The Art of the Ask

P.S.…its not about begging

Presented by:
Anisha Robinson Keeys
Principal Officer
Lance Lee Planning
Counsel and Services in
Fundraising and Special Events
www.bestpracticefundraising.com
888.900.9726
Today's Objectives

Talk About Philanthropy

Fundraising fundamentals

Trends

Identifying the “Ask”

Techniques for asking

Some fundraising ideas

Fundraising through the ages
Why do people give away their money?

• Make a difference

• Become involved

• Help others

• Feel good

• Recognition

• Gratitude

• Tax Break 
 #1
They are asked
Why People Give “The 3 C’s”

Commitment

Max.
Gift
Capability Contact
Fundraising
The Basic Ingredients
PROCESS

There is a process through which good fundraising happens

PROSPECTS

Everyone should be involved in engaging potential supporters

PEOPLE

Fundraising is a people business; it’s all about relationships!

PLAN

Having a fundraising plan in place

Fundraising
The Basic Ingredients (continued)

People Give to People

Authentic Passion is key

Face to Face solicitation

Ask for 100% of what you want

Giving Trends: Income

Household incomes under $25,000 per year

34% donated $100‐$1,000

34% gave under $100

Incomes above $75,000

41% gave $100‐$1,000

30% gave $1k‐$5k

11% gave $5k‐$10k

5% gave $10k+

Source: Freelanthropy.com 2007 Charitable Giving

Giving Trends Age

• 18‐24 yrs‐group most likely to give more than in the past

• Over 65 yrs most likely to give less

• Retirees the smallest group (15%) to give at the $5,000‐$10,000 range

• 25% of ages 45‐54 donate $1,000 to $5,000

• 49% of ages 55‐64 donate at the $100 to $1,000 level

• Source: Freelanthropy.com 2007 Charitable Giving Index

Your Fundraising Assets

Organization

Public Image

Prospects

Volunteers
Who Do You Ask..You Might Ask
How can you prioritize contacts?
The Best Prospects
Board

Current Donors

Sympathetic
Sectors

Volunteers
& Staff

Universe of
Demographic Prospects
& Psychographic
Also think of asking….
asking….

• Local organizations that benefit from your work

• Clients

• Family of clients

• Businesses

• Churches

• Businesses with products your organization needs

 Nonetheless…..
Nonetheless…..

THE BEST, MOST EFFICIENT, COST‐EFFECTIVE

WAY TO RAISE MONEY IS. . . .

The right person. . . .

Asks the right person. . .

For the right amount of money. . .

At the right time. . .

Goals of a visit
•To inform

•Build interest

•To solicit feedback

•Seek common goals

•To ask for a gift

•To secure the gift

Best Practice Tips
The Meeting

Connection—not cold call is best

First meeting: Face to face

Save trees—don’t overwhelm with information

Listen for what they want

Fast follow-up
A Checklist: Steps for the face to face meeting
 Thank them for the meeting

 Bring them up to speed on your organizations history and latest initiatives

 Tell them your “case”

 Ask them about their charitable giving

 Less talking more listening

 Use materials to make your point

 Keep listening

 Refer to your own gift

 Suggest a specific gift prospect should consider

 MAINTAIN SILENCE. Let the person consider your request

 Respond appropriately to their reaction

The funding is out there for those who
know how to ask …..
ask…..
Do This …… ..
……..

Close at the prospect’s pace

Seek areas of agreement to launch the close

Underscore emotions and your personal

testimony, this is very important

Leave on an positive note

But please, don
don’t’t do this…
this…

Don’t give up

Don’t argue with the prospect

Don’t be apologetic about your request

Don’t make promises you can’t keep

Don’t knock other organizations or campaigns

Keep this in mind

There are 1.2 million non profits in the US

Make friends first and ask for funds second

We all know how to make friends

Its all about relationships

We meet someone and see if we have anything in common

If we find some commonalities we may continue to engage

Relationships require ongoing contact

A Few Resources

Myers Briggs Test: find out more about your asking style and personality “type”.
The test is FREE at- http://www.humanmetrics.com/cgi-win/JTypes2.asp

Seth Godwin: Giving your Fans a Chance to speak up- short, free e-book offers great
steps your group can take to get your supporters to be
ambassadorshttp://sethgodin.typepad.com/seths_blog/files/FlippingNOpro.pdf

Donors Forum (Chicago): offers latest insight, opinion and trends in donor giving:
http://www.donorsforum.org/

Lance-Lee Planning: website of my company http://www.bestpracticefundraising.com

* * When you sign up for our mailing list, you get a complimentary copy of our e-book:
The Million Dollar Non Profit Resource Rolodex
THANK YOU