You’ve finally made it to the ask! Here are some well-tested tips to help make your ask successful:
1. Make sure the relationship is strong before asking. The more you understand your donor the better you will be able to design a meaningful giving opportunity. If you ask too soon, before you have built trust and an authentic connection, you will not receive the maximum potential gift from your donor.
2. Listen more, talk less. An ideal donor conversation should be 20/80 dialogue – you contribute 20% to the conversation, the donor contributes 80%. Truly listen to what a donor or prospect is telling you, whether about their connection to your mission of their life in general.
3. Ask! When donors are surveyed as to why they support a nonprofit, an overwhelming majority state it is because they were asked to contribute. It’s so simple – don’t let the meeting end without an explicit ask.
4. Select words thoughtfully for both the written and spoken communication. For example:
Instead of “contribute,” substitute the word “invest.”
Don’t think of it as an ask, but an invitation. “I would like to invite you to consider…”
Instead of centering your organization with, “We can have an impact…” make the donor the center and say, “You can make a difference with your gift today.”
5. Make sure you are crystal clear on WHY the donor should make this gift and HOW you will use it.
6. Present a specific donation amount based on your knowledge of the donor’s giving history and capacity. If you leave the dollar amount up to them, it could be significantly lower than what you expected, or needed.
7. Remain silent after you make the formal “ask” until the prospect has fully responded. It may feel like the longest 30 seconds of your life, but let them think it through for themselves. Don’t fill the silence with apologies or explanations.
8. Ask for the right amount. You always have the option of lowering your ask, but it will be hard to increase it. Research the donor prior to solicitation so you know their giving history, capacity, and connection.
9. Highlight any established donor benefits that go beyond the standard tax deduction. These can be things like comp tickets to events, name in the annual report, or more substantial naming opportunities.
10. Don’t challenge your donor if they push back or ask hard questions. Acknowledge their concern, validate it, and provide insight that may ease their concern or uncertainty. Offer to provide additional answers at a later date if necessary.
11. Be flexible and have alternatives. Consider including a series of giving options, such as a variety of projects with differing monetary needs.
12. Pay equal attention to both partners in a couple. If you are asking for a gift from a couple, speak to both of them. The most vocal of the two isn’t necessarily the one who will make the final decision.
13. Remember – the conversation is about the donor and their impact, not about your nonprofit.
The best solicitation occurs when the right person is asked for the right gift by the right solicitor at the right time. People give to people – relationships matter! Know where the donor’s interests lie, and connect those values to how they can make a difference through the work of your organization. If you can facilitate that, money will flow!