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Why I Don’t Like Recommended Ask Amounts
For the record, I don’t like the idea of using SUGGESTED ASK AMOUNTS. Do you?
I don’t believe in presupposing what amount someone might give and dropping that amount on their lap, often without warning.
Some consultants recommend you do it by first saying: “Would you consider a gift in the amount of…”
That’s a nice way to soften it, but what do you think of this instead?:
A fundraiser and a donor collaborate (work together, imagine that?) on crafting (actually it’s developing… that’s why it’s called development!) a gift that fits because it provides value to the donor that is greater than the amount of their gift.
I know… that’s deep. That’s hard. It requires further engagement and exploration… TOGETHER. It requires others to get involved and support their giving decision. It demands partnership and teamwork.
But this is what’s fair and transparent. Relational, not transactional. Plus, this method has been proven to generate exponentially larger gifts and higher lifetime giving including humongous bequests.
Asking for an amount based on how much the administrator, fundraiser, consultant, some goofy technology, or prospect researcher believes the donor has and can give is insulting and wrong. It’s a shortcut that satisfies administrative needs, not donor desires.
Making an ask without first helping a donor zero in on giving opportunities associated with levels/amounts that are based on impact and align with their motivations (their core values, life story, and those they want to help) is just nutty!
It turns a potentially beautiful and memorable decision-making event for the donor into a high-stakes, high-pressure, transactional event… not collaborative and relational in any way. I call it ‘ambush asking’ and if you do a lot of ‘ambush asking’ repeatedly I call those ‘drive-by solicitations.’ [I know… I make up a lot of funky phrases to describe cooky concepts in fundraising.]
What am I missing or misunderstanding?
What do you think? AGREE OR DISAGREE?
Related Posts
- How to ask for a gift: Do you really have to ask?
- The 10 Commandments of Engagement Fundraising
- 8 Ways to Ask for a Donation Without Actually Asking
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I wholeheartedly agree!
Glad to hear it, Debbie!
As a general rule I agree– with a caveat that it is dependent on what the relationship is with the donor and what stage the discussions with the donor may be in relational fundraising if done well enables the donor to drive the process
Good points, Hillel. Thank you.
thanks
This is assuming that we have compact and mature portfolios (I wish!). Many of us have large portfolios with donors we can’t reach or who won’t engage. Presenting a suggested amount is presumptuous in so many ways — what about no amount mentioned at all? Some donors will make a surprise gift 5x last year’s, and I don’t want to discourage their impulsive generosity or windfall, while some donors have had a bad year and I don’t want to rub it in with an over-ask. There’s no right answer here, but I think this year – with the donors I don’t have a personal relationship with – I’m not going to suggest an amount at all and see if it makes a significant difference over last year.
So many points to ponder here, Mimi. Thank you.
Hey Mimi. I am new to philanthropic giving and would be interested to hear how taking the approach you mentioned works out. Would you be happy to connect on LinkedIn or via email?