As I work with nonprofit staff and volunteer leaders, I often get this question: “How do you ask someone for a $1,000+ gift?”
My response is always: “It depends on if you’ve earned the right to ask.”
I get a puzzled look and then I share a story from early in my consulting days. A nonprofit executive came to me with a complaint. He said: “Peggy, I did what you said. I made an appointment with the president of the company down the street and walked in, introduced myself and said ‘I’m here to ask you to donate $1,000 to our campaign.’ He said NO! Your plan doesn’t work.”
Unfortunately, he missed the relationship building part of the plan. In any fundraising situation, cultivating donor relationships is critical to sustaining funding for your organization. The more informed and involved donors are, the more apt they are to stay dedicated to your cause and to donate at higher levels.
And who’s in charge of making that relationship grow? You.
Before asking for a major annual gift (whether that’s $500, $1,000, $5,000 or whatever amount is “major” for you), you have to earn the right to ask.
Have you nurtured a good connection over the past year with your prospect? Do you know their philanthropic interests and can you tie it back to your cause? Have they had a tour of one of your programs in action? Have they had a chance to ask questions? Do they see the true impact you are having in your community?
The key is this: If you take time to build relationships with prospects and donors, they will return it to you in multiples. If you really care, they will know it and love being part of your organization.
And the bonus? You’ll feel much more confident asking for that larger gift, because you’ll know exactly what’s in it for the donor, be it satisfaction at helping a cause close to their own heart, offering a naming opportunity that helps their company too, or helping them lower their own tax burden through a smartly-timed gift.
If you’ve already started your annual campaign, don’t worry – it’s not too late! Set up a time to meet with the prospect. Ask them what they know about your organization, share your vision and ask if they would like to know more. Invite them for a tour and offer suggestions on how they may want to get involved. Listen carefully and you’ll learn what the next steps are from your meeting. (Remember, your campaign timeline is not your donor’s problem. Take the time to build the relationship or be prepared to be sent packing without the donation you were hoping for.)
So, if you’re feeling uncertain about asking for a major gift, just ask yourself… “Have I earned the right to ask?”
