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Volume
2, Issue 2 - April 2000 |
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| ...To Get It, You Have
To Ask For It! |
All sources of money have one
thing in common - to get it, you have to ask for it.
With rare exceptions will it jump up and say "Take me,
take me, I'm yours!"
It's a fact of life in nonprofit agencies - fundraising is an
integral part of everyone's responsibility, whether volunteer or
staff. I believe that most fundraisers are not born with the
innate skill of raising Big Bucks - most of us learn by doing it
- making mistakes along the way... and hopefully celebrating some
Big Successes!
Although most volunteers are deeply committed to the mission
of their nonprofit, they often have trouble translating that
passion and commitment into contributions because of the basic
fear of asking and being turned down.
Some things will help to reduce that fear. For example, before
asking someone for money, volunteers must make
their gift first. Then they can use this powerful phrase,
"Won't you join me in supporting [this program]?"
Instant credibility for the volunteer and the program!
After carefully assessing the prospect's ability to give, ask
for a specific amount. Never use phrases like
"Can you help us?" or "Anything you can do is
greatly appreciated." These nonspecific "asks" are
impossible to answer. Do you want time or money? How Much? When?
And, of course, remember that Marketing 101 teaches us that
[people businesses, corporations, foundations], will happily give
to get their needs met. Therefore, it is critical to assess the
prospect's needs and phrase the "Ask" in such a way
that the prospect is immediately clear about the benefits to be
received in giving to your organization.
More on Marketing 101 below.
Back to Table of
Contents
Marketing
101 for Fundraising Success
What does marketing have to do with successful fundraising? Everything!
In the truest sense of the word, marketing means "finding a
need and filling it." This means that you can't
"market" anything because marketing is what you do first.
Here, then, is the challenge for successful fundraisers:
discover what your prospect perceives he needs or wants and
whether you can deliver it. Then - paradigm shift - you are the
one with something to give, rather than the one
with your hand out!
For example: Would the classical radio station manager
perceive he needs to sponsor a concert featuring the biggest
country-western music star? Not likely. On the other hand, would
he enjoy being given the opportunity to sponsor
a concert featuring Itzak Perlman? Probably.
Here is a perfect example (and a true one). Representatives of
drug companies spend many long and unproductive hours in doctor's
waiting rooms hoping for a visit to explain their newest
products. They need quality time with doctors and their staff,
but have trouble finding it.
I
matched the opportunity to sponsor a community
theatre production with a special performance for doctors with
reception and presentation of the newest drug
beforehand...uninterrupted time with the target audience in
addition to a special "thank-you-for-your-business"
evening of fun. An easy match where everybody wins!
It isn't always that easy and clear cut, but I believe that if
your fundraising is hard, you are probably selling rather than
marketing. How do you discover a prospect's needs? The best way I
know is to ask!
Make a visit or a call and listen before you come back with a
proposal for giving or sponsorship.
Be sure that your request focuses on what you have to offer,
rather than what you will get. Always highlight the benefits for
giving or sponsoring your organization or event.
Focus on your prospect's needs, not on yours, and your
fundraising will improve.
Back to Table of
Contents
Should
Board Members Contribute Financially?
Well, duh! You'd think that this wouldn't be an issue for
discussion, since we know that everyone involved in a nonprofit
is responsible for its financial success.
However, I am often engaged in discussions with Board members
who insist they are "giving their time" and that's
enough. Well, friends, it isn't enough! While contributions of
time and talent are expected of Board members, so are annual
financial commitments. Mature nonprofits have specific annual
financial commitments for Board members. Many have expectations
of "Give, Get or Get Off." Board members can either
donate outright, pledge payment over the year, or bring in the
balance of the annual commitment (after giving their gift first)
by asking others.
In any case, this expectation should be clearly
defined and stated in interviews with prospective Board members
so no one is surprised about the annual commitment after joining
the Board.
Back to Table of
Contents
Thank
You, Merci, Danke, Gracias!
 |
Nonprofits often overlook one of the
most important parts of building and nurturing
relationships with donors and sponsors. As my mother used
to say to my sister and me, "It isn't yours until
you've said thank you." Mother was right, you
know. You might consider this as a rule of thumb,
especially for large gifts and sponsorships: Spend as
much time and effort on the thanking as you do on the
asking.
Don't assume that "one size fits all,"
either! Ask a donor how to express your
gratitude. (I learned this the hard way when I thanked
someone the wrong way).
Seize an opportunity to connect the donor with the reason
she gave. Include progress reports and show the results
of the gift.
Be creative. Match the thank you to the agency's
mission if possible. Be timely - don't delay the
thanking, or the message you may give is that the gift
wasn't important.
|
Back to Table of
Contents
About
Jean Block
I organized my first fundraising event in 1955 when I was
thirteen years old and growing up in a little college town in
Ohio. The event was a backyard carnival for C.A.R.E. and raised
more than $500. Not bad for a kid's effort!
Since then, I have served as volunteer for the Girl Scouts as
a leader, trainer and camp director...as executive director of
the Cystic Fibrosis Foundation of New Mexico...as campaign
director for the United Way of Central New Mexico, as program and
development director for a hospital...and as a volunteer, Board
member and officer for numerous local, regional and national
nonprofits.
I have taught
fundraising skills to staff and volunteers of nonprofit agencies
and organizations for more than 15 years.
In addition, I facilitate strategic planning retreats for
Boards of Directors and staff, help nonprofits develop and
strengthen their Boards and am often called upon as a
motivational speaker on volunteering and service. I am an adjunct
professor at the University of New Mexico, teaching a certificate
course on nonprofit management.
Representative clients include the Corporation for National
Service (Vista and AmeriCorps), Association of Junior Leagues of
America, United Way, YMCA, Boys & Girls Clubs, Civitan
International, NM Association of Chambers of Commerce, Campfire
Boys & Girls, Easter Seal Society, Arthritis Foundation, Big
Brothers/Big Sisters, March of Dimes and many more.
My mission is to strengthen the base of support for America's
worthwhile nonprofit agencies and organizations, from school PTAs
to multi-million dollar national and international agencies.
I'd like to help your agency reach its fullest potential.
Please call me or e-mail me to discuss your specific needs.
Jean Block Consulting, Inc.
7915 Cliff Road NW
Albuquerque NM 87120 (505) 899-1520
Fax (505) 890-5285
Email:
Call me - I'd like to help!
|
Back to Table of
Contents
Fast
Fundraising Facts for Fame & Fortune © 1997
This book puts the FUN into FUNDraising!
Published in 1997, this work book-play book "teaches the
basics and helps the seasoned development professional remember
what works. Jean's high energy, conversational style makes this
book fun to read. She fills the book with examples that stimulate
your creativity and the format allows the reader to sketch out
great ideas right on the page" says Marlis Hadley, President
of the Easter Seal Society of NM.
"This book
teaches the basics
and helps the seasoned
development professional
remember what works" |
Who should read this book? Volunteers and staff of nonprofit
agencies, churches, schools, support groups, membership
organizations - anyone who is charged with raising money or
in-kind contributions.
Consider giving copies of this book to Board members to
motivate and inspire them can help to get over the fear of
asking.
Call (505) 899-1520 or e-mail me at
to discuss
a volume discount for your group.
|
Order
Now So You Don't Forget!
Go to the Order
Form to order your copy of
Fast Fundraising Facts For Fame & Fortune ©
|
Back to Table of
Contents
My
Mission
My mission is to strengthen the base of support for
America's worthwhile nonprofit agencies and organizations, from
school PTAs to multi-million dollar national and international
agencies.
I can help your agency maximize its potential by:
- Training staff, volunteers and board in fundraising
skills.
- Facilitating Board and Staff Planning Retreats.
- Helping you build a more effective Board of
Directors.
- Assisting with strategic planning.
Call me at (505) 899-1520 or E-mail me at to discuss
your agency's specific needs.
Jean Block Consulting, Inc.
7915 Cliff Road NW
Albuquerque NM 87120
(505) 899-1520
Fax (505) 890-5285
Email:
Back to Table of
Contents
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