The Art of Asking

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Who is here?

Lori L. Jacobwith

• 20+ years as a communication strategist & fundraising coach

• Measurable: Helped organizations raise over $100 million in last 10 years.

• Impact: My work creates environments where people find ease in their work with, and their conversations about money.

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Where we are heading today

Why is asking for money so

hard?

Money moves toward boldness and

clarity of communication

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What, if anything, do you LIKE to ask for?

What makes it ok?

Art of Asking

• Telling Your Story - Intro

• Asking – Take Action

• Maximize Relationships – Stay Relevant

• Managing Data

The Secret to Fundraising:

Clear, Bold Communication

46% of donors stop giving for reasons

connected to “a failure to

communicate.” ~ Penelope Burk & Cygnus Applied Research

1. Listen.

2. Connect with your community where they are.

3. Allow your community to spread your messages.

Communication

The question is not about how to “get the money.”

Rather the question is about our own relationship with money.

Art of Asking

How does money given bring joy?

What is the financial legacy you want to leave at your organization?

1. There’s never enough.

Three Toxic Myths of Scarcity

2. More is better.

Three Toxic Myths of Scarcity

3. That’s just the way it is.

Three Toxic Myths of Scarcity

Think for a moment about the very first time you made a financial contribution

Art of Asking

Money flows like water

In 2009, $303.75 billion was contributed to charities in United States.*

Breakdown of charitable giving:

• 4% from corporations

• 13% from foundations

• 83% from individuals (includes bequests)

*Source : Giving USA, June2010

“Feeling good is what nonprofits sell.”

~ Seth Godin, Author & Marketing guru

The most overlooked & important component of development.

Communication

Fundraising is a call to conversation and

to relationship.

Not just a transactional act.

Art of Asking

NEED exists when something is missing

Funding gap? - What’s yours?

What do you ask for?

Art of Asking

What problem do you help solve?

Habitat for Humanity

Identify

Engage

AskRecognize

StewardThe Art of

Asking

Identify

People who are:

• Passionate about your work

• Inspired and…

• Are excited/interested to know more

Identify

Engage

The Art of Asking

Engage

Invite Personally

• Delivered via the donor’s preferred medium

• Timed to the donor’s pace

• Focused on the donor’s self interest

Invite

Invite Practice

Find a partner quickly

• Sit with backs to each other

• Ask for a meeting with that person.

• You know them. They have not yet given to Habitat for Humanity.

• After one person gets a yes to set a meeting or attend an event, switch!

• Give each other feedback.

Debrief

• What’s Working?

• What’s Missing?

• Share a story causing people to feel something & take action

• Listen

Art of Asking

Break

The Art of Asking – Part II

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Brief review

70% of donors say the value of their first gift is

considerably less than they could have made at the

time you asked.

Art of Asking

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Only ask the people who want to say yes.

Signs They Are Ready

1. Do you know they are ready?

2. Specifically what will be asked for?

3. Does the donor have an abundance of what you will be asking for?

4. What concerns might the donor have about saying “yes” to your request?

5. Why would the donor say “yes”?

6. Who will be asking?

7. Where will the ask take place?

Preparing for the ASK7 Crucial Questions

Ask

Art of Asking

Expand your pool of askers:

• Former board

• Non-development staff

• Volunteers

• Donors

• Vendors

• Others?

Simple framework for generating $ or support:

1) What’s your current funding gap?

2) What would your organization do with more money or members? Humanize this.

3) What is one simple action you want people to take?

4) Cause people to feel something.

5) Communicate regularly

Communication that generates Action

• What’s Working?

• What’s Missing?

• Share a story causing people to feel something & take action

• Listen

Art of Asking

Ask #1

Ask Practice

Find a partner quickly

• Ask for something substantial to you (must be money)

• Donor should say Yes at some point

• After one asks, the “donor” should give feedback

• Switch!

Debrief

Role Play #2

Ask Practice

Find a different partner• Ask for a substantial

monetary gift

• Donor should say No

• After one asks, the “donor” should give feedback

• Switch!

Debrief

How can you turn a no into a yes?

Final role playTurn no into a yes

Debrief

Identify

Engage

AskRecognize

Steward

The Art of Asking

Simple framework for generating $ or support:

1) What’s your current funding gap?

2) What would your organization do with more money or members? Humanize this.

3) What is one simple action you want people to take?

4) Cause people to feel something.

5) Communicate regularly

Communication that generates Action

“In all you do, act as if it’s impossible

to fail.” ~Jerold Panas, Asking

Tell:

One thing you learned or inspired you

Your next action

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Membership – special offer

Key Note & Breakout Sessions

Customized Fundraising ActionPlanning Sessions

Connecting with Lori

lori@LoriJacobwith.com

www.LoriJacobwith.com

952- 949-2105

http://twitter.com/LJacobwith

Lori Jacobwith

Thank you!