“Fundraising is, first and foremost, a form of ministry. It is a way of announcing our vision and inviting other people into our mission. … Fundraising is proclaiming what we believe in such a way that we offer people an opportunity to participate with us in our vision and mission. Fundraising is precisely the opposite of begging. When we seek to raise funds, we are not saying, ‘Please could you help us out because lately it’s been hard.’ Rather we are declaring, ‘We have a vision that is amazing and exciting. We are inviting you to invest yourself through the resources that God has given you – your energy, your prayers, and your money – in this work to which God has called us.’”
–A spirituality of fundraising by Fr. Henri Nouwen (2010, pp. 16-17)
Many people are very uncomfortable asking others for money. Fr. Henri Nouwen’s quote has helped me understand that raising money isn’t begging. I have grown to love sharing “a vision that is amazing and exciting” to donors and became comfortable inviting them to invest in that vision. For secular organizations, I think this wisdom from Nouwen emphasizes the importance of sharing a vision and the opportunity to provide donors with meaning. Helping people find meaning in their lives is an important part of philanthropy.
As we think about asking people for money, we must reflect on the three most important reasons people give:
- They were asked to give: Asking someone to give is inviting them to be part of something bigger than themselves.
- Someone they know, like, and trust asked them to give: Finding the right person to ask is key.
- The cause and/projects are important to that person: Giving is relational. It is important to know what the prospect is passionate about and connect their passion to a need.
When I work with nonprofit and church clients, they often ask for training on how they can become more effective at soliciting gifts. There is no right way to ask. It is most important to know the prospect and plan the ask accordingly. Some potential steps of the solicitation process might include:
- Research and prepare: Understand what you are asking the person to support.
- Know your donor prospect: Recognize what is important for the prospect.
- Schedule an appointment: In person is generally preferable.
- Engage in casual conversation: Demonstrate that you want to have a relationship with the prospect.
- Communicate the case: You might share materials. Explain why this organization and project is important. Connect to the prospect’s passions.
- Share that you have already donated: For volunteers and staff, their example of giving is powerful.
- Ask for a donation amount: In general, I recommend asking people for a specific amount. There may be times when you know the donor, and it makes sense to leave that part open.
- Wait for them to respond: Silence allows the other person to consider their options.
- Ask for them to respond by a specific date: If you don’t get an answer right away, that is okay. Some people will need time to think about a gift or discuss it with others. Suggest when you might follow up.
- Help them fill out the donation form: If there is a donation form, you can offer to help them fill it out.
- Send a thank you note for meeting: Following up with a thank you is very important.
- Follow up: People are busy and sometimes need a follow up.
I hope these steps are helpful as you consider how you approach a gift. This also can be shared with volunteers and board members who are involved with fundraising.
Remember that fundraising is providing someone with an opportunity to give back and be part of something bigger than yourself.
TAD Campaign Advising helps nonprofits achieve capital campaign success through case statement development, feasibility studies, campaign advising, back office support, and planned giving guidance. For more information, please contact us.
