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
Today’s Goals The “Get R.E.A.L.”
approach to neutralizing fear and making the ask
3 Common Fundraising Myths
A few ways to handle objections
Fundraising…a privilege
Asking for money is one of the most noble opportunities on earth
Like putting a plug into a live socket
Let's Get R.E.A.L.!
1. Research
2. Engage
3. Ask
4. Love/Like/Live
ResearchAbout your goals:
Case statement
Gift table
Naming Opps
Gift Range Calculatorhttp://blackbaud.com/resources/giftrange/giftcalc.aspx
ResearchAbout your prospect
Tools– Google it– Blackbaud
Analytics, Wealth Point, P!N Network
Be realistic
Avoid Paralysis By Analysis
EngageFundraising 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
7 Frequent Fundraising Myths1. The Mickey D’s Mistake2. The Cheez-It Treatment
3. The Mrs. McTat’s Gaff4. The Spell-Check-Will-Catch-It Faux
Pas
Multiple ToolsFace-to-face
– ALWAYS the best– This is what brings in the
money
Phone– be natural
E-mail– can work VERY effectively– see my e-course
Multiple Tools (cont)
Mail– “This made me think of you”
notes
Web– Where's the banana?
Ask#1 Reason people
don't give?
Find a connection and put the plug into the outlet!
Make It Easy
7 Frequent Fundraising Faux Pas’
5. The “My Way or the Highway” Mistreatment
6. The You’re-Good-Enough-To-Go-It-Alone Syndrome
7. The Field of Dreams Fiasco
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 askHeifer.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?
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?“
Not interested– Are they comatose? *grin*
Love/Like/LiveLove/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
You Can Do It!BEE YOURSELFMake your gift first!Don't feel guilty that
you're afraidHave courage (it's not
courage without fear)Keep it simpleHave fun!
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 [email protected]
Crafting Your Message
PYITS
Dealing with F.E.A.R.
The Rule of 3’s
PYITS: An Effective Cure
Put Yourself In Their Shoes
"Credit Denied" mailing
Do you like calls to sound scripted or natural?
No entitlement
Rule of 3’sWho’s Your Jennifer?
1. Three Attributes
2. Three Channels
3. Three Times/Month for Three Months
Different Strokes for Different Folks:Dominant
Inspiring
Steady
Calculating
Therefore, speak to the head & the heart
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!
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