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People Raising: Newsletter Archives

Three Key Steps in Making the Ask (3/23/09)

It has been my experience that we could do everything right in preparing for our fund raising appointment and fail in making the ask successfully. I have found there are 3 key (critical) steps in making the ask. You certainly don’t want to drop the ball here.

1. Slow down

In a fund raising appointment we cover a lot of territory. We talk about life in general, our calling to ministry, our organization, our vision, our fund raising goals etc.  When it comes to the ask it is so easy just to keep moving through the conversation and never signaling as we get to the ask “I have something important to ask you.” We need to slow our pace and begin to switch gears as we get ready to ask them to fund our ministry.

2. Make eye contact

Body language is critical. In this case, making eye contact lets them know you are about to deliver a very important message. Also, eye contact on their part lets you know that they are locked into your message and are in the receiving mode.

3. Be specific in what you want them to do

Wording is everything at this point. What do you want them to do? As I sit down with a person on a fund raising visit, ideally I want to bring them to a decision. Therefore my wording is very specific—“would you be one of those people that would commit $100 (you fill in the blank) toward my ministry, project or whatever?

Stay away from general wording such as—“Would you think about it?”  “Would you consider?” My goal is not to have them consider but make a decision.

As you prepare for your next fund raising appointment make sure when it comes to the ask that you—

1. Slow down

2. Make eye contact

3. Be specific in what you want them to do 

These 3 steps can make the difference in asking people to be a part of your team.

"I am currently teaching support raising and we have found your book to be the most thorough resource on the subject. Within five weeks we raised $1430 in new monthly support."

Jeff Mossman