The Association of Professional Fundraisers in Ireland
What Makes A
Great Ask?
Summary of
individual giving
session IoF Ju...
What makes a great ask?
• Key learnings from Vanessa Longley
(Director of Fundraising and Marketing,
Havens Hospices) and ...
What makes a great ask?
• 94% customer retention rate in corporate
sector
• But
• 41% donor retention rate in the charity
...
What makes a great ask?
• Get people excited
• Ask in the right way
• Give donors a sense of mission
accomplished
– In a l...
What makes a good ask?
• Reinforce the point of how important the
ask is
– Do donors know what you are talking about?
– Ha...
How to develop the best ask
• Use words to change/drive donor
behaviour
• Know what behaviour you want to change
in donors...
How to develop the best ask
• Drive specific actions
– High value givers
– Long-term donors
• Know what objective you want...
How to develop the best ask
• Have emotional resonance with the people
the ask is aimed at
• Imagine what it feels like
• ...
How to develop the best ask
• Have subtle differences to suit the
different audiences
• The most important person in the s...
How to develop the best ask
• Donors want to write a cheque and feel
good
• They want to know why they are being
asked for...
How to develop the best ask
• Tell the charity’s story
• Keep it simple
• Make it something they can remember
• Short and ...
How to develop the best ask
• What do you want to stop/start/change?
– Make something positive happen now?
– Stop somethin...
How to develop the best ask
• Ask “ so what?”
• Allow donors to expand their minds
• Give donors a chance to see themselve...
How to develop the best ask
1. Start with the donor – what they need
2. What’s the offer? What do they value?
3. Give them...
How to develop the best ask
• Give the donor a chance to receive a
benefit
– Have an experience they will never get
elsewh...
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What makes a great ask

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What makes a great ask

  1. 1. The Association of Professional Fundraisers in Ireland What Makes A Great Ask? Summary of individual giving session IoF July 13
  2. 2. What makes a great ask? • Key learnings from Vanessa Longley (Director of Fundraising and Marketing, Havens Hospices) and Roger Lawson (Consultant, Roger Lawson Consulting) presentation at the IoF Conference July 2013
  3. 3. What makes a great ask? • 94% customer retention rate in corporate sector • But • 41% donor retention rate in the charity sector
  4. 4. What makes a great ask? • Get people excited • Ask in the right way • Give donors a sense of mission accomplished – In a life enhancing, thrilling, imaginative way
  5. 5. What makes a good ask? • Reinforce the point of how important the ask is – Do donors know what you are talking about? – Have a tangible ask
  6. 6. How to develop the best ask • Use words to change/drive donor behaviour • Know what behaviour you want to change in donors • Craft your ask don’t just chat about the cause • What action do you want to drive?
  7. 7. How to develop the best ask • Drive specific actions – High value givers – Long-term donors • Know what objective you want to achieve – Different asks work in different ways – Cash V committed giving
  8. 8. How to develop the best ask • Have emotional resonance with the people the ask is aimed at • Imagine what it feels like • Understand the audience • Meet the donors’ needs • Different audiences need different asks
  9. 9. How to develop the best ask • Have subtle differences to suit the different audiences • The most important person in the story is the donor – Get the story right for the donor • Have a clear action
  10. 10. How to develop the best ask • Donors want to write a cheque and feel good • They want to know why they are being asked for a specific amount of money • It’s about the value to the donor – asking what’s appropriate to them
  11. 11. How to develop the best ask • Tell the charity’s story • Keep it simple • Make it something they can remember • Short and to the point • What do you want to stop/start/change? • Know the impact of your programme
  12. 12. How to develop the best ask • What do you want to stop/start/change? – Make something positive happen now? – Stop something negative happening now? – Have a vision for something exciting, inspiring, important in the future? – Stop something frightening, threatening in the future?
  13. 13. How to develop the best ask • Ask “ so what?” • Allow donors to expand their minds • Give donors a chance to see themselves in a different way/ a chance to change the world • Give them something they can’t buy else where
  14. 14. How to develop the best ask 1. Start with the donor – what they need 2. What’s the offer? What do they value? 3. Give them something to achieve they wouldn’t be able to do otherwise 4. Make the donor feel good about themselves 5. Make the donor LOOK good
  15. 15. How to develop the best ask • Give the donor a chance to receive a benefit – Have an experience they will never get elsewhere • It’s an offer not an ask • Fundraisers don’t beg, fundraisers give people a chance to change the world!

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