Note: This guest post is from Alyson Molloy Hussey. Thanks, Alyson!
I had the great pleasure of attending a nonprofit house party over the winter. It was hosted by two of the most wonderful philanthropists on the planet.
Given my work as a consultant, I’m invited to a lot of nonprofit events and can’t attend them all. However, whenever I receive an invitation from this couple, I make every effort to show up.
This house party did not disappoint. Honestly, it was one of the best I’ve attended. Here’s why.
Three metrics for a successful party
The hosts. They care deeply about the organization and its mission. They’ve supported the group for years and were very intentional about the guest list, program, and expectations for the event.
The guest list. The hosts chose the attendees carefully. As they wrote in the invitation, “We are inviting a group of like-minded people who are working on, and succeeding in, making America a more just and equitable country.”
The program. The CEO planned to talk for ten minutes, but the hosts asked that she speak longer. They knew the crowd and wanted the CEO to offer a more thorough, sophisticated take on the topic du jour.
And then … the ask
The weakest part of the evening was “the ask.”
When planning these events, I work with clients to set very clear expectations with hosts and guests. Is it a fundraiser? Is it a friend raiser?
These hosts were very clear. This was not a fundraising event. Their intention was to invite guests to listen, learn, ask questions, and develop a connection to the organization.
However, during the Q&A, one guest asked my favorite question: “How can we help?” (Cue the angels singing!) This opens the door to a fundraising pitch.
This CEO explained that they had recently completed a strategic plan with an ambitious goal to raise $90 million – and $70 million had been raised to date. In response to the question, she made a “soft ask” – in my opinion, too soft. It was a missed opportunity.
The best option: Give money
How can you help? Stating this unambiguously: the very best way is to make a financial contribution. Period. Exclamation point!
However, I found myself wondering about other ways the guests could have been asked to participate. How would I have answered that question differently?
I landed where I often land: the rule of three. For example, one easy action item that everyone can do. Followed by one slightly more challenging action item that most people can do. Finally, an invitation to invest: the most beneficial way to help.
Here are my favorite options in ascending order.
1. Read and view
Invite people to read your emails, social media posts, annual report and/or view your video content – whatever you choose to share with supporters.
Yes, we all receive a ton of information. Many people are unsubscribing from email lists or dialing back their consumption of the news. However, a direct ask – “please read this, please look at this” – can break through that barrier.
Sample script: “Please read our emails. We promise not to overwhelm you; we typically send two or three per month. You’ll receive inspiring information about what we’re seeing, analyzing, tracking, and observing every day – information you can’t get anywhere else. So please: open our emails and take a look.”
2. Share
When talking about client nonprofits, I often hear, “How come I’ve never heard of them?” or “More people need to know about this.” If your organization has a communications gap, everyone can help to fill it.
Sample script: “We’re excited about our work, but we have limited staff time and an even more limited marketing budget. To spread the word, we need your help. If you heard something tonight that inspired you, tell a friend. Tell three friends. Host a house party like this one; we can help with logistics. Invite us to your workplace, church, synagogue, or book group. Help us reach more people.”
3. Invest
Because nothing happens without money, you need to ask for it: clearly, directly, and without embarrassment.
Sample script: “Finally, and most importantly, I invite you to invest in our work. We’re looking for donors to invest in our mission so we can create the long-term changes we all want to see. ____ percent of our budget comes from people like you; this is your chance to participate and create real change the world.”
Now it’s your turn
When people ask, “How can we help?” how would you answer the question? Use the comment section below.
Want to learn more about fundraising house parties? Check out these posts.
Party time: A fundraising party planning exercise
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