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The Ask: Soliciting Your Donors
David M. GiagrandoAssistant Vice PresidentCorporate Partnerships
Today’s Road to Success• Creating a Good Ask• Fundraising Tips• Follow Up the Ask• Barriers to Success
It’s easier than it seems…
Making the Ask
“I have tried raising money by asking for it, and by not asking for it.
I always got more by asking for it.”
-A fundraising participant
“I am doing the Jimmy Fund Walk. Will you sponsor me?”
Is this a Good Ask or a Bad Ask?
“1 in 8 women will get breast cancer in her lifetime. As someone with a daughter, I find this scary, depressing and unacceptable. So I’m walking this September in the Jimmy Fund Walk to change this statistic. Will you support me by giving a gift of $50?”
Is this a Good Ask or a Bad Ask?
Five Easy Steps
“1 in 8 women will get breast cancer in her lifetime. As someone with a daughter, I find this scary, depressing and unacceptable. So I’m walking this September in the Jimmy Fund Walk to change this statistic. Will you support me by giving a gift of $50?”
Step #1 (1) Identify
the need
“1 in 8 women will get breast cancer in her lifetime. As someone with a daughter, I find this scary, depressing and unacceptable. So I’m walking this September in the Jimmy Fund Walk to change this statistic. Will you support me by giving a gift of $50?”
Step #2 (1) Identify
the need
(2) Be authentic and tell why
it is important to
you?
“1 in 8 women will get breast cancer in her lifetime. As someone with a daughter, I find this scary, depressing
and unacceptable. So I’m walking this September in the Jimmy Fund Walk to change this statistic. Will you support me by giving a gift of $50?”
Step #3 (1) Identify
the need
(2) Be authentic and tell why
it is important to
you?
(3) Share
what you
are doing
about it
“1 in 8 women will get breast cancer in her lifetime. As someone with a daughter, I find this scary, depressing and unacceptable. So I’m walking this September in the Jimmy
Fund Walk to change this statistic. Will you support me by giving a gift of $50?”
Step #4 (1) Identify
the need
(2) Be authentic and tell why
it is important to
you?
(3) Share
what you
are doing
about it
(4) Ask your donor to
take a specific action
Step #5Shhhhhhhhhh!
• Be specific and identify the need• Be authentic and explain why it is important• Share what you are doing about it• Ask your donor to take a specific action• Stop talking! Shhh!
An Ask in 5 Easy Steps
Remember
• It is specific.• It is authentic.• It is actionable.• It is a question!
• Identify the need• Explain why it is important• Share what you are doing• Ask your donor to take action • Stop talking!
Five Easy Steps to an Ask Four Elements to an Ask
Fundraising Tips
Ask Everyone
Ask Everyone
Ask Everyone
Circle of Influence
Speak from the heart!• Be personal• Be powerful
Share your story with people you know... and people you don’t.
Share your story
Ask Confidently!
NEED NEW PIC CC
Make it urgent: set goals for yourself
Event Date
Start fundraising!
DONOR DEADLINE
Start fundraising
Event Date
Body copy
Make it EASY
$5 x 5 days a week = $25/week (or $100 month!)
• Use your Jimmy Fund website page
• Use our Facebook fundraising application
• Include a self-addressed stamped envelope
• Volunteer to pick up and deliver their gift
Other ideas to make it easy
Show your donor what their gift could buy:$25 = New toys for pediatric patients$50 = Bereavement visits$100 = Cancer screenings (skin, breast, prostate) $150 = Patient support groups$250 = Helps fund clinical trials$500 = Genetic Screening for 1 patient
Make it easy
… and then be quiet
Ask big …
Have an opening line
“What motivated you to give last year?”
“Did you know 1 in 8 women will get
breast cancer in their lifetime?”
“What do you know about Dana-Farber Cancer
Institute?”
Ask everyone – multiple times 5:1
Share your storyAsk confidently
Make it urgentMake it easyAsk bigHave an opening line
Remember
Bottom line: You need to ask!
Send them updates
Send a second appeal
Talk about your progress
Follow up with the undecided
“Do you have a few minutes to talk?”“Do you remember when I was telling you about…?”
“I am passionate about this cause.”“I believe in the work Dana-Farber is doing.”
“I’m halfway to reaching my goal of $500 in the next two weeks, and every dollar helps!”
“Will you support me in conquering cancer?”
Ask a second time
Diversify
Ask and engage
Use Facebook, Linked In, Instagram
Use Email
Hold a drawing
Offer digital images and
video
Host an event
Use snail mail, personalized
letters
• Follow up with the undecided
• Follow up with second ask
• Diversify
Remember
Barriers to success
They are not asked!
What’s the #1 reason people do not give?
Don’t ever assume you know:
• who will give
• how much they will give.
• what connection they have to the cause
Don’t make assumptions
• They’re not rejecting you• It’s okay to hear ‘no’• Someone else will say yes• The fight against cancer is
worth it
Don’t fear rejection
Accepting “No”
“I can’t come to your event.”
“Here is the link to my giving page. Will you please give
online instead?”
“I’m tapped out.”
“I understand. Would you consider giving your time and
energy to help with my fundraising efforts?”
“I already gave to someone else.”
“Thank you for supporting this cause! Will you take your commitment to the next level
and contribute again?”
Accepting “No”
Reconnect with the cause
Celebrate successes See everybody you meet
as potential new donor
Fundraise efficiently Set specific goals Set intermediate goals Ask for help Train your replacement
Giving fatigueI can’t give
again!
I can’t ask again!
Don’t procrastinate: Be specific
“I want to raise some money
this year.”
“I will raise $3,000 by June 1.”
“I’ll have a car wash sometime this summer.”
“I am running a car wash on August 27.”
Lack of a response doesn’t necessarily mean an unwillingness to give. It may just mean:
Failing to follow up
“I’m busy.” “I forgot.” “I misplaced your appeal.”
Take the initiative and follow up!
Thank you!
