There have been a number of times in my life as a fundraiser, where I share what I do for a living and surprisingly the reaction is negative – thinking that fundraising is strong-arming people into giving us their hard-earned money. The reality is that true philanthropy is quite the opposite! Being passionate about causes or organizations which have affected our life is a common human experience. For donors, having the ability to give back as a way to say thank you or make an impact on something that is meaningful to them is truly a wonderful thing. Our work as fundraisers is simply to be a steward between a person who is passionate for the cause and the organization which is doing good in the community.
So as you approach the opportunity to have a conversation with someone who can make an impact on your choral arts organization, look at it as an exciting next step that with preparation, strategy and also good two-way communication – it can lead to a great result for all involved.
So brush off any pre-tense or intimidation because you’ve got this! And here are seven easy steps, which will make you confident to get started:
Discovering a donor’s inclination to give is not formulaic and it does require research and discovery. Major donors often begin as individuals who make an annual gift (perhaps not even a large amount) year after year. Sometimes it’s individuals who make a gift and then begin to slightly increase over time. Sometimes people come out with a bang, making a large gift and then disappear for a year or two.
When you have a target list of individuals who you have a gut feeling could do more, it’s important to take some time to learn about them. Are they also supporting peer arts organizations in your area? Do they serve on other boards? Are they friends or related to someone within your organization? Where do they live? What do they do? Do they have multiple residences? These nuggets are an important piece of getting started as they are indicators of a donor’s capacity to give larger gifts.
Fundraising is less about ‘the ask’ or closing the big gift and more about human connection. Simply starting a conversation with “Why do you give?” or “What does our organization mean to you?” can open up a wealth of information about an individual’s passion, their inclination to want to get more involved and their own history and story.
Actively listening during these conversations is key. Asking questions to learn more, making an individual realize that their thoughts are important, and creating a genuine relationship and connection with that person is critical. Digest and remember what they say because that information will help you as you continue (take good notes after the meeting!).
Take the information you learned in your meeting along with the research you have done and start to think about your organization’s needs and philanthropic priorities and what those price points are.
Do you need funding for specific programs or new initiatives? Are you looking to create a leadership giving group within your organization which will positively impact your annual operating and growth needs? Are you building a legacy society which will provide for the long-term sustainability of the organization? Are you embarking on a capital project, which can be life-changing for the organization?
When you marry together a donor’s interests and passions and what opportunities and needs you have that may be a match – you are on your way to success!
I want to emphasize again the importance of this being an ongoing relationship that needs to be tended to. Taking your time with this process and continuing to build genuine connection will only help you. When you make an in-person ask for a gift, it should never be a surprise for the donor. So at this point, the ask is not likely to take place quite yet.
Using your previous conversation and the planning/strategizing you have done, continue the conversation. Share with them how valuable your previous conversation was and how much their words and thoughts were impactful. Share some of the continued priorities for the organization and how they may relate to what the donor shared with you previously. Then, simply ask for their feedback. Does making a gift towards your community engagement efforts resonate with them or perhaps underwriting a specific concert, for which the program might fall into line with their interests? Let this be a two-way conversation and be prepared with answers because a donor may ask how much that would cost, what recognition opportunities are available or what the timing is for making a decision
I like to end the conversation above by allowing people to think through what was presented, especially since sometimes discussions with other family members may need to take place. Acknowledge that step and their time to consider. Then ask them when would be a good time to follow-up. By putting the donor in the driver’s seat at this point, your next communication will be that much easier as you are simply following through with their request and wishes.
Now it is time to make the ask! Write a simple email to request a call or lunch, or simply pick up the phone on the agreed upon time or date. In your communications, see if they have further questions or have thought through your discussion any further. Let the donor lead again. The hope at this point is that all the work and conversation that has been done will lead you to an answer and that the organization’s need and the donor’s interest will come together with the agreement on a specific gift (this could be an outright gift or a pledge which is paid over a period of time).
Congratulations, you did it! But you are not done. Receiving a gift (and providing a tax receipt and thank you note) is NEVER a final step. Now you embark on the most important and fun process, which is stewardship.
I once had a donor I worked with who began to support an educational program at our organization. Involving them in periodical visits to the program and an opportunity to meet the students and leadership involved was such a fun process for both of us! The result in this ongoing engagement was that the gift continued to grow year after year, eventually coming to a point of naming and endowing the program for the future. This took place over a period of eight years and never would have been possible without the time and care of stewardship and the continued prioritization of building the relationship.
After reading this through, if the process still feels overwhelming, start with a small group of donors as a test case in the year ahead. Simply setting up a few lunches or meetings and starting conversations is all you need to do. Let your expertise about your choral arts organization and making genuine connections be your guide. Good luck!
Have you ever made a donor ask before? If you have, we’d love to hear your story and what tips you have for a successful ask? And if you have not, let us know what makes you nervous about asking. It’s great to have a community to learn and get feedback from, so please share in the comments below!