What? What good is a reluctant fundraiser? Aren’t they professional askers? Shouldn’t they be looking for the first opportunity to ask?
Not if they want to be effective over the long run.
Reluctance can be a fundraising virtue. Reluctance comes from the Latin meaning “struggling against.”
An effective, ethical fundraiser will be reluctant to:
- Ask before they have determined what a prospective donor might be most receptive to
- Ask before they sense a prospective donor has enough information to make an informed decision
- Ask too early lest they sub-optimize the donors greater giving passion
- Ask for something they know is not ready to be implemented or stewarded
- Ask for something they know the donor will give to but won’t be strategic for the organization they represent
Are these not what good fundraisers should always be “struggling against”?
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.
