Some apologies are a must: neglecting to take out the trash on garbage pick-up day (guilty) and accidentally breaking your child’s favorite toy (guilty again).
Some apologies, however, should remain unspoken. A request for support for an organization that does good work resides at the top of this list.
Too often, development directors, stewardship coordinators and volunteers with a passion for a cause feel compelled to piggyback a request for support with an apology for asking. “Sorry to bother you.” “Sorry to ask you for such a large gift.” “Sorry to ask you for support when times are so tough.”
My advice: Don’t apologize. Simply ask and wait for a response.
Here’s why: Your request for support comes with a guarantee. The donation will be used to further your organization’s mission. That guarantee is your word and your organization’s reputation. So why apologize for asking?
Our campaign managers unapologetically encourage their volunteers to follow three steps when asking for a gift or pledge:
- Think big and aim high. Translation: You never know where a potential donor’s passion lies until you ask.
- Listen more than you talk. Translation: If you are patient, the prospect will provide clues as to where his or her passion lies. That’s why it’s called donor cultivation.
- Never apologize for asking someone to help you do good work. Translation: You aren’t asking the donor to help pay for your new car or vacation to the Bahamas. You’re providing a donor with an opportunity to be a part of something worthwhile and, possibly, life-changing.
So save the apologies for forgetting your spouse’s birthday (for the record: not guilty … yet!).
I encourage you to contact me if you have any questions regarding best practices and the professional services of the Steier Group.
