The Old Ask vs the Collaborative Ask: Seven Shifts To Close Mega Gifts
2024
2024Can you imagine working with major donors who are literally excited to make big gifts that fund your organization? Now, just imagine actually enjoy working with these donors to close transformational gifts.
The big question is – how to pull it off? How do fundraisers manage to become trusted advisors to their donors, keep closing gift after gift, and maintain long term, happy relationships with them?
Here’s the secret: when the donor is ready for an ask, shift to a slower, conversation-based gift discussion based squarely in the donor’s dreams, wishes and personal values. This is how you ask for and close mega gifts.
The Opportunity: The Paradigm-Shifting New Collaborative Ask
We are introducing a new gift closing approach that is much, much more successful than the old formal solicitation approaches. Instead, we recommend that fundraisers literally collaborate with their donors in order to achieve mega gifts.
Today, we want to show you how to pull this off.
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You’ll have to abandon the old approaches for soliciting and closing major gifts that are so “last century.” They no longer work with today’s sophisticated donors.
Even more, you will need to leave behind the old-fashioned, scripted Ask approach that often leaves major donors cold.
When you slow down and use the Collaborative Ask approach, you can develop long lasting relationships with happy major donors who stick with you and give again and again.
In our upcoming Major Gifts Intensive professional development program, we’ll be teaching this new (wildly successful) Collaborative Ask approach. Find out more here!
The Old Ask vs the Collaborative Ask: Seven Shifts You Have to Make
Here are the seven shifts professional fundraisers can make, to create relationships with donors that will cause them to actually OFFER gifts without being asked.
1. Money vs. Possibilities
Are you talking about money with your donor? Or are you talking about vision, opportunity, impact, and possibility?
One is transactional, and one is visionary. You can approach a donor for a monetary gift, OR you can ask them what impact they really want to create. You can paint a picture of how they can change the world.
Clearly, the latter will result in a larger gift!
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2. Organization-centered vs. Donor-centered
Typically, we bring naming opportunities and organizational priorities forward to our donors. We discuss projects that need funding, whether donors are interested in them or not.
Yes, organizational priorities are important. We agree.
But, consider that each individual donor has a reason for supporting your cause that is deeply personal. It’s emotional.
Approaching your donor with a list of projects takes all the energy out of the conversation. It’s about facts rather than about the donor’s dreams of making an impact.
An organization-centered approach often results in smaller gifts.
3. Formal Pitch vs. Informal Questions
A formal “pitch” is a fastball. It can go so quickly that the donor barely has time to register what’s happening. You and your team are doing all the talking and not involving the donor.
You are certainly not evoking the donor’s feelings and dreams.
The conversation feels like selling something, listing all these reasons why the donor needs to give big and give now.
Approaches like this can leave your donor cold. Where is the emotion? What does the donor even think – do you know? Try this approach and your team probably receives a much smaller gift.
Do you want your team to master these asking skills? Register them for the upcoming Major Gifts Intensive professional development program. We’ll be teaching this new (wildly successful) Collaborative Ask approach. Find out more here!
4. Fast vs. Slow
Let’s consider the slow approach. One that moves based on the donor’s timetable. One that makes the donor feel comfortable, almost like they are in charge.
When you move too quickly with a donor, you run the risk of making them think all you want is their money. They will think you don’t really want to know what they think or how they feel.
You are telling the donor that you actually don’t want a relationship with them.
You will certainly get a much smaller gift if the donor feels pushed too quickly to make a decision.
5. Pushy vs. Permission
And, speaking of feeling pushed, who wants to feel like their back is against the wall? Who wants to feel confronted with a major ask they are not ready to consider? No one.
Instead, the best way is to ask the donor for permission. Would you like to talk about xxxx? Would you like to learn more? Is this a good time?
All these permission questions, slow things down and move at the donor’s pace. Then, you are more likely to achieve your hoped-for mega gift!
6. Intellectual vs. Heart-Centered
The secret to a true, wildly successful collaborative ask is this: ask the donor what they believe in, and what they want to accomplish with their philanthropy. Ask them how they FEEL about your organization’s work.
Your donor would probably love to share their passions and dreams with you. They may have a lot to say!
It’s up to you to hold the space for the donor to talk about their deeply held personal values. Honor them by listening deeply.
Then, with a Collaborative Ask, you work out with the donor how they can express their personal values with a major gift. You’ll have a very happy donor and a significant investment in your nonprofit’s work.
7. You Think You are in Charge vs. Donor is in Charge
Have you ever developed a script for a big ask? Who is going to say what? Who will add the urgency? Who will explain the impact? Who will make the ask?
It’s all one-way. You and your team are the ones running the show.
But guess who is really in charge? The donor is really calling the shots. They will determine when you meet, what you focus on, and whether they give.
A slower, conversational approach that engages the donor with permission, step by step, is the only way that will yield a mega gift.
Bottom Line: The Old Ask vs the Collaborative Ask: Seven Shifts You Have to Make
Make these seven shifts and you will create deeper donor relationships that last. And you and your team will achieve many, many more major gifts!
Registration is now open for this years Major Gifts Intensive program that we’ve been running annually for more than a decade.
If you and your team want professional coaching and training to build out a long-term systematic, sustainable major gift program, then consider joining the Intensive. We will be teaching the new Collaborative Ask approach this year! More info here!
