There’s nothing kind about not asking

I just sent this to those subscribed to my “Ask Without Fear!” email newsletter. It got a great response. I hope it helps you as we face these challenging times.

So much about fundraising is counter-intuitive. 

In times like these – well, we’ve never seen one person evaporate $10 trillion in wealth – but from our experience fundraising in the past recessions – the dot com bust of the late ’90s, the fallout of the 2008, even the lockdowns – donors like to donate.

Don’t make this seemingly kind decision

When communities and countries experience financial hardship, many nonprofit leaders say, “The times are hard. We need to be kind to our donors. We can’t ask them for money right now.”

Which is precisely the wrong thing to do.

As I like to say in my Ask Without Fear! trainings, “How dare you make up your donor’s mind for them!”

You may intend to be kind. But the donors just hear silence. So they give to other causes, possibly thinking your nonprofit is all set.

The kind thing to do is to ask

A few years ago, I got to interview a couple whose wealth was gutted by the Bernie Madoff scandal. In the course of the conversation, they told me how grateful they were for one nonprofit leader and his continuing to ask them for money. You see, they love giving. Really love it. But every single nonprofit they’d supported dropped them like a hot potato. They all went totally silent. Not communicating with the couple at all. 
Except  this one nonprofit leader. He still reached out. And he even still asked. With compassion and with understanding that they may not be able to give anything. This couple said that his asking filled a part of them. The silence – probably well intended silence – from the other nonprofits left them feeling isolated and like pariahs. The normalcy of communication, including solicitation, was healing to their battered souls. It helped them get through a dark time.  Ask with empathy  So please resist the urge to not ask thinking it’s some sort of kindness. Instead of trying empathy by being silent, try asking with empathy. Acknowledge that giving may not be possible now. But ask.  Generous people like to give. Even if they have to give a bit less during different seasons.   To your fundraising success, Marc

I hope this helps you too. Please keep asking for you cause.

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