Do you love your work…but hate the asking part?
Do you worry that you’ll come off as “salesy” when asking for money? Are you sick of feeling like a beggar?
You are most certainly not alone!
Here’s the $64,000 question:
Are you playing small because of it?
This is what motivated me to get over my fear. Not my nervousness, mind you – they’re 2 different things.
I remember the very day I went from letting my fear rule by giving me perfectly acceptable excuses like:
- it’s the board’s fault
- it’s the ED’s fault
- I don’t have enough time
- we don’t have any people with money…
…to, omg! We – the board and ED as a team – don’t have the luxury of lollygagging about allowing fear to dictate our behavior.
Not when these kids are about to drop out of high school or the children’s theatre is about to close.
So how do we get the courage to play big?
Can running out and finding people that share your passion rule…rather than your fear?
When playing big on behalf of your mission is at the center of the conversation – not money – everything changes.
Successfully inviting people to be a part of something bigger is one of those things that will make us proud on our death bed.
Sorry to be so dramatic, but I believe it’s true.
Here are four key ways to become an authentic asker, and a rock star:
1. Take a closer look at your motivation
When you think about your largest donor, is money at the center of the relationship?
Try this: re-frame it to it’s a “we” thing.
Keep in mind that this is not a one up/one down interaction. You’re not asking for a favor from a wealthy person.
If that’s how you view it, I guarantee your donor will pick up your vibes.
Rather – think of it as using your talents, expertise, friends and passion to put the pieces together that will make something happen.
You provide the expertise and your donor provides the money. That’s the nonprofit business model. One can’t happen without the other.
You are equal partners in service of your mission.
Remember, the goal is the outcome, the money is the vehicle.
2. Pick the perfect person – start easy
Think of just one person that you can approach with a fresh approach. Maybe the lady with the hat.
Go for someone that you know cares a lot about your work. You know this person well enough that she’ll answer your calls or emails.
Maybe she already gives money, but much less than she could.
Ok, you now have your perfect prospect for a major gift.
3. Discover the “discovery visit”
Give her a call and ask something like this:
Would you be willing to have coffee with me? You’ve been giving for 3 years now.
I’d love to know why you chose to become a donor and get your perspective about the our work.
At your coffee date, listen carefully and discover what she really cares about. What are her aspirations and values?
Be curious and ask “why” follow up questions.
If she likes the diaper program for immigrant babies, ask with curiosity, “why does that interest you”
You’ll be amazed at what you learn.
4. Circle back to her with data, a picture, or a note
Send an immediate handwritten thank you note.
Then, a week or 2 or 3 after your visit, send her something about the diaper program.
Take a picture of your mission in action – something you know she’ll appreciate – and send it to her.
Or email her some new data about the increasing number of mothers entering the country and what that means for their families.
5. Invite her to be a part of something bigger
Identify a project or an aspect of your operating budget that is customized to her. Something she’ll be proud to fund.
Since you know her interests, values, and financial capacity, and you’re comfortable with her as a person, you can give her a call with a casual friendly voice.
Let her know that there are some new developments in the ____diaper program. Or you’re expanding or improving ____.
You want to share a few giving opportunities that you think might interest her. Go to her home or out for coffee again.
“Would you consider a gift of $10,000 as one of the lead supporters of the expanded diaper program that will help mothers ____.”
The take-away?
When it comes time to contact your new friend to invite her to participate in a special project, I’m guessing the tone of your voice will be different.
You may be a bit nervous, but that’s not the same as “salesy.” You like her and share her concerns about immigrant mothers.
Try it out and explore. Imagine what it would be like if it worked well, you did it again with someone else, and ultimately grew to love asking.
What would life be like for you if you loved asking for money?
Could you use some tips for engaging your board? My free toolkit should help. Click the image, sign up and download it immediately.
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