The Art of Asking |
| 28 November 2014 |
| If you want to raise money, sooner or later you’ll have to learn to ask individuals – because that’s where the money comes from. In the United States, gifts from living individuals account for more than three-quarters of all the money donated to nonprofit organisations. Bequests and other planned gifts push the total to more than four of every five dollars raised. In Canada and, increasingly, other countries too, a similar picture is emerging. It’s important, then, that we fundraisers keep uppermost in our minds the principal do’s and don’ts of raising money from individuals – and how those guidelines differ from one fundraising method to another. The list below is only the beginning, of course. Each of these aspects of fundraising demands experience, insight, and a human touch – and a much deeper understanding of the fundamentals of the craft than these terse guidelines suggest. But, given all that, you can’t go far wrong if you keep these tips in mind. Asking in the mail To raise money by mail, it’s important to:
Asking on the telephone Successful telefundraising requires a professional approach that involves either hiring a specialised telemarketing firm or using professionals to train and supervise paid or highly committed volunteer callers. It also requires that you:
Asking for major gifts
Asking for time and influence
Asking for bequests
Asking corporations, foundations and trusts When seeking institutional support, keep in mind that there are potentially four different types of assistance you can secure:
Asking for corporate gifts
Asking for partnerships
Asking for gifts in kind
Asking for volunteer time
With Acknowledgement to Successful Direct Mail, Telephone & Online Fundraising, November 2002. This article first appeared in Fundraising Forum: Issue 71, March 2006. |
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