How to Make the Ask

The heart of fundraising is the act of asking for support.  In our opinion, the gold standard of philanthropic asking has always been - and will always - be a face-to-face request across a lunch table or in someone’s office or home. The truth is that for many people the prospect of asking someone for a contribution is a scary black hole.  For some it feels undignified;  it seems rife with the potential for rejection or an embarrassing faux pas. And yet effective fundraising - and doing it face-to-face - can make the difference between a thriving organization and one that struggles; the difference between an important project progressing or stagnating. 

So, what is the key to effective personal fundraising?  The answer is to follow proven best practices.  Though they don’t guarantee success, they do give you the best chance of a successful outcome. Personal fundraising should not be initiated casually, even when there is great familiarity between the solicitor and the individual being asked. A fundraising call always includes a friendly social element, but it is primarily a business meeting and should be treated as such. The flow of the meeting will vary based on the circumstances, but adhering to some basic principles will increase the likelihood of success. Be transparent about why you are setting the meeting. Be prepared to make the case for support. Be informed about the individual’s history with the organization. Be clear about the level of support you hope the individual will consider. Be grateful for the person’s time and, if appropriate, for their past support. Be smart about the request amount. And most importantly, don’t be afraid. 

Whether yours is a large organization or a small organization, whether it’s annual fundraising or a major campaign, asking well and asking often is the best path to maximizing results. For many organizations that are underachieving with their fundraising, it often comes down to one simple fact: there are not enough quality asks taking place.