FundRaiser Blog

The FundRaiser Software Blog is an excellent resource for nonprofit organizations looking to learn more about fundraising, donor management, membership management, and much more.

Asking for the Money: "If you don't ask, you don't get" -- Part 2 Meeting with donors for a Big Ask

Asking for the Money: "If you don't ask, you don't get" -- Part 2 Meeting with donors for a Big Ask

read part 1 Preparing for the ASK

The Opening: How It’s Handled Will Determine Its Outcome

The first meeting should not take place in a public space such as a restaurant with its distractions and interruptions. Solicitors should begin by talking with prospects about professional and personal interests, mutual friends and acquaintances, places and times where their lives may have crossed. However, solicitors should not forget why they are there. Quickly, but naturally, discussion of the campaign should be worked into the conversation. Solicitors should mention their own personal involvement and commitment to the organization as a way of explaining why it is of such great value to the community. They must convey how important the current fund-raising campaign is to the organization’s future. When appropriate, a tour of the organization’s facilities and the opportunity to meet others involved with the organization should be offered. Finally, solicitors should ask prospects to consider supporting the organization by making a pledge in the suggested amount.

Executing a fund-raising campaign means doing the same few steps over and over. Solicitors write, phone, present, ask, and report back – a process that is repeated with each prospect assigned to them. However, the process is seldom a straight line. There may be any number of phone calls to a single prospect. A solicitor might first meet with a prospect in the prospect’s office and then arrange a tour of the organization or, in the case of a capital building campaign, a visit to the construction site. After that, another meeting over lunch may be required to clinch the deal. All during this process the solicitor is reporting on progress to the team captain. To be effective a solicitor must:

  1. Not procrastinate in making appointments.
  2. Talk directly to the prospect and visit the prospect.
  3. Follow up with the prospect after each step.
  4. Never leave it up to the prospect to take the initiative.
  5. Follow up each solicitation with verbal or written reports to the team captain.

Persistent But Polite

A solicitor can be doing everything right and still run into a problem in getting appointments with prospective donors capable of making large gifts. People who can make large gifts are usually busy people. Simply getting to see them can take a few weeks. Then there is the time it takes to convince someone to part with thousands, tens of thousands, hundreds of thousands, or even millions of dollars. The larger the sum of money involved, the less likely that a 30-minute appointment on a Wednesday morning will do the job. Solicitors must be prepared to put in whatever time and effort will be required to get a final answer, and they have to be careful not to pressure a prospect into a no response. Soliciting is exactly like selling. Prospects have to be made comfortable, shown the value of a contribution, and encouraged to make positive decisions. They have to be flattered, cajoled, appealed to, convinced, and ultimately sold.

Sooner or later a solicitor will get a final answer from a prospect. It will take one of four forms. The prospect will say:

  1. Yes, to the suggested amount.
  2. Yes, to a lesser amount.
  3. No, not at this time.
  4. No, don’t ever contact me again.

Obviously the first response is best, and the second, depending on how much less, isn’t too bad either. When you get one of those two answers, you say thank you, take the money or the pledge card, and leave. That day or, at the latest, the next, you report the gift to your team captain and send a thank-you note to the donor.

If the gift is less than hoped for, even if it is substantially less, never show disappointment. Don’t say, “But we were hoping for more.” Don’t frown. Don’t roll your eyes. Don’t even ask why it is less. Ninety-nine times out of a hundred, the donor has already told you why. To ask now embarrasses you by showing you weren’t paying attention and embarrasses the donor by forcing him or her to go back over the reasons why he or she was unwilling or unable to give at the suggested level.

Can You Take No for an Answer?

When the answer is no, not at this time, it is still necessary to thank the person for considering your request. You should try to find out if perhaps later in the campaign the situation could be more favorable. If you are told it might be, you put that in your report and encourage the organization to follow up at the appropriate time. If there is no chance of a gift for the current campaign, give up. Don’t poison the well. Graciously accept the no, and leave the prospect for the next campaign and the next solicitor. After all, it might be you.

When the answer is no, don’t ever contact me again, you need to leave with an understanding of the reasons why the response was so adamantly negative. If you have been listening, you probably already know. If you are getting this response over the phone, ask why the prospect wants to be dropped from the organization’s list. Take this information back to the organization and let the person responsible for development deal with it.

Rejections Are Opportunities to Correct Real or Perceived Problems

When I was conducting telefunding campaigns as development director of the Cleveland Orchestra, I would look at the reports on persons who the night before had asked to be taken off our list. Some of them would be people who had given us $250 or $500 or even $1,000 in the past. I would call them and say, “I know you said no, and we will take you off our list, but I want to be sure we are taking you off because of something that we can’t fix or is out of our control.” They would, invariably, appreciate the call and would tell me if they indeed wanted to be taken off the list because of a grievance. Sometimes the reason was something we could fix. Sometimes they would even reconsider and make a gift, but I never asked them to. The purpose of my call was to save these prospects for the future, if possible, and to find out if we had done something wrong.

Once a prospect tells a solicitor no, you have to honor that answer. To do otherwise, to try to pressure, shame, or intimidate a prospect who has clearly said no, is to compromise your organization. Such tactics rarely will bring in any money and nearly always create bad feelings.

If you are always looking for the right moment to ask for the money, you will never find it. You have to be ready, willing, and able to close the sale. You have to take the risk of hearing no. If that happens, don’t take the rejection to heart. The person is saying no to the organization, not to you. Once you have presented your case ask for the money, either close the “sale,” find out what the objection to giving is and overcome it, or get your turndown and move on.

Learn how FundRaise can help your support your solicitors and campaigns

Sign up for an online guided tour here

The Importance of Upgrading Your Donors
Asking for the Money: "If you don't ask, you don't...

Related Posts

Wait a minute, while we are rendering the calendar
Excel the Ask budget texting donors donor attrition rate how-to videos role of nonprofits Snow Birds FundRaiser Hosted solicitors Constant Contact development director alumni new version Congratulations general user spotlights training transparency building donor relationships holiday giving segmenting donors #GivingTuesday giving history Task List donor targeting overview government grants email custom page raffle Thank You gift entry FundRaiser Basic mission driven memorial giving Facebook campaign correspondance thank you letters Groupings new nonprofit in honor of donations monthly giving membership benefits large donations customer service targeted mailings training tip ROI donor retention rate Cloud Thanksgiving gift acceptance policy personalizing letters Codes phoning donors letter ticketsales Reminders updates Donor Portal security technical support donor contact information annual campaign community broadcasting GoFundMe project volunteering small donations merge fields accounting software tech tip donor source advanced tab donor prospects correspondence membership programs annual maintenance plan major gift prospects grassroots campaign animal rescue announcements increasing giving amounts community supported gardens brick campaign relationship tracking planned giving grants legacy giving how to handle auction gifts New Year direct mail spare fields endowment campaign National Change of Address SYBUNTS upgrade entering auction gifts tax summary letters PayPal planning gift notes field lapsed donor Facebook Crowdfunding Campaign case study holiday FundRaiser Spark Personalizing donor profile features Company culture social media happiness donor slip disaster relief merge notes user interface password protection new leadership flash sales donor relations Importing Data giving levels pictures fundraising letters adding personal notes to letters GivingTuesday campaign management capital campaign letter templates arts corporate sponsors event management volunteers tribute gifts NCOA processing office campaign mode code motivation word processor communications appeal Resiliency fundraising Network for Good look and feel foundations publicity materials data entry Alternative Addresses upgrading donors data conversion major donors premiums repeat donors online donations donor retention board members vacation customer portal banquet backing up data anonymous donors reports salutation Reporting to IRS ticket sales donor attrition online donations moves management LYBUNTS donor loyalty new donors mailing Volunteer module new features community arts nonprofits nonprofit fundraising appeal letters In-Kind gifts motivation code welcome packet donation history donor advised funds understanding giving trends recurring gifts charity golf tournaments change of address updating donor donor preferences donor engagement Tickles follow up operational costs importing csv donor recognition add ons auction spreadsheets operating systems product news membersip benefits prospects pledges support on site training End of Year Letters data analysis holiday letters

Connect With Us

  800-880-3454 ext 3
  Email Us
  Request More Information
  Monday-Friday
      8:30AM-5:30PM CST

Customer Portal Login Form

User Name:
Password:

If you are not sure about your Customer User Name, please call 800-543-4131 and we will be able to help you.

Or you have lost your password, Request Password