EARNING THE RIGHT TO ASK

 

In this series, the DBD Team will take a deeper look at some of the axioms we use when working with our clients. In today’s blog, Mike expands on our axiom: “Earning the Right to Ask.” To read other axiom blogs, click here.

I suspect this has happened to all of us involved in fundraising – a potential major donor makes a commitment at a level far below what we had hoped to receive. In reviewing the scenario, we feel like we’ve done so many things right in order to assure a successful campaign: developed an amazing case, engaged great leadership, identified top potential donors and put into play an outstanding campaign plan. But for some reason, the donor just didn’t connect at the ‘hoped for’ level.

Conversely, there are occasions where the same combination of great case development, leadership engagement, prospect identification and campaign planning have resulted in potential major donors making commitments that exceed, and even far exceed, hoped-for commitments.

The one factor that most often explains the difference between the two scenarios is that in the first we’ve overlooked the critical importance of earning the right to ask for the gift before actually doing so. In the urgency to complete campaign calls and meet deadlines, we’ve not committed the time and resources required to first raise the donor’s interest to a point where he/she is excited about supporting our case.

What does earning the right to ask for a gift actually look like in a campaign? It is perhaps best seen in the unique engagement strategies that are developed for each major donor prospect… strategies that identify specific steps to be taken that will raise his/her interest. That engagement strategy may be simple or it may require the investment of a considerable amount of time and attention with a donor before you’ve earned the right to ask for a gift. It’s important to meet each donor where they are.

How will you know when you’ve earned the right to ask?

  • You’ve presented a compelling case for support that engaged the prospective donor’s interests. How do you know they’re engaged? They ask questions, visit your program site, talk to others in the community about your campaign, etc.
  • When you feel comfortable enough to ask for permission to ask for the gift. Your dialogue has reached the point where this feels like a natural continuation of the process.
  • The prospective donor starts asking about campaign progress or how they can help.
  • When the prospective donor stops talking about your organization as “you” and starts referring to it as “we.”

In successful capital campaigns, the top 50 donors will generally account for 80% – 85% of the campaign goal. Therefore, failing to invest the time and resources in earning the right to ask for a gift can have a devastating effect on a campaign. Conversely, committing to being interest raisers and earning the right to ask for a gift can result in commitments even beyond your ‘hoped for’ levels.

If you’d like assistance in developing engagement strategies and earning the right to ask for a gift, we’d be pleased to be in the conversation!

 

Want to read more on this topic? Check out the following posts:

Earning the Right by Peggy Vinson

Simple But Not Easy by Bruce Berglund

Courage to Ask by Journey Johnson

 

Posted by Mike Bussey
Mike Bussey

Written by Mike Bussey

Mike Bussey provides a comprehensive portfolio in fundraising and strategic management for YMCAs, churches and other faith-based organizations. Prior to joining the Donor By Design team, Mike served for eight years as YMCA of the USAs Financial Development consultant to 350 YMCAs in 14 Midwest states, as well as to the Jerusalem International YMCA.

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