>I used to joke that my Development Director would ask while she was checking her coat if she could \u2013 just to get right to it. I never ask until all the cappuccinos are placed.<\/p>\n<p><a title=\"A Recipe for a Perfect Fundraising Lunch\" href=\"https:\/\/joangarry.com\/a-recipe-for-a-perfect-fundraising-lunch\/\" target=\"_blank\" rel=\"noopener\">Learn more about \u201cThe Perfect Fundraising Lunch\u201d\u00a0<\/a> (also applicable for dinners)<\/p>\n<p>What would I do? I would shoot big. I would have my board chair talk about the board\u2019s commitment, his own personal giving, the soft commitments secured to date. The goal is to raise $300K by July 1 and close to $1 million by 12\/31. The more money raised now, the more training and the more folks can be in classrooms by September. I\u2019d also say that the money includes funds for a strategic assessment of the program with an eye toward managing rapid growth without sacrificing impact.<\/p>\n<p>If the money allows expansion into one new city, tell him so. Try to figure out one big thing in the $250,000 range that he can hang his philanthropic hat on.<\/p>\n<p><b>How Much?<\/b><\/p>\n<p>I would use the \u201cwhite horse\u201d strategy.\u00a0 \u201cYou, Mr. Donor, have the opportunity, thanks to your good fortune, to make a lead gift that could move our work from four cities to eight. That could allow us to move now so we don\u2019t miss a full academic year.\u201d<\/p>\n<p>I would tell him that the goal for July 1 is actually $500,000 and that you have soft commitments for $100K. Ask him for a $300,000 gift and ask him to allow you to use it as a match to ensure the soft $100K and the remaining $100K to be identified.<\/p>\n<p>Why would I tell Mr. Donor the goal is higher than it really is?\u00a0You don\u2019t have to.\u00a0But it\u2019s not often that you get the exact amount you ask for from a high-end donor.<\/p>\n<h2><b>TOO AMBITIOUS?<\/b><\/h2>\n<p>Totally disagree. Just go for it. Maybe he made his money in a start up. Position him as an angel investor or the guy riding in on the white horse. Or if he is a leverage kind of guy, use a matching strategy. Remember: this donor admires the E.D. Now he can admire his guts, his passion and the boldness of his ask.<\/p>\n<p>And never ever forget. You are not wrenching a check out of this guy\u2019s hands. Your job is to ask and it is his job to decide.<\/p>\n<p><a title=\"Fundraising\" href=\"https:\/\/joangarry.com\/nonprofit-fundraising\/\">Explore more ways your organization can get better at fundraising<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>An engaged donor who is generous. Yay!  And yet she has ridiculous capacity. Here&#8217;s an upgrade strategy.<\/p>\n","protected":false},"author":4,"featured_media":596329,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[17,45],"tags":[],"class_list":["post-1346","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fundraising","category-fear-of-asking"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.9 (Yoast SEO v24.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Ask For Big Donations<\/title>\n<meta name=\"description\" content=\"An engaged donor who is generous. Yay! And yet she has ridiculous capacity. 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