This document provides guidance on fundraising using the American model of individual giving. It discusses why people give, cultivating donors, and how to make an effective "ask." Some key points include: - People give to people, not organizations, so focus on personal connections. - Fundraising is about enabling important work, not just money. Understand donors and share problems/successes honestly. - Inspire donors with stories showing clear needs and how their gift will help. Thank donors properly. - When making an ask, prepare by knowing the donor and crafting a compelling case for support tailored to their interests. Remain silent after asking to allow them to respond.

1. Fundraising: The American Model
of Individual Giving and How to
Make it Work forYou
March 24, 2014

2. Topics
• Some Fundraising Essentials
• Why Do People Give?
• The “Ask” - Individual Prospects
• Cultivating Techniques
• Hesitating To “Ask”
• Making The “Ask”

3. Some Fundraising
essentials

4. • People give to people. Not to
organizations, mission statements, or
strategies. Be interesting and interested.

5. • Fundraising is not about money. It’s
about necessary work that urgently needs
doing. Money is a means to an end.

6. • Fundraisers need to understand
their donors. If they are to understand
you, you must first understand them.

7. • Friend making comes before
fundraising. Fundraising is not selling.
Fundraisers and donors are on the same
side.

8. • Fundraising is about needs as well
as achievements. People applaud
achievement, but will give to meet a need.

9. • Offer a clear, direct purpose
people can relate to. For example:
“Supply a choreographer with studio time.
$50”

10. • First open their hearts and minds.
Then you can open their wallets.

11. • Don’t just ask people to give.
Inspire them to give. Fundraising is an
inspirational business.

12. • Share your problems as well as
your successes. Honesty and openness
are usually prized more than apparent
infallibility.

13. •You don’t get if you don’t ask.

14. • Successful fundraising involves
storytelling. Artists have great stories to
tell and need to tell them with the pace and
passion so as to inspire action.

15. • Always say “thank you” properly
and often. It’s also a good idea to be
brilliant at welcoming new donors when
they first contact you.

16. Why People Give

17. • Tax break (USA only)
• Ego, self-esteem (that’s the kind of person I am!)
• The quest for immortality or self-preservation
• Emotional response to a project or cause
• In memoriam
• Identify with the cause
• Giving something back
• Religious heritage

18. • Social ambition and desire to be recognized
• Guilt
• Because it’s the “right thing to do”
• Because they were asked
• Because it feels good!

19. WAYS TO ASK

20. • Knowing the prospect before making the ask
• General Cultivation Techniques:
• Corresponding with and sending e-mails to
• Calling prospects
• Meeting with prospects as their offices, homes or restaurants
• Giving a prospect a tour of your studio
• Sending prospects personal messages attached to the direct mail they receive.
• Sending prospects holiday, birthday, congratulatory, etc. cards
• Asking for prospects advice on a particular subject
• Inviting prospects to special events

21. • Asking prospects to volunteer for a special event committee, a standing
committee, or an advisory board
• Sending prospects newspaper or magazine articles on their interests
• Joining a prospect at an event or activity when they extend an invitation to
do so
• Featuring prospects in your newsletter
• Periodically call, write personal notes, or email prospects just to keep them
informed about your work

22. • Asking must be done in person
• Remember, people give to people; they
do not give to paper
• A written note is a follow-up to ask
• Distance media do not allow the
personal exchange needed for the ask

23. • Saying no to the gift is not saying no to
you
• Helpful hints on tackling the fear of rejection
• When someone says no to the ask, he is not saying no to you.
• Many prospects are uncomfortable right after the ask, so just sit
back, remain silent, and listen.
• If the situation feels awkward because you are friends with, are
related to, or work with the prospect, state that upfront, and
emphasize the opportunity to support a great project.
• Also, no now does not mean no later!

24. Preparing for the Ask

25. • Set the tone for the ask
• Prepare the right atmosphere
• Set a calm and quiet location
• Bring energy, enthusiasm and charisma
• Present a confident and professional image
• Be extremely aware of your body language
• Speak in a clear voice

26. • The review prior to the ask
• Essential facts every asker need to know about the gift proposal
• Why this gift is the perfect match for this prospect
• The purpose of the gift
• The benefits of the gift
• How the gift can be funded
• The timing with which the gift can be paid
• Why the gift opportunity “costs” this much
• Other donors who have made gifts at this level
• The suggested recognition that will be given for the gift

27. • Components of the Script
• The warm-up
• The ask
• The anticipated response
• The close and follow-up

28. • Essential Components of the Ask
• Make a compelling case for the project and the
need for support
• Using transitional statements that specifically
reference the prospects interests or prior
support, or both
• Asking for a specific amount for a specific
purpose
• Detailing the benefits of the gift
• Remain silent

29. Ex. of a compelling case
• Sarah, our young writers
series attracted over
150 youths this summer.
Although the conference
was underwritten, we
want to take this to the
next level and hold
conferences twice a year
and give scholarship aid
to deserving
participants.

30. Ex. of a transitional
statement
• Sarah, your support of our young writers
series has put us on the map as the model
for these community programs.We have
the chance to take the program to a state
level that is exciting and equally challenging.
Let me take a few minutes to share with
you what needs to be done to make that
dream come true.

31. Ex. of a specific ask
• Sarah, we would like you to consider a gift
of $1,000 to help provide a scholarship for
a deserving youth.We can work with you
and whomever you desire on the terms of
that scholarship.

32. BE QUIET

33. • Key elements of the close
• Thank the prospect for the opportunity
• Thank the prospect for listening to you
• Restate the gift opportunity and the benefits
• Give the prospect a date when you will get back to her with further
information in response to her questions/concerns
• Ask the prospect if he has any additional comments or questions
• Speak with the prospect as though the prospect will make the gift

34. Ask me questions
and then
LET’s PRACTICE!