Making the Ask: a guide to successful donor contributions April 30, 2015 April 30, 2015 Your Presenter: Octavia Kuransky, MSP Psychology for the Real World Psychology for the Real World

Purpose of Session To encourage nonprofit financial stability by providing the means for organizations to access financial support from a source other than grants.

Benefits of donor-based funding Optimum spending discretion at the program level Donor loyalty can result in funding consistency Accountability is often more manageable

Learning objectives for today Part 1 Understand the components of a successful donor ask session Part 2 Identify potential contributors Part 3 Prepare and organize for a successful donor visit Part 4 Making the Ask

Part I - Components Clarification of what you need, i.e. how much and for what purpose (demo unfocused request) Research probable contributors Preparation for meeting

Research of probably donors The Funder has Goals and Objectives The Agency has Goals and Objectives

Clarification of what you need Not clear: The Madison County Tech Academy needs $4000 to help young people look for a job.

Clarification of what you need Better: The Madison County Tech Academy needs 10 new computers and Microsoft Office software for its job readiness program. Three estimates show a median cost of $300 per machine and $100 for software per machine, totally $400 per unit = $4000.

Tip! Trying using the 5 W’s in your presentation of need Who: Madison County Tech Academy What: 10 new computers equipped with Microsoft Office Where: The Huntsville, AL facility When: Beginning academic school year Sept 2015 Why: Current bank of computers now require more $$ to repair than purchasing a new computer and outdated software cannot accommodate newer online application processes from employers.

Part II: Research Probably Donors Look at websites of other like programs for donor list Collaborate with other agencies Read philanthropic and business journals Ask others in the field

Notice in your research Giving habits Common acquaintances Geography Assess readiness of your agency

Part III: Approach Contact and ask for permission to send materials – Cover letter: purpose of visit, request for appointment for a short visit Materials showing history of agency including successes

Part IV: Making the Ask At the meeting: Review the need(s) for the community Present return on investment for community Ask for specific dollar amount and explain its use thoroughly and clearly

After the Ask Note thanking potential donor for their time Schedule follow-up

The most common reported issues with making donor requests are: Fear and/or Confusion

Fear/Confusion are a result of a misunderstanding about money, about the management of money and nature of raising money. Misunderstanding is the result of additional need for knowledge and preparation.

Some common myths about making donor requests Fundraising is selling. People resent being asked for money. I am “bothering” people when I ask for money.

The Facts  Fundraising is not selling. It is a business transaction.  People have their own reasons for giving or not giving so you may come across all kinds of reactions. Including people who will agree and thank for doing the work you do.  If the agency is doing legitimate work, you are doing people a favor. It is your job to help them see this.

Q and A ______________________

Summary Building a donor base is essential to a stable financial base. Preparation is key to successful donor recruitment. Clarity and focus are key in preparation. Donor recruitment is not selling.