Asking for donations from individuals and businesses can be a daunting task. Not only do you have to convince someone that your organization is doing something worthwhile, but you also have to try to persuade them that they should give some of their own money to help your efforts.
In an effort to calm some of your nerves when it comes to asking for donations for your nonprofit, we’ve assembled a list of some of the best strategies to implement when you are making asks to individuals and businesses.
Research Your Donors to Read Their Minds
The words you want them to say: “Wow, it’s like he read my mind!”
How do you get to that point? You research your donor as an individual, but you also have a broad depth of general research on the kinds of people who donate to your nonprofit as a whole group.
You need to be able to answer these questions if you want to get into a donor’s heart:
- What kinds of words do they use? What do they talk about when they’re feeling passionate?
- What do they care about? What other causes are they a part of?
- Do they have a history of giving?
- What are their common objections, fears and concerns about giving?
Thanks to the web, we have more access to information about our donors than ever, as well as the ability to survey our donors and examine how they talk about our cause.
Start with existing connections
One of the best ways to expand your donor base and ask for donations in a more natural way is to begin with your existing connections and move outward.
Think about who your most dedicated supporters are. They aren’t random strangers. They’re your employees, volunteers, and board members. These are the people who are most committed to your cause.
Ask them to reach out to their friends and family members for donations. Not only will your donor base grow (potentially twice as large assuming that everyone brings in one additional donor), but you will also have a larger network of donors to ask for future contributions.
Never, Ever Surprise Your Prospect
If your potential donor is ever surprised you’re asking them for money, something is deeply amiss.
Make it clear in your first call or contact that you’re interested in talking to them about your cause and how they might be able to get involved. Make it clear that, while you’re interested in them as a person, there’s a deeper purpose for your visit. That way, they’ll be able to prepare their response, objections and questions.
Give examples and demonstrate progress
Most people don’t just throw money at abstractions or projects without knowing what the money is going toward.
In order to alleviate this issue, give examples of successful past projects that donations have gone toward as well as current initiatives that require funds.
Offering concrete examples when asking for donations answers a variety of questions that donors may have and also shows that your organization is a good steward of donations.
Ask for a Specific Amount
Finally, always ask for a specific amount to contribute to the cause.
Why is this important? Because it takes the burden off of the donor to figure out what size of a donation is necessary. They don’t know anything about your campaign goals. You do. So help them out. Don’t make your donor do the work.
Asking for donations doesn’t have to be a hair-raising experience. You can make it fun and raise some funds for your organization by combining these nine tips in the way that works best for your nonprofit. Happy asking!
MVP
Megan Van Petten
CEO & President
Van Petten Group, Inc.