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“THE ASK”
Educate/ Cultivate
Thank/ Recognize
Identify Prospects
Involve
Involvement at any point in this cycle is part of fundraising, and involvement at every point is needed!
21 Fundraising Tips
It’s Counter-Intuitive
Sometimes fundraising is counter-intuitive. It's important to keep
these tenets in mind because knee-jerk reactions or instincts
are often not effective fundraising.
Tried and True
These are neither guesses nor opinions. They are facts and strategies, tested and proven
through fundraising efforts in every kind of community, among folks at every income level, and for every
kind of organization you can imagine.
ONEKeep At It!
Ask enough people enough times, and you can raise all the money
you need to raise.
TWOOffering an Opportunity
People give to people, much more than they do to causes. The number one motivating factor behind charitable giving is "who you know" and "who asks whom.” The power is in the
relationship. You are NOT BEGGING. You are giving people the opportunity
to invest in something important.
THREEMany “Hands” Make Light
Work
A wide and deep base of donors provides a much more stable base of support and one that can stand the test of shifts and changes over
time.
FOURIt’s NOT Big Corporations
Eighty percent of the charitable donations given in the United States annually comes from
individuals.
FIVEand it’s not the Top 2
Percent…
Of that, over half of the gifts come from people who make $60,000 or
LESS.
SIXEveryone Can Contribute
We do not have to be wealthy nor know a bunch of wealthy people to raise money for the
work we love.
SEVENPersist
When we ask for contributions, people will say yes and people will
say no. It is our job to ask—to offer the opportunity—and to keep
on asking.
EIGHTWork Toward Yes
Some donors, even institutional funders, will say "no" a number of
times, but with education, relationship-building, changes in their financial situation, a shift in priorities, many will eventually say yes. It is very
important to continue building the relationship, educating and asking.
NINEStay Positive
Beware of the naysayer! They are everywhere - sometimes even within ourselves. These basic fundraising tenets and strategies have proven
effective through time, cross community, issue and socio-economic status. If you
ask, people give. If you ask enough times, people give enough money.
TENBe Very Clear
Effective fundraising requires a clearly articulated case that is easy
to understand, absorb and remember; one that is articulated consistently by the organization's board, staff, volunteers and even
donors.
ELEVENBe Visible
An organization, or a particular project, is as valued as the
organization is able to consistently and effectively articulate that value. State your case everywhere! Events,
newsletters, website, media, Facebook, Twitter, marketing
materials, etc.
TWELVEBe Committed
The personal commitment of each board member, staff person, and
volunteer is a key element whenever that person is making the case. Your passion will move
others. Share it!
THIRTEENBe GRATEFUL
Thanking, recognizing and honoring donors is imperative to keeping them. Thank on time and thank
often. Find private and public ways to thank and recognize your
donors. Respect anonymity if it is requested.
FOURTEENShow Results
It is absolutely key to connect your donors to the true impact of
your programs. Whether in a fundraising letter, on a sign or in a
conversation, show them your mission-driven results with a
human face and in concrete terms.
FIFTEENProtect Your Investment!
Donor names - those of current donors, past donors and prospects - are like GOLD. Be sure that they are treated that way in your data
management system. Like GOLD!!!!
SIXTEENShow Up in Person
Face-to-face fundraising is by far the most effective. Be sure to create
opportunities to speak in person with your donors at cultivation events,
fundraising events, offering volunteer opportunities. With major donors, visit one-on-one at least once each
year, and whenever possible appeals should be made face to face.
SEVENTEENHow Much Do You Really
Want?
Direct appeals for concrete amounts are the most effective. Be sure not to be cloudy or unclear about what you are asking for. Also be sure not to be
apologetic. Do not say things like, "This is the part no one likes ...” or "If you can't give any money, that's OK";
or "Even one dollar will help."
EIGHTEENBe Specific – Let them
Decide
Make a clear, direct ask that will meet a clear and direct need. They will
decide if they can or can't give, and whether they'll give one dollar or one hundred dollars. Do not decide this for them! Do not speak after you
make the direct ask - let the prospect speak first!
NINETEENWhat’s in it For THEM?
Whenever possible, articulate to the donor the benefit that he or
she will receive from giving. Often it is the opportunity to know they
are a key part of creating something beautiful, or making an
important change in the world.
TWENTYWho Do They Know?
If there are doors that are hard to open, see if you can approach
through someone who knows that prospect or that lapsed donor.
TWENTY ONEStart at the Center
Build your lists from the inside out. Start with current donors, staff,
board, volunteers, and partners. Everyone should be on your list and
helping build the list with their family, friends, and colleagues. As new people join in, expand to their
circles as well.
