Guest post by Clemons & Associates

Four Tips for Feeling More Comfortable (when making an in-person "Ask")

Co-contributed by Craig Clemons and Joe Garecht

Here’s a secret you won’t hear in the market or read in most fundraising books… most fundraisers get nervous when making asks in person. Even those grizzled development veterans at the Foundation or leading fundraising seminars sometimes get nervous before a big ask. Of course, that feeling of nervousness subsides, and many times even disappears, with practice.  Once you have made dozens of asks per year for a couple of years, asking (the solicitation) will come as second nature. Until it does, here are four practical tips to help you feel more comfortable when making an in-person ask for your charitable cause:

#1: Ask Personal Questions

When sitting down with a prospect, don’t feel like you must launch right into your fundraising pitch. In fact, it is better that you don’t.  Instead, start off with some small talk, and ask some personal questions, like:

• How are your kids?
• How do you stay connected to our institution?
• How is business?
• Do you follow the e-newsletter updates?
• What are your plans for the upcoming holidays?
• What do you know about the Campaign and the Capital Project?

Treat your prospect like a real person and have a real conversation with him or her. Hopefully, there have been cultivation activities (e.g., House Party) before your ask, but it’s always a good idea to have a casual and positive conversation before you get to the ask.

#2: Bring a Prop

One great way to feel more comfortable when meeting with a prospect is to bring a prop to talk about. It can be as simple as a copy of the fundraising campaign folder, visual renderings of a new project or perhaps some pictures of the on-site construction work.

Think creatively. Use the fly-through video, turn down the audio track and add your own narration. Use the prop or props you bring to stimulate conversation about the organization’s work, achievements, awards, impact -- elicit questions and aim for an emotional response from your prospect.

#3: Prepare Three Stories in Advance

Before going in to meet with a prospect, think about all of the stories you have heard about the organization’s work. Which are the most compelling?  Which do you enjoy telling the most? Prospects love to hear true stories about how the organization has made a significant and positive difference in X number of lives.

Prepare to tell three such stories in advance of your meeting. Tell them to yourself, your spouse, and/or a friend.  Be ready to tell them at the meeting. Once you are sitting across from your prospect, you’ll know whether to tell them or not. Perhaps you’ll use one, perhaps two, maybe all three. No matter how many you end up using, you’ll feel better knowing you have three great stories in your back pocket.

#4: Have a Plan; Have a Script

If you have a plan for the conversation, you’ll feel much better going in to make an ask.  
Great fundraising volunteers write out a plan, at least until you get comfortable with asking for donations.  See sample ‘Script’ for inspiration. 
Your plan should include personal questions you can ask the prospect, stories you can tell, and a general flow of conversation that culminates in an ‘ask’.  If helpful, put all of this into a flow chart so that you know what to do when you get into the room.  It will make you feel much more comfortable than walking into an ask and winging it.

TIPS: 

 Before the 'ask', warm up prospective donor discussing old memories, funny stories, 'connections' made by and through the fraternity.

Before the 'ask', talk about how excited you are about the momentum of campaign (e.g., 20% giving percentage has eclipsed $3,000,000 in campaign gifts and pledges...).

Before the 'ask', show the prospective donor the branded folder (show visuals, house renderings, case for support, pledge form...).

Before the 'ask', open laptop or iPad and show visual 'fly through' (mini movie) of new, completed facility.

Before the 'ask', open laptop or iPad and show website dedicated to campaign (show the testimonies of program recipients or other donors).

Consider (if applicable), showing prospective donor where they are in Campaign's strategic GIFT TABLE (what gift amount the committee believes the prospective donor might align with in strategic design of Campaign Goal).

Consider (if applicable), showing prospective donor which NAMING OPPORTUNITIES align with their stretch gift.