Want to learn more?
Join us for a free educational webinar to get the most from your marketing and fundraising efforts.
In the world of fundraising, making the ask is one thing; sealing the deal is another. Even if you’ve grown entirely comfortable with the process of approaching people for money (and if you have, kudos to you), closing an ask can still be a challenge.
Should you end with a question or a statement?
How hard should you work to overcome an objection?
How much silence is too much? Should you talk? Should you listen?
If they say “no,” what do they really mean? No forever? No, not now? No, not that amount?
So many factors, so few concrete answers. The truth is, there’s no formula for the perfect close. Every donor is different and every situation unique. Yet it’s during the close that you need to be particularly confident about why you’re asking for money and especially in tune with your donor—if you’re not, you’ll have a difficult time getting a yes from anyone other than those who were likely to give anyway.
Before we talk about the close, let’s make sure we’re on the same page when it comes to the ask. To be clear, mentioning that your organization needs money is not an ask. Talking aboutwhy you need money is not an ask. Explaining your nonprofit’s financial status is not an ask.
Specifically defining how much you need, why you need it and then directly asking someone to give a certain portion of that amount—that, my friends, is an ask. No doubt, you’ve heard that one of the main reasons people cite for not supporting an organization is, “They didn’t ask me to.” So let’s start on the same page and define an ask as a deliberate and well thought-out request to a donor for a specific financial gift.
For the record: An ask is not about wrenching a check out of some guy’s hand. Your job is to ask, and it is his job to decide. That takes the pressure off both of you if you understand the role each of you plays in the donation process.
That said, there are ways to approach the close of your ask in order to turn the tide in your favor.
For the rest of the tips, read the full article from our friends over at Nonprofit Hub.