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Ask Without Fear!
Connecting Donors with What
Matters to Them Most
Marc A. Pitman, The Fundraising Coach,
www.fundraisingcoach.com
Who am I?
 Chosen for Seth Godin’s
BullMarket Guide as a person
“will shake things up”
 Creator of the Extreme
Fundraising Ezine (
http://fundraisingcoach.com)
 Author of Ask Without Fear!
and Creating Donor
Evangelists
 Founder of
501MissionPlace.com
Today’s Goals
 The “Get R.E.A.L.”
approach to
neutralizing fear and
making the ask
Today’s Goals
 The “Get R.E.A.L.”
approach to
neutralizing fear and
making the ask
 7 Common
Fundraising Myths
Today’s Goals
 The “Get R.E.A.L.”
approach to
neutralizing fear and
making the ask
 7 Common
Fundraising Myths
 3 incredibly effective
steps for crafting your
message
Fundraising…a privilege
Let's Get R.E.A.L.!
1. Research
Let's Get R.E.A.L.!
1. Research
2. Engage
Let's Get R.E.A.L.!
1. Research
2. Engage
3. Ask
Let's Get R.E.A.L.!
1. Research
2. Engage
3. Ask
4. Love/Like/Live
Research
About your goals:
Case statement
Research
About your goals:
Case statement
Gift table
Research
About your goals:
Case statement
Gift table
Naming Opps
Case Statementsearch
www.GiftRangeCalculator.com
Naming Opportunities
Naming Opportunities
Research
About your prospect
 Tools
– Google it
Research
About your prospect
 Tools
– Google it
– Blackbaud
Analytics, Wealth
Point, P!N Network
Research
About your prospect
 Tools
– Google it
– Blackbaud
Analytics, Wealth
Point, P!N Network
 Be realistic
Research
About your prospect
 Tools
– Google it
– Blackbaud
Analytics, Wealth
Point, P!N Network
 Be realistic
 Avoid Paralysis By
Analysis
Engage
Fundraising is like dating
 Get to know them
– What got them involved in
the nonprofit? What
impressed them most?
– What fascinates them
– Office/pictures/trophies
 Let them get to know
about what makes your
organization unique
Multiple Tools
Face-to-face
– ALWAYS the best
– This is what brings in the
money
Multiple Tools
Phone
– be natural
Multiple Tools
E-mail
– can work VERY effectively
– see my e-course
Multiple Tools
E-mail
– can work VERY effectively
– see my e-course
Multiple Tools (cont)
Mail
–“This made me think of you”
notes
Multiple Tools (cont)
Web
–Where's the banana?
Ask
#1 Reason people
don't give?
Setting Up the Appointment
Setting Up the Appointment
Be clear
–“I’d like to talk about your support of the
project…”
–DON’T get into an ask on the phone
Setting Up the Appointment
Be clear
–“I’d like to talk about your support of the
project…”
–DON’T get into an ask on the phone
Go in pairs when possible!
–Keeps accountable
–You see different things
Making the Ask
Ask for a specific dollar amount
–The complete dollar amount ($1,000 vs.
$84/month)
Making the Ask
Ask for a specific dollar amount
–The complete dollar amount ($1,000 vs.
$84/month)
–SHUT UP
• The prospect needs time to process your
request
• You need to respectfully give her as much
time as she needs
• She’ll let you know she’s done by talking first
Ask
Find a connection and
put the plug into the
outlet!
Make It Easy
Different Strokes for Different Folks:
Dominant
Different Strokes for Different Folks:
Dominant
Inspiring
Different Strokes for Different Folks:
Dominant
Inspiring
Steady
Different Strokes for Different Folks:
Dominant
Inspiring
Steady
Calculating
Therefore, speak to the head & the heart
Different Strokes for Different Folks:
Avoiding
the “My
Way or the
Highway”
Mistake
–Dominant
–Inspiring
–Steady
–Calculating
Different Strokes for Different Folks:
Avoiding
the “My
Way or the
Highway”
Mistake
–Dominant
–Inspiring
–Steady
–Calculating
Remember: speak to the head & the heart
Different Strokes for Different Folks:
Outgoing
Different Strokes for Different Folks:
Reserved
Different Strokes for Different Folks:
Task-
focused
Different Strokes for Different Folks:
People-focused
Different Strokes for Different Folks:
Dominant
Different Strokes for Different Folks:
Inspiring
Different Strokes for Different Folks:
Steady
Different Strokes for Different Folks:
Calculating
Different Strokes for Different Folks:
Dominant
Inspiring
Steady
Calculating
Therefore, speak to the head & the heart
Make It Easy
 Phraseology
– Make Your Own Gift First!
– "I can appreciate that"
Make It Easy
 Phraseology
– Make Your Own Gift First!
– "I can appreciate that"
 Props
– Renderings
– Gift Charts
Make It Easy
 Phraseology
– Make Your Own Gift First!
– "I can appreciate that"
 Props
– Renderings
– Gift Charts
 Options: Arrows in your
quiver
– monthly giving options
– Maybe: good, better, best
Tangibilitize your ask
Heifer.org gives all sorts of gift
ranges represented by different
animals:
 a $500 gift is symbolized as a
gift of a heifer,
 $120 a gift of a pig,
 $60 a trio of rabbits,
 $20 a gift of chickens.
A $5000 gift is “a gift of an ark”!
Tangibilitize your ask
Heifer.org gives all sorts of gift
ranges represented by different
animals:
 a $500 gift is symbolized as a
gift of a heifer,
 $120 a gift of a pig,
 $60 a trio of rabbits,
 $20 a gift of chickens.
A $5000 gift is “a gift of an ark”!
The prices in this catalog represent the
complete livestock gift of a quality
animal, technical assistance and
training. Each purchase is symbolic
and represents a contribution to the
entire mission of Heifer International.
Donations will be used where needed
most to help struggling people.
Handling Objections
 What are common ones?
– One per post-it note
– Group together!
Handling Objections
 What are common ones?
– One per post-it note
– Group together!
Usually only 7-10 themes!
Handling Objections
 What are common ones?
 Don't have the money
– when might you?
– when may I come back?
Handling Objections
 What are common ones?
 Don't have the money
– when might you?
– when may I come back?
 Giving elsewhere
– best objection
– “how could we get in your
top 10 giving priorities?”
Love/Like/Live
Love/Like the person
anyway—they're more
important than the gift
–This business is ALL
about relationships
Love/Like/Live
Love/Like the person
anyway—they're more
important than the gift
–This business is ALL
about relationships
Live with their response!
–You don't always have to
like the response but
keep on loving the
person
7 Frequent Fundraising Myths
1. The Mickey D’s Mistake
2. Cheez-It Treatment
7 Frequent Fundraising Myths
1. The Mickey D’s Mistake
2. The Cheez-It Treatment
3. The Mrs. McTat’s Gaff
Spell-check will catch it faux pas
5. The “My Way or the Highway”
Mistreatment
6. The You’re-Good-Enough-To-
Go-It-Alone Syndrome
6. The You’re-Good-Enough-To-
Go-It-Alone Syndrome
7. The Field of Dreams Fiasco
Crafting Your Message
 PYITS
 Dealing with
F.E.A.R.
 The Rule of 3’s
PYITS: An Effective Cure
Dealing with F.E.A.R.
False Evidence Appearing
Real
Dealing with F.E.A.R.
False Evidence Appearing
Real
 Asking for money or helping
change a kid’s life?
 Rejecting YOU or the
cause?
 This isn't life or death!
Rule of 3’s
Who’s Your Jennifer?
Rule of 3’s
Who’s Your Jennifer?
1. Three Attributes
Rule of 3’s
Who’s Your Jennifer?
1. Three Attributes
2. Three Channels
Rule of 3’s
Who’s Your Jennifer?
1. Three Attributes
2. Three Channels
3. Three Times/Month for
Three Months
You Can Do It!
BEE YOURSELF
Make your gift first!
Don't feel guilty that
you're afraid
Have courage (it's not
courage without fear)
Keep it simple
Have fun!
501 Mission Place – Chris
Brogan
 Tell the story briefly, end 1st
paragraph
with brief summary of the request
 Explain what is getting done
 Ask for what needs to be done (with link)
 Ask them to pass it on
 Tool shop including:
The Creating Donor
Evangelists Program
 Give me your card for a
free copy of $100,000
Guide to Email
Solicitation e-course
 Free blog, articles,
book reviews, and
more!marc@fundraisingcoach.com

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Ask Without Fear! - Long form

Editor's Notes

  1. Asking for money is one of the most noble opportunities on earth Like putting a plug into a live socket great American tradition--though philanthropy has been around since the beginning people often don't have the privilege of earning an income doing what matters most to them
  2. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  3. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  4. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  5. Case Statement
  6. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  7. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  8. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  9. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  10. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  11. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  12. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  13. Fundraising is like dating Get to know them What got them involved in the nonprofit? What impressed them most? What fascinates them Office/pictures/trophies Let them get to know about what makes your organization unique
  14. Face-to-face ALWAYS the best This is what brings in the money Phone be natural works when done together (although I hate to admit it!) if that's not an "excuse" for calling, maybe set up a time by e-mail E-mail can work VERY effectively see my e-course DON'T SPAM!
  15. Face-to-face ALWAYS the best This is what brings in the money Phone be natural works when done together (although I hate to admit it!) if that's not an "excuse" for calling, maybe set up a time by e-mail E-mail can work VERY effectively see my e-course DON'T SPAM!
  16. Face-to-face ALWAYS the best This is what brings in the money Phone be natural works when done together (although I hate to admit it!) if that's not an "excuse" for calling, maybe set up a time by e-mail E-mail can work VERY effectively see my e-course DON'T SPAM!
  17. Face-to-face ALWAYS the best This is what brings in the money Phone be natural works when done together (although I hate to admit it!) if that's not an "excuse" for calling, maybe set up a time by e-mail E-mail can work VERY effectively see my e-course DON'T SPAM!
  18. Web where's the banana: Seth Godin's big red fez check out my sites: fundraisingcoach.com and marcpitman.com -- what's the banana? Mail Time honored Cop-out? Face-to-face is more effective... get the best copywriting, direct mail expertise Blue signature Courier New font out pulls SBS example stats and %--SEE MY JUNE BLOG POST vs. story of alumna/employee/mom Same author, which works better?
  19. Web where's the banana: Seth Godin's big red fez check out my sites: fundraisingcoach.com and marcpitman.com -- what's the banana? Mail Time honored Cop-out? Face-to-face is more effective... get the best copywriting, direct mail expertise Blue signature Courier New font out pulls SBS example stats and %--SEE MY JUNE BLOG POST vs. story of alumna/employee/mom Same author, which works better?
  20. #1 Reason people don't give? Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  21. Find a connection and put the plug into the outlet! Make It Easy Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  22. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  23. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  24. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  25. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  26. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  27. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  28. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  29. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  30. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  31. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  32. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  33. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  34. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  35. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  36. Don’t skip this step! No longer a guess, now you know the donor and can find the things most likely to excite them
  37. Phraseology Make Your Own Gift First! "would you join me in supporting...?" much easier to ask even if employed by the nonprofit--ESPECIALLY if employed by the nonprofit! "I can appreciate that" Props Show what the campaign will build Show pictures of the people being impacted Options: More arrows in your quiver monthly giving options gift menus "Gift in this range?" Can you use the Heifer Project ark concept? (www.heifer.org) w/o getting Cheezity? 2 FLOCKS OF CHICKS can help Papua New Guinea families improve nutrition and replenish their land 2 SHEEP can help United States families produce wool 2 TRIOS OF RABBITS can provide food and income to families in China 2 BEEHIVES can help families in Mexico earn money through sale of honey and beeswax 2 GUINEA PIGS can help Peruvian families add protein to their diets and earn income 2 LLAMAS can improve livestock bloodlines and produce wool for Bolivian families 2 CAMELS can help families in India earn income by transporting agricultural and industrial materials 2 DONKEYS can supply animal draft power for farmers in Zimbabwe 2 GOATS can help two Romanian families provide milk for their children and earn extra income 2 OXEN can pull plows and carts in Cameroon 2 COWS can bring milk and income to a Bangladesh village 2 TRIOS OF DUCKS can help families in Thailand generate income through the sale of eggs and birds 2 WATER BUFFALO can help Filipino families increase rice production through animal draft power 2 FLOCKS OF GEESE can help two families in Ghana better their nutrition and income through the production of eggs and meat 2 PIGS can enable Dominican Republic families attain greater self-reliance Testing shows better responses with 2 or 3 choices--but keep testing for yourself! Maybe: good, better, best
  38. Phraseology Make Your Own Gift First! "would you join me in supporting...?" much easier to ask even if employed by the nonprofit--ESPECIALLY if employed by the nonprofit! "I can appreciate that" Props Show what the campaign will build Show pictures of the people being impacted Options: More arrows in your quiver monthly giving options gift menus "Gift in this range?" Can you use the Heifer Project ark concept? (www.heifer.org) w/o getting Cheezity? 2 FLOCKS OF CHICKS can help Papua New Guinea families improve nutrition and replenish their land 2 SHEEP can help United States families produce wool 2 TRIOS OF RABBITS can provide food and income to families in China 2 BEEHIVES can help families in Mexico earn money through sale of honey and beeswax 2 GUINEA PIGS can help Peruvian families add protein to their diets and earn income 2 LLAMAS can improve livestock bloodlines and produce wool for Bolivian families 2 CAMELS can help families in India earn income by transporting agricultural and industrial materials 2 DONKEYS can supply animal draft power for farmers in Zimbabwe 2 GOATS can help two Romanian families provide milk for their children and earn extra income 2 OXEN can pull plows and carts in Cameroon 2 COWS can bring milk and income to a Bangladesh village 2 TRIOS OF DUCKS can help families in Thailand generate income through the sale of eggs and birds 2 WATER BUFFALO can help Filipino families increase rice production through animal draft power 2 FLOCKS OF GEESE can help two families in Ghana better their nutrition and income through the production of eggs and meat 2 PIGS can enable Dominican Republic families attain greater self-reliance Testing shows better responses with 2 or 3 choices--but keep testing for yourself! Maybe: good, better, best
  39. Phraseology Make Your Own Gift First! "would you join me in supporting...?" much easier to ask even if employed by the nonprofit--ESPECIALLY if employed by the nonprofit! "I can appreciate that" Props Show what the campaign will build Show pictures of the people being impacted Options: More arrows in your quiver monthly giving options gift menus "Gift in this range?" Can you use the Heifer Project ark concept? (www.heifer.org) w/o getting Cheezity? 2 FLOCKS OF CHICKS can help Papua New Guinea families improve nutrition and replenish their land 2 SHEEP can help United States families produce wool 2 TRIOS OF RABBITS can provide food and income to families in China 2 BEEHIVES can help families in Mexico earn money through sale of honey and beeswax 2 GUINEA PIGS can help Peruvian families add protein to their diets and earn income 2 LLAMAS can improve livestock bloodlines and produce wool for Bolivian families 2 CAMELS can help families in India earn income by transporting agricultural and industrial materials 2 DONKEYS can supply animal draft power for farmers in Zimbabwe 2 GOATS can help two Romanian families provide milk for their children and earn extra income 2 OXEN can pull plows and carts in Cameroon 2 COWS can bring milk and income to a Bangladesh village 2 TRIOS OF DUCKS can help families in Thailand generate income through the sale of eggs and birds 2 WATER BUFFALO can help Filipino families increase rice production through animal draft power 2 FLOCKS OF GEESE can help two families in Ghana better their nutrition and income through the production of eggs and meat 2 PIGS can enable Dominican Republic families attain greater self-reliance Testing shows better responses with 2 or 3 choices--but keep testing for yourself! Maybe: good, better, best
  40. Do Your Homework asking on death anniversary Google it getting billion dollar electricity company as $250 Duck Race business sponsor Be realistic Avoid Paralysis By Analysis Don't let this be an excuse for not asking! Too many board members see "research" as an effective stall tactic -- sounds reasonable, right?
  41. GROUP WORK
  42. GROUP WORK
  43. GROUP WORK
  44. GROUP WORK
  45. cheap is not good stewardship duct tape mentality
  46. too many options 1. Cheez-It® Original 2. Reduced Fat 3. White Cheddar Crackers 4. Big Cheez-It 5. Cheesy Sour Cream & Onion 6. Parmesan & Garlic 7. Cheddar Jack 8. Party Mix 9. Chili Cheese 10. Hot & Spicy confuses the donor (and asker!) options ARE good but don't let hem get in the way "It is only logical to think that if some choice is good, more is better," says Barry Schwartz, a professor of psychology at Swarthmore College, writing in the April 2004 issue of Scientific American (www.sciam.com). "Yet recent research strongly suggests that, psychologically, this assumption is wrong. Although some choice is undoubtedly better than none, more is not always better than less." Testing shows better responses with 2 or 3 choices--but keep testing for yourself!
  47. Story of sending board chair out to do his own asking…even after having another board member be happy with $5,000 gift from a $50,000 prospect.
  48. Not even the Lone Ranger went alone
  49. If you build it… Nonprofit corollary: If you send it, they will give. 
  50. cheap is not good stewardship duct tape mentality too many options 1. Cheez-It® Original 2. Reduced Fat 3. White Cheddar Crackers 4. Big Cheez-It 5. Cheesy Sour Cream & Onion 6. Parmesan & Garlic 7. Cheddar Jack 8. Party Mix 9. Chili Cheese 10. Hot & Spicy confuses the donor (and asker!) options ARE good but don't let hem get in the way "It is only logical to think that if some choice is good, more is better," says Barry Schwartz, a professor of psychology at Swarthmore College, writing in the April 2004 issue of Scientific American (www.sciam.com). "Yet recent research strongly suggests that, psychologically, this assumption is wrong. Although some choice is undoubtedly better than none, more is not always better than less." Testing shows better responses with 2 or 3 choices--but keep testing for yourself!
  51. "Credit Denied" mailing nonprofit policy of not putting return address dramatize a family in need upset a lot of donors! do you like calls to sound scripted or natural? give options gift table menu
  52. WHAT SCARES YOU?
  53. WHAT SCARES YOU?
  54. Arrows in your quiver
  55. Arrows in your quiver
  56. Arrows in your quiver
  57. Arrows in your quiver
  58. Chris Brogan’s “storytelling arc” for charity