Principles of the Ask
Recently I lead a training session in partnership with GrantStation.com on Mastering the Ask. Asking for donations is so challenging for so many nonprofit professionals. As you reflect on this part of your work, consider these key principles:
Personality types are important. One size does not fit all. Who the donor is impacts the way he or she is approached. Does she need to chit-chat? Is he a data person? It is not MY preference of approach that matters; it is THE DONOR's preferred approach that matters. Consider the personality of the donor before you approach them.
Money mindset is significant. How does the donor think about money? Do they prefer causes or institutional giving? Are they looking to leave a legacy or are they looking to make a difference out of discretionary income? Do they come from a mindset where sharing and giving are expected? Understanding how the person views giving will change how you approach them.
Different steps in the ask may involve different team members. You need someone to introduce the organization to new potential donors. Someone needs to build rapport. Someone needs to do the asking. Someone needs to cultivate the relationship over time. Perhaps all of those roles come in the same person but often different parts of the team play different roles.
You must ask for the donation. All the preparation in the world doesn't get the ask accomplished. Once the homework and preparation are done someone has to ask for the donation.
Giving is a privilege and inviting donors to join you in your work is rewarding. Many people are generous and many will give to your organization, but you must do the ask before they will give. Learn more about CDP Training Academy HERE.
-Mindy Muller, CFRE, President/CEO of CDP
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