Tip of the Week: Make specific and direct asks for money

By Caroline Poland

As Andrea MacManus discusses in Chapter 18 of Nonprofit Management 101, the key to raising money is making specific and direct asks.

Personally, the most powerful and inspiring lesson I have learned about fundraising is the importance of taking pride in your ask. There is no better tool to elicit giving than a compelling and direct ask for money. Consider being asked for money, and what makes you personally inclined to give. Are you more motivated by someone sheepishly and indirectly sharing with you the merits of a cause, or are you inspired when someone shares their passion without reservations or fear, and communicates the powerful impact your donation will make? Being direct, confident, and specific, makes asking for money an engaging experience.

You must excite and inspire a prospective donor as much as you must listen to them. Make sure that you learn about their personal connection to the cause - this is crucial when asking for money. You need to know why they are interested in your mission, and what they want to change with their donation. Asking these questions opens up a deeper connection with the donor, and is part of the important process of building loyal donor relationships.

Never forget that giving is personal; it is all about the donor?s philanthropic goals and passions. When you make a direct ask for money, honor the depth behind giving, inspire, and compel the donor to give a specific amount.

And as the relationship progresses, share the impact their gifts have made, and encourage them to make a stretch donation, larger than they did the year before. These strategies are all part of the successful fundraising cycle of cultivation, solicitation, and stewardship.