“Are you asking enough?” – A question I often to pose to fundraisers. Immediately, they go to the amount they are asking for. Sometimes they think about the frequency they are reaching out to their donors. Have you ever asked the five “W’s” to your donors – who, what, when, why, and how they became involved with your organization? “Asking enough” can have so many meanings. Below are three “W’s” we need to evaluate as we navigate donor relations today.
How much?
It is natural to immediately go to the amount of money you are requesting from donors when someone inquires “Are you asking enough?”. From the goals we set to how we want our donors to participate in that goal, are we asking for enough money? Will raising that amount of money allow the organization accomplish its mission? Is the amount you are requesting from the donor allowing them to make an impact and accomplish their philanthropic goals? Understanding a donor’s philanthropic goals is part of asking donor enough information (see the third W). Depending on whom you ask and how you make the request will guide the response to many of these questions.
If you are sending out a general solicitation, a compelling story of the impact the organization has made on an individual’s life (especially if we are talking a kid’s or puppy’s life), will often inspire most donors to give. It is about the chance for the donor to find relationship through the story to something in their life. It could be a neighbor or a family member they relate to in the story you share. Thus giving their gift to your organization a greater meaning.
If you are sitting face to face with a donor making a leadership request, it is about the investment you are inviting them to make. You must be fluent in understanding the need for funds and the impact such a gift would make. Major donors look at their gift as an investment and want to know their investment will receive a worthwhile return.
Another thought to consider is does the math work? If you are going out to solicit for an event, will the event be paid for before guests walk through the gate? If you are going out to solicit for a program or project, are you asking for more than you need to insure the project will be completed and the impact you share will occur? I promise that major donors will want to know.
How often?
There is a consistent discussion of how often you should be making a request of donors. Can you ask too often? Should you ask ALL your donors ALL the time? There is value in segmenting donors, but that is the subject of another blog. The short answer is take time to segment your donors and target each segment appropriately with a unique message to accomplish the greatest engagement with your donors. Understand that there is two types of ask: the first is a hard ask, a clear request for funds; the second is a soft ask, a request for funds that is a part of another communication such as a DONATE button on a website. There is an important rule that for every hard ask, there should be three feel good communications. Feel good communications strictly communicate your mission and impact. Somewhere in these communications there may be information on how to support the organization like a DONATE button in an email or a contribution envelope included in an organization update. These are soft asks and are OK. The only time a soft ask is not appropriate, in this fundraisers humble opinion, is when you are thanking a donor for their contribution. The point is to communicate with your donors regularly. That means solicitation and information about impact.
How are you?
Taking time to learn about your donors moves your fundraising ability to whole new level. This is a question you should ask multiple times to get past the automated responses of “I’m fine” or “I’m good”. To get a genuine response is valuable in these pandemic times. There is value in allowing space to acknowledge what is going on in a donor’s story. It is important to understand your donor’s philanthropic goals and motivation. Why they support your organization and mission, especially, if they have made that very important second gift. How did they first become involved with your organization? Have you ever asked? Do you know your donor’s story?
Take the time to learn about your donors. The information will prove invaluable as your organization works to achieve its mission. Knowing who to reach out to when a certain project is initiated and needs funds is insightful. Identifying partners when a client has a unique need is a powerful opportunity for all involved. Being able to ask probing questions to learn about your donors will become a powerful tool in your fundraising career. Be sure to practice this skill for the sake of your organization and a courtesy to your donors.
Like the five W’s of open-ended probative questions (who, what, when, why and how) to help you to learn about others and your organization, these three questions help you understand are you asking enough: How much?; How often?; How are you?.
