In the world of fundraising, there are two powerful forces that can make or break your campaign: urgency and momentum. These forces are not just buzzwords; they are the catalysts that can drive your fundraising efforts from good to great.
As we continue our series on the 14 Steps of Successful Mega Gift Fundraising, let’s explore how you can harness these forces to achieve your fundraising goals.
Step #11: Ready to Make the Ask? Here’s What to Do
After weeks of planning, you’ve co-created a proposal with your donor. You’ve identified a big problem and crafted a compelling solution. Now it’s time to make the ask.
But how do you go about it?
The key is to approach the ask with confidence and clarity. Here’s a simple approach:
- Ask for Permission: Begin by asking the donor if they’re ready to review the proposal. This keeps the conversation collaborative and ensures the donor is prepared to consider your request.
- Example: “Mrs. Smith, we’ve worked together to develop a plan that addresses your top priority: solving X. I believe we’re now ready to put this into a proposal for your consideration. Do you feel like we’re in a spot for our team to present this to you?”
- Build Enthusiasm: Remember, your energy sets the tone. Show your passion for the project and make it clear why you’re excited. This enthusiasm can be contagious, encouraging the donor to share in your excitement.
- Tip: Use language that reflects your genuine excitement, such as, “Can you see why we’re so excited by this plan?”
- Create an Experience: When presenting the proposal, don’t just hand it over. Create an experience that shows the impact the donor’s gift will have. This could be a site visit, a special event, or a presentation that brings the proposal to life.
- Tip: Tailor the experience to the project. For example, if the project involves education reform, consider presenting the proposal in a classroom setting.
Step #12: Handling a “No” with Grace
Not every ask will result in a “Yes.” But a “No” isn’t the end of the road. It’s an opportunity to understand the donor’s concerns and refine your approach.
- Understand the Objection: Ask the donor why they’re hesitant. Is it the program, the amount, or the timing? Understanding the root of the objection allows you to address it directly.
- Tip: Use this question to guide the conversation: “Is it the program, the amount, or the timing?”
- Don’t Pivot Away: It’s tempting to avoid discussing the objection, but doing so can undermine the trust you’ve built. Instead, engage in a thoughtful conversation about their concerns. This shows that you value their perspective and are committed to finding a solution.
- Learn and Adapt: Every “No” is an opportunity to learn. Use the feedback to refine your proposal or approach. This iterative process can lead to a stronger, more compelling ask in the future.
Step #13: When the Donor Says “Yes”
When a donor says “Yes,” it’s time to celebrate—but that’s just the beginning. Here’s how to proceed:
- Celebrate the Decision: Recognize the significance of the donor’s commitment. This isn’t just about thanking them; it’s about celebrating the impact their gift will have.
- Understand the Motivation: Ask the donor why they said “Yes.” This helps you understand what resonated with them and can guide future engagement.
- Document the Agreement: Formalize the commitment with a gift agreement. This ensures clarity and sets the stage for long-term collaboration.
- Focus on Impact: Continue to emphasize the impact the donor’s gift will have. This keeps the donor engaged and reinforces the importance of their contribution.
Building Momentum and Creating Urgency
Throughout the fundraising process, urgency and momentum are your best allies. Here’s how to keep these forces at play:
- Urgency: Keep the focus on the immediate need for action. Highlight the consequences of inaction and the opportunity to make a significant impact now.
- Momentum: Build on every success, no matter how small. Use regular updates, personal engagement, and creative presentations to maintain momentum and keep the donor excited about the project.
