How to ask for Money Part 2: Can We Talk?
Last time, we talked about all of the work that needs to be done to lay the foundation for a successful donor visit. We figured out your asking style, did our research, and laid the groundwork for a successful visit.
Now you’re at the donor meeting, perhaps with a colleague. You’ve researched and role played. You are prepared. Now, what do you actually say when you make the Big Ask?
It depends.
If you’ve done the pre-work of establishing a strong relationship, the conversation should feel natural. The prospective donor will likely be prepared for - and excited about - this conversation and the work you will be able to accomplish together.
Here is a sample script for that scenario that anyone can customize:
We really enjoyed having you join us at our program to learn more about the work we’re doing. I know you mentioned that you were really excited by what you saw. Can you share more about your thoughts? Was there anything in particular that moved you? We know you share our deep commitment to helping young people from our community achieve more educational opportunities. We’re hoping to grow our program over the next year so we can double our participants. To do that we need to increase our staff and possibly find a larger facility. Your support would really go a long way towards helping us serve even more children in our community, and I know that’s important to you. Would you be willing to consider a gift to be a part of this growth?
SPECIFIC ASK: We’re hoping to raise $150,000 this year to help cover our costs - would you be willing to consider an anchor gift of $50,000 to help us reach that goal?
What makes this script effective? Let’s break down some of the key components:
Start with the foundation: Ground the conversation in your existing relationship and shared experiences that led to this moment.
Ask questions - and listen: Make sure the conversation is an exchange. Like in any conversation, people want to feel valued and heard. Ask their thoughts and impressions. Something may come up during this exchange that serves as a great transition into your request.
Remember what’s in it for them - and why: The script above grounds the ask in the things that are important to the potential supporter. Make sure you reference the work they want to do, not just your organization’s needs.
Make the ask specific: Depending on the conversation, you may need to be specific in your ask right at the moment. Perhaps you’re asking for a leadership gift for a campaign. Or maybe you are selling a sponsorship for an event. Whatever the scenario, you should be prepared to answer if you’re asked what your needs are and how much you’d like them to give. If you have proper tools and technology, you can conduct research to determine their giving capacity.
And after you’ve made the ask - be quiet. In situations that feel uncomfortable, it may feel tempting to fill silences with chatter. Pause and give them an opportunity to respond.
Next up - what comes next if they say no or yes?!