Raising money for charity is crucial to any nonprofit project. In the United States alone, more than 250 billion euros were donated to charity in 2011. Many people who work for non-profit organizations feel in awe of asking for monetary donations, but without them most associations would not be able to develop their own initiatives. Learning to ask for money effectively and respectfully from affluent individuals can grow your organization and help out people in need.
Steps
Part 1 of 2: Schedule the Donation Request
Step 1. Compile a donor list
Before starting to ask for money, it is good to decide who to contact. If you knock on the doors of potential benefactors, all you have to do is choose the neighborhood in which to work. If you are dealing with it by phone or post, you will need a list of potential donors to contact.
- If, on your contact list, you find benefactors who have made a donation in the past, you may want to prioritize them. Since they have already helped you, they will likely contribute to your cause again.
- Try to identify the most stable from a financial point of view. All you need is a brief interaction with each individual you contact to get an idea of their financial situation. If you are knocking on the doors of potential benefactors, consider residents' homes and parked cars. Those with a large, luxurious home or an expensive car are likely to have greater economic power, although of course that doesn't guarantee they are willing to make a donation.
- You can also consider possible benefactors based on other behaviors. For example, does a potential donor participate in fundraising for other organizations or individuals? In this case, he is more likely to have the means to grant you a donation, as long as you can persuade him.
- Try searching online for the people you intend to call to determine their financial situation and see if they would be willing to make donations.
- To identify a donor, remember three factors: he must be able to make a donation, he must believe in your cause (he already knows or can be persuaded), and he must have a contact or connection with your organization.
Step 2. Know the donors
If your organization has received donations in the past, you and your colleagues probably know what the most persuasive strategies are. Some donors want to know how previously raised funds have been used, while others just want to know how much money is needed for a certain cause. Some benefactors may have fears or reservations: it is important to recognize them, so that we can foresee them, deal with them correctly and give answers.
- Some donors need to hear certain words or phrases to be persuaded. If you know that this is your case, write it down on the list of benefactors: when you make a phone call or speak to a potential donor personally, you will know what to say.
- Whenever a donor seems to hesitate but then accepts anyway, write this situation down on the list (next to their name) or create a file dedicated to each benefactor. When a benefactor tells you why they are reluctant, listen to them and try to calm their worries, not just about the current fundraiser, but future ones as well.
- Remember that many well-known philanthropists hire people to manage donations and contributions. As a result, you will sometimes not speak to the donor himself. In any case, the people who work for him will likely express the same concerns, so you can be lucky when you try to leverage the interests of a certain philanthropist through the intermediation of his employees.
Step 3. Find out how to present your organization
Those who have already made donations surely know your association and know what it does. However, how do you deal with someone who doesn't know you? How to describe what you do to a stranger? This is all important, as it can determine whether the people you are addressing will hear your presentation in its entirety. If possible, try to compile some data on what you have done in the past, the problems you hope to address with your current fundraiser, and how donations will benefit your cause.
- Try to present your organization in a way that explains what you do and at the same time emphasizes the issue you are addressing. For example, you might say, "Did you know that [issue your organization addresses] affects a significant part of our city? Did you know that we are the only ones who have made a commitment to deal with it in depth?"
- It is not mandatory to fill in the data, but certain information can be very useful for those unfamiliar with your organization.
- Try printing a flyer or using a reusable chart to illustrate the improvements you have made and what you hope to make.
- Think about what you might say if someone doesn't understand your organization's goals or is dismissive of it. Try to put yourself in his shoes. Imagine that you are someone who does not want to help the association and think about what they might say. Then, imagine how you would respond to these comments.
- To be more likely to build a long-term relationship with a donor, it is vital that this benefactor understands your organization and that you understand them.
Step 4. Practice convincingly expressing your request
One of the most effective ways to persuade someone to donate is to try what you are going to say. This does not only mean knowing how to request the actual donation, but also understanding how to strike up a conversation, imagine various situations, foresee possible answers and know how to lead a dialogue (or change direction).
- To express yourself effectively, remember that it is not enough to make a persuasive speech to get a donation, you must also inform potential donors.
- Practice the presentation speech aloud. Try to express it naturally and adapt it to your way of speaking. Do it yours: it must be spontaneous and not studied at the table (even if it was necessary to try it several times).
- If you will be interacting with donors face to face, practice in front of a mirror.
- Try recording yourself using a tape recorder or shooting yourself with a video camera. Study your way of speaking and speaking. Sounds honest? Do your words and attitude convey the message of the organization and the emergence of the issue you intend to resolve?
Part 2 of 2: Asking for donations
Step 1. Start a conversation
Don't try to call and start presenting your initiative out of the blue. Try to establish a dialogue with the potential donor. This means having a chat at the beginning of the interaction. Generally it's very simple: just ask him how he's doing. Anything that allows you to converse should relax your interlocutor and let him know that you are a socially engaged member of the community.
- If a potential donor is a well-known philanthropist, he may prefer that a foundation manager, such as the president, ask him to attend. Statistically, benefactors are more likely to make a donation when it is requested by a recognizable figure associated with the organization (rather than by a person who contacts them on behalf of the organization).
- Start the conversation by getting the potential donor to acknowledge that a given problem exists. If you're raising money for an organization in your area, you might start by asking them what they think is the biggest crisis the region is facing.
Step 2. Make your intentions clear
You shouldn't show up asking for money directly. You should disclose your intentions towards the end of the chat. First, ask your interlocutor how he is or make some comments about the climate. Take advantage of this introduction to get to the heart of the matter: "I am working with _ for the purpose of helping _".
If it seems to your interlocutor that you are talking about this and that, but then suddenly you ask him for a donation, this can cause tension and make him think that you are just trying to get money out of him in a subtle way. Be calm, friendly and relaxed, but don't drag the conversation long - try to make it clear as soon as possible that your phone call or visit has a purpose
Step 3. Let your interlocutor speak
If you use your usual introductory speech with someone you meet on the street who has never donated before, they will probably walk away. However, if you have established a dialogue and allowed your interlocutor to speak, you could make him feel involved and part of the solution.
- Try asking a question, such as: "What do you think is the biggest problem facing our city?". When you hear the answer, don't say: "Yes, you are right. Would you like to make a donation?". Try a more subtle approach. After he explains the problem to you, he says, "Interesting!" and remain silent, intrigued by his ideas.
- People are afraid of silence: your interlocutor will probably do everything to avoid it by elaborating on why he thinks the matter is important. He may continue to talk, for example by telling you that a relative of his has experienced this problem firsthand. This allows you to understand his specific point of view and proceed accordingly. It will no longer be an abstract concern, but a specific issue that touched him firsthand.
Step 4. Make a specific request
If you leave the donation request open, your interlocutor may not donate or give you only a couple of euros. If, on the other hand, you ask for a specific amount, he won't have to guess and it will be easier for him to say yes. For example, if he seems interested, you can tell him, "Well, we can make a difference. For just _, he can help us get _."
Another way to ask for a specific amount is to pass him the ball. You might ask him, "Would you be willing to make a donation of _?", Or, "Would you be willing to consider a donation of _ euros to help combat the _ problem?"
Step 5. Insist
Many will quickly tell you no, but others will just need a little nudge to be persuaded. Someone may tell you that the required sum is too high. If this happens, explain that any donation helps make a difference, then ask if they are willing or able to donate less.
Don't be aggressive when making this request, but firmly remember that the cause is important and that any donation would be helpful
Step 6. Thank your interlocutor
If he's willing to donate, then rejoice. Thank him and remind him that his donation will be very useful in solving or fighting a problem. If he's not interested, you should still be polite and thank him for his time. Just tell him, "Well, thanks for your attention and have a nice day."
Expressing gratitude and courtesy can take you far. The fact that a person is unwilling to make a donation does not mean that the situation cannot change. Maybe in the future people who said no to you will hear about your organization or learn more about it, or be personally touched by the problem you are trying to solve. Making a good impression in the present, even when your proposal is rejected, can help you get a donation in the future
Step 7. Contact donors
If someone has made a donation, you should definitely express your gratitude to them. Send her a letter of thanks and a receipt for the donation (if she wants to use it for tax reasons or just to get tangible proof). It is best to send it as soon as possible: this way the donors will know that their contribution has been appreciated and that it will be used well.
Advice
- Many people are more motivated to make a donation if they feel empathy for your goals or interests. Try to personalize the request for each donor based on how they appear to respond to the problems you present to them.
- Always send a thank you note to donors, regardless of the amount received.
