Question of the Month

As a service to the field, PCG invites non-profits to submit a fund raising question for review. Each month we will choose one to highlight, offering advice on ways to best deal with the issue. Send your questions to info@pennconsultinggroup.com

How and when do you make an “ask” when you have been cultivating a contributor?

This is probably the question I am asked most often, and even amongst my colleagues it is a constant source of debate.  Part of the reason is that although there exist rules and methods for making an “ask,” it really is one of those grey areas where instincts play a significant role.  When I speak about the Art of Fundraising I am often referring to the art, as opposed to the science, of “The Ask.” 

A couple concrete suggestions and tips to help you through the process:

• First, the assumption must be that the prospect cares about and is familiar with your program.
• Estimate 18 months to cultivate a prospect.
• Before making “the ask,” you must be clear on the needs and costs of your program and that there exists an unmet need for what you are proposing.
• Do your research on the prospect’s giving habits.  Know the size and type of gifts they are inclined to make. 
• When the above pieces are in place you should be in a strong position to make the “ask.”  (But always follow your gut)
• A face-to-face “ask” is best.
• When calling a prospect to schedule a meeting, say that you need 20 minutes of their time.  Prospects are typically busy people, but everyone can find 20 minutes.
• After highlighting the program, its benefits, and the constituency it serves, the script goes “I hope you will CONSIDER a gift IN THE AMOUNT OF X.” 
• IMPORTANT.  After you make “the ask,” STOP TALKING.  Wait for the prospect to respond.
• If you have asked for the right amount, a prospect typically will say that they need to think about it.  Make sure before you leave that you agree on a date and time to follow-up, and THEN DO THAT.

Remember, if at first you don’t succeed… The Ask gets easier as you do it more often.  Good luck, and send me your success stories!