Show Me the Money: How to Move From Friendraising to Fundraising

In my regular column I write for the Guidestar newsletter, a smart reader sent me the $64,000 question:

“All your talk about “friendraising” is great, but show me the money! My organization needs funding right now!”

You’re exactly right to focus on getting the funds that you need.

Here’s my perspective on asking:

I absolutely don’t believe in cold calls. I believe in making friends first.

I don’t know about you, but I don’t like to be solicited without some introduction to the organization asking me. I like to be “warmed up” a bit.

It’s sorta like asking someone out on a date; you can’t just ask out of the blue.

I like to “warm up” my prospective donors before I ask them—and there are lots of ways to do this, to introduce them to the cause and see if they want to participate.

And studies show that the more contacts you have with a prospective donor before the solicitation, the higher the gift from that donor.

The ultimate key to successful fundraising is this:

Getting your donors as passionate about the cause as you are. If you can do that, then fundraising is a piece of cake.

So here’s an appropriate ask:

Step one: You warm up the donor as much as practical, or as much as time allows.

Step two: You get to know him or her, and you find out why he or she is interested in your cause.

Step three: You listen to learn the donor’s story, and you find out what he or she is most interested in at your organization. You also get an idea of what kind of gift the donor might consider.

Step four: When you feel that the donor wants to help and is ready to be asked, you set up an “ask” meeting.

Step five: In the meeting, you present the opportunity and you invite the donor to participate.