1. Asking for Contributions Tom Holland

2. The Basics Individuals are key to success
Individual gifts comprise 90% of contributions to nonprofits
85% of Americans make charitable gifts
You must have a case, a plan, and leadership
You must ask in person
You must ask for a specific amount
Board must lead by 100% giving Have you sent in your check?

3. Why People Give
They want to make good things happen or stop bad things from happening
They believe in the cause
To leave a legacy in the community
They have the money
They have given to this organization in the past
They are part of a team
Tax reduction
But the TOP reason: BECAUSE THEY ARE ASKED

4. Preparing to Ask Asking is easier for some people than others
It gets much easier with a little practice
You have made a stretch gift yourself
You are inviting others to join you in this great opportunity to make a difference in our community
Giving is a cooperative relationship, fulfilling, making things better for children in need.
You are not a beggar, so don’t apologize for taking time or asking for help.

5. Getting yourself ready
Know your case and basic facts about the organization, for example
It costs our organization $950 to serve one child
It served 325 children last year, but 108 in need could not be served
Know your prospects, their values, and specific amounts to ask for
Know yourself, your own values and commitments
Relax, be yourself, sincere, enthusiastic about the cause and organization

6. Our first round of Asks
We will review our roster of past donors to our organization.
Each of us will be asked to identify 5 donors to contact (best known/ largest gifts)
Identify your choices with the director to avoid duplication.
We will ask each one for at least double the size of their largest gift, with a minimum ask of $100.
These visits should be completed by Oct. 27th.
After completing this round, we will proceed to select 5 more each for the next round of asks.
Just six yeses at $500 gets each of us our goal of $3,000, but don’t stop there.
We will celebrate our successes at the meeting on Nov. 17th.

7. Logistics Get background information on your prospect
Call to set up appointment time and place
Be honest: tell them why you are coming
Work cooperatively with gatekeepers
Be prepared to deal with resistances
I just gave.
You don’t need to talk with me.
What do you want?
How much do you have me down for?
I’m really busy.

8. Getting the conversation started
Look them in the eye
Briefly state the case for giving to this organization
Show your enthusiasm for the cause
Ask questions about their interests
LISTEN to them
Respond to their questions or concerns

9. When to close You have established good rapport with the person
You have told the story
You have listened to them and responded to any questions
Then ask the person for the specific amount you planned
“Jim, as you know I’m here on behalf of Children First. We want to serve more of the children needing help. Your gift of $950 will enable us to serve another child on our waiting list. May we count on you for that?”
Then SHUT UP, do not fill the silence with chatter. Maintain good eye contact, and wait for the person to respond.

10. Handling objections
Listen for expressions of hesitancy, concern, or resistance to the request.
Use them as opportunities to better understand the person’s motivations and needs.
Respectful responses bring you closer to securing a gift.

11. Why objections surface
You rarely know all the issues until you ask for a gift
Personal circumstances
Other outstanding commitments
Relative priority of the organization
The ask may not be at the best time for them
You are asking people to stretch
In amount of gift
In timing of gift

12. When they say YES Thank them
Confirm the details (“Shall I take your check now?”)
Ask how they would prefer the gift to be recognized.
Leave
Follow up immediately with a note of thanks
Widen the circle of appreciation
Record the gift with the leader for future use

13. If they say No Listen actively to the reasons.
Ask open ended questions to clarify their concerns.
Listen for misinformation, misunderstandings, doubts, resentments from past. Respond respectfully.
Restate the positives that led you to ask
Probe to determine the nature of no
No to project
No to amount
No to timing
No never
Respectful probing may lead to objections surfacing and negotiations beginning.
If they say “I’ll think about it,” seek to understand what may help such reflections.

14. Thank them often
Regardless of the outcome, seek to maintain a good relationship and thank them for their consideration.
Remember that you are building good will for the organization and its future.

15. Celebrate our successes
You will feel terrific each time you hear a yes. Energy will grow quickly.
Let’s send one another notes about our experiences. Share the happiness.
We will plan for good ways to recognize and thank our donors, in addition to your individual thank you notes.