Making the “Ask”: Advice from Connie Pheiff

The Art of the Ask is actually quite simple: 

• You make your ask
• You make your case
• You show the benefits
• Then you stop talking 

Many people wonder why I suggest making the ask first. “Asking” is a science. Not rocket-science, but a science. They can’t say ‘yes’ unless you ask. You are offering them an opportunity to contribute significantly to your community. People give to people they know like and trust. Forty percent of your time should be on building rapport and trust. Only ten percent of your tie will be getting the commitment.
Before reaching out to a potential donor you need to prepare. You will spend most of your time before and after the ‘ask.’ Don’t consume yourself with learning about your message, you should already know that. Spend your time learning about the potential donor. Their interest, giving history, what board do they sit on. The more you know, the quicker you can build a relationship. It’s a courtship… like dating. You can go online to Hoovers.com to learn more about a donor and a company.

As you prepare for your ‘ask’ meeting, create a list of bullets points about your organization. Have your current work plan with you just in case a question arises from the donor.

Collect testimonials from your current donors. Ask them to describe why they contribute their time and money to your organizations so you can demonstrate their commitment.

Determine who is the right person to make the ‘ask.’ It’s not always the staff member… in most cases it’s not the staff member. The ‘ask’ will be more sincere coming from one of your board members, someone that knows the potential donor. If your volunteer is not comfortable making the ‘ask’… ask them to make the call for you; make an appointment for you; suggest you both go the appointment together. They give their testimonial, then you make the ‘ask.’

In most cases the donor is a busy individual. If you got the meeting, they know why you are coming – to ‘ask.’ It is important to respect the donor's time and make the ask first. Then, and only then if the donor wants to know more information you are ready. Know your strategy before making the ask. You may only have one chance.

Remember when you are making an ‘ask’ it is about them. Not about your organization or how many people you serve. Individuals and corporations want to know what's in it for them.

A question to ask yourself: When you make the ‘ask’ do you allow a donor to feel good about him or herself?

~Connie Pheiff

Connie Pheiff is a noted nonprofit professional, speaker, and author. She has written the book The Art of the Ask, recently speaking on the subject at the Foundation Center in San Francisco.  You can find out more about her and her book through her website http://conniepheiffspeaks.com/.