Do you need to raise more money?

For most nonprofits, the most efficient fundraising strategy involves seeking major gifts from individual donors.

Don’t be intimidated by the phrase “major gifts.” As we discussed in a recent post, you decide what “major” means. For grassroots groups, that could be $500 per year or $40 per month. Large institutions, on the other hand, might set their major gift categories at $50,000 and up.

Most major gifts are solicited in person – over coffee, or at your project site, or perhaps in your supporter’s home or office. As you schedule these meetings, be forthright: one of your goals is to ask for financial support. Otherwise, your donors might feel like they’re being ambushed.

Pop quiz: What’s the most important gift you can give your donor to facilitate a big contribution? Surprise – it’s the gift of silence.

When you start babbling, things fall apart

Imagine the following scenario. You’re meeting with a wonderful potential donor, learning lots about their interests and how those interests dovetail with your organization and its mission.

Before long, it’s time to ask. If you’re nervous, you might blurt out an amount – “Would you consider a gift of $5,000?” – and immediately begin to backpedal.

Your mouth will open against your will and all sorts of inappropriate comments will come flying out.

• “I know that’s a lot of money. You really don’t have to give that much.”
• “I know this is a bad time for you, because it’s certainly a bad time for me.”
• “You don’t have to decide right now.”
• “Of course, if you’re as broke as I am, there’s no way you could even consider a gift of that size.”
• “I’d like to crawl under a rock and die from embarrassment. Care to join me?”

Inside the donor’s mind

Let’s look past your discomfort and enter the mind of your potential donor. Because of your transparent approach, this person knows – long before the meeting – the purpose of your visit, and won’t be shocked or upset when you ask for the gift.

Indeed, they may be wishing that you’d gotten to the point ten minutes earlier.

So you ask. And you wait. And while you wait, your prospective donor is silently juggling the following questions.

• Is this a priority for me? Is my interest in this group or this issue worth this much money?
• Is this the right amount? Should I give more? Or less?
• Do I have the money now or will I need to budget this gift over time?
• If I choose to make the gift now, do I have to transfer funds between accounts?
• How will this donation affect other financial obligations, including the other organizations I support?
• Do I know of any unusual expenses (car repair, tuition payment, home improvement) coming up soon?
• Would I like my gift to be public, or would I prefer to be anonymous?
• Who else do I want to talk with before making a decision?
• How will I feel if I say yes? How will I feel if I say no?

The gift of silence

It takes a while to work through all these questions. Rather than fill the space with your anxious chatter, sit quietly and give your prospect the gift of silence to figure it all out.

If you feel the need to occupy yourself, sip your drink. You don’t have to stare the person down; it’s fine to break eye contact and look away. If necessary, dig your fingernails into your kneecaps to distract yourself.

Whatever else you do, remember this: ask for the gift, then wait patiently with your mouth shut. You’ll be glad you did.

Learn more about “The Ask”

This post is adapted from my book, How to Raise $500 to $5000 From Almost Anyone. You can read it in an hour, and I guarantee it will answer 90% of your questions about face-to-face fundraising.

For the other 10%, feel free to email me at andy@andyrobinsononline.com. I’ll do my best to answer those, too.

Thanks!