An important part of a fundraiser’s job is knowing how to ask for a gift. I find it’s best to break the process down into actionable “before, during and after” steps:
Before
1. Do your internal research (CRM, talk with those who know your donor, check their giving history) and external research (Search Google and your local newspaper. Look for community involvement, business news, change in family status—all can impact their ability and willingness to give).
2. Identify genuine interests. This is the piece that comes naturally to most of us. Form a genuine and mutual bond through conversation, questions and follow-up. The key here is active listening, which can be difficult while also keeping the conversation going. You may want to bring another set of ears along for the visit if your donor is amenable
During
3. Discern which projects will most resonate with your donor and then ask. Follow the clues and succinctly propose—you should have more than one project in mind. Show that you value and respect them by providing concrete support.
After
4. Tie up loose ends. Do this at the time of the ask. Before you leave, identify open issues, answer questions or ascertain if other players should be included. Most importantly, set a concrete date for a follow-up call or meeting.
Kristin Croone, JD, is a senior consultant who specializes in estate settlement and gift planning coaching and is on the Sharpe Group Seminar Training Faculty. You can connect with Kristin at kristin.croone@sharpegroup.org or via LinkedIn.
