Over the last few months, we’ve delved into the intricacies of donor stewardship, discussing
what it takes to find, educate, and retain donors. If you’ve been diligently implementing the
strategies and protocols from my previous articles, congratulations—you’ve laid a strong
foundation. Now, it’s time to take the next crucial step: making the ask.
For many development officers, solicitation is the most challenging part of the job. The fear of
rejection can be paralyzing, and the thought of asking for money can feel overwhelming. But
mastering the art of solicitation is essential to becoming a successful fundraiser. If you follow
these suggestions, you’ll not only overcome your fears but also excel in your role, achieving
greater success in your fundraising efforts.
Understanding the Fear of Asking
Let’s start with a fundamental truth: the primary reason people make significant philanthropic
investments is that they are asked. Yet, the fear of rejection often holds us back. It’s important
to remember that “no” is a normal part of the job. Embracing this fact is the first step towards
becoming a successful fundraiser.
To excel in solicitation, it’s crucial to understand that every “no” brings you closer to a “yes.”
Each interaction, regardless of the outcome, is an opportunity to learn and improve. Reframe
rejection not as a failure, but as a step in the process of building meaningful relationships with
potential donors.
The Role of Volunteers in Solicitation
Successful campaigns often involve a small group of dedicated volunteers, typically Board or
Development Committee members, who play a significant role in gift solicitation. There is no
single personality type or style that defines a successful solicitor. What matters is understanding
the basics of effective solicitation and being ready to seize opportunities.
Volunteers must be well-prepared, knowledgeable about the organization, and genuinely
committed. They should be able to articulate the case for support and connect it to the interests
and needs of their prospects. Building a healthy, open relationship with the professional staff is
also essential for seamless collaboration.
Preparing for Successful Solicitation
Preparation is the cornerstone of successful solicitation. Here are key components to focus on:
- Stay Informed: Keep up-to-date with the organization’s needs and the specifics of your
campaign. - Know Your Prospects: Understand your prospects’ interests, needs, and giving history.
- Build Relationships: Establish a rapport with your prospects and ensure they know you
value their time and interest.
When preparing for an ask, consider these steps:
- Set the Asking Level: Work with your team to determine an appropriate ask amount.
- Engage in Social Niceties: Break the ice with casual conversation before diving into the
solicitation. - Ask Directly: Use a straightforward question like, “Would you consider a gift of…?” and
then wait for their response.
Tips for Effective Solicitation
Here are some practical tips to enhance your solicitation efforts:
- Be an Advocate, Not a Beggar: Believe in your cause and communicate that belief
passionately. - Start with Likely Prospects: Begin with those most likely to say yes to build
confidence. - Be Direct and Positive: Let prospects know why you’re reaching out and assume they
will make a significant gift. - Plan the Setting: Choose a comfortable, interruption-free environment for your meeting.
- Be Friendly Yet Passionate: Show your genuine enthusiasm for the cause and your
personal commitment.
During the conversation, ask open-ended questions to engage your prospect’s interests and
concerns. Relate the mission of your organization to their values, and don’t forget to ask for a
specific gift amount. Aim high, as prospects often adjust downward rather than upward. Listen
carefully after making the ask and follow their lead in the conversation.
Handling Objections
Objections are a natural part of solicitation. Here’s how to handle them:
- Denial: If a prospect says no, listen actively and seek to understand their reasons. Keep
the door open for future conversations. - Information Gaps: If a prospect feels they need more information, provide it promptly
and make another appointment to discuss further. - Institutional Concerns: Address any concerns about the organization honestly and
work to understand and mitigate them. - Timing, Amount, Purpose: Be flexible with payment schedules, gift amounts, or
purposes to better align with the prospect’s capacity and interests.
Celebrating Success
When a prospect says yes, celebrate the achievement! Formalize the gift with a pledge card or
a letter of intent. For larger gifts, a detailed gift agreement may be necessary. Ensure that all
terms and conditions are clear to both parties.
Closing the Deal
The sales cycle for larger gifts can be long, sometimes taking a year or more from the initial ask
to the final close. During this period, maintain close communication with the prospect. Provide
any additional information they request and keep them engaged with the organization.
The Importance of Stewardship
Stewardship is the key to sustaining long-term relationships with donors. Acknowledge gifts
immediately with thank you notes and personalized messages from key figures in the
organization. Clearly communicate the impact of their contribution through reports, newsletters,
and updates.
Stewardship involves more than just saying thank you. It’s about showing donors that their gifts
have made a tangible difference and connecting their values with the organization’s mission.
This respect and ongoing engagement are vital for cultivating future gifts and deeper
commitments.
Board members and key volunteers can play a crucial role in stewardship by participating in
thank-you visits, hosting on-site tours, and staying attentive to individual donor interests.
Effective stewardship lays the foundation for future solicitations, turning current donors into
long-term supporters and advocates.
Conclusion
Solicitation is an art that combines preparation, passion, and persistence. By embracing the fear
of rejection, preparing thoroughly, and engaging prospects with genuine enthusiasm, you can
master the art of asking. Remember, every ask is an opportunity to build a relationship, and
every no brings you closer to a yes. Celebrate successes, handle objections with grace, and
always steward your donors with care. With these strategies, you can transform the daunting
task of solicitation into a rewarding journey of philanthropy
