Fundraising is not about “The Ask.” But it is about asking the questions below. When you do, “the ask” becomes a mere formality.
However, fail to make these asks and “the ask,” no matter how brilliantly presented, will prove far less successful – resulting in either a quick “no”, the loss of that prospect, or a smaller gift than the prospect is capable of.
The mythology of “the ask” lives on, but the reality of sustained support can be traced back to these asks.
It’s Not About Making “The Ask,” It’s About Asking These Nine Questions
- For time with donors to explore their philanthropic aspirations
- For permission to present a project that seems to correspond with those aspirations
- For them to be candid in their responses and to suggest how it can be improved
- To lend their time and talent to help you create a more perfect plan
- To work with you, iteratively and deliberately, to forge productive, lasting partnerships
- To experience your organization from within, so they can see the potential for themselves
- If they are ready to consider a proposal
- How the proposal can be shaped into a gift agreement, including how they would like their gift announced, recognized, and stewarded
- How they would like to be kept up-to-date and engaged in the proposed initiative
Jim Langley is the president of Langley Innovations. Langley Innovations provides a range of services to its clients to help them understand the cultural underpinnings of philanthropy and the psychology of donors, and with that knowledge, to develop the most effective strategies and tactics to build broader and more lasting communities of support. Jim has authored numerous books, including his most recent book, The Future of Fundraising: Adapting to New Philanthropic Realities, published by Academic Impressions in 2020.
