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Steier Tips

Steier Tips columns are written monthly for the Steier Wire by Jim Steier and our professional development staff.

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The Importance of Using Specific Ask Amounts in Your Fundraising Efforts

It seems that no matter what organization or client we work with, when it comes time to train on effective fundraising procedures, a certain degree of uneasiness overcomes our audience upon learning that they will be asking their assigned prospects for a specific amount. The idea of challenging a prospect to give at a requested level doesn't always sit easy with even the most devout campaign volunteer or leader. But how many people do you know that if asked by the government to "give what they can" in taxes, would give enough to adequately support our city's annual operations? Just like a local or city government, a non-profit has certain annual needs it too must account for. And without challenging its supporters to help take ownership of those specific needs, you're facing an uphill battle. Consider the following:

• Just recently, we worked with an organization that had thousands of members, and relatively little annual support. Was it that the group had failed to effectively communicate its needs to the members, or had the supporters simply lost faith in the group? The answer was actually none of the above—recent changes in leadership led to an increase in members and spirit than ever before. Simply put, no one had ever been challenged to make a sacrifice, and as long as the doors remained open, there was no sense of urgency to give. Defined request amounts and 3 phoning nights later, nearly $100,000 was raised from just under 100 gifts and pledges! On average, they received about 55% from ask amounts that never exceeded $3000!

• Even with prospects that you most dread asking specific amounts from, you should find that this approach will actually be embraced more often than not. From experience, we have actually seen more detriment in offending donors we didn't ask enough from, than the donors who felt they were asked too much.

• Take some time to review any available Gift Range Chart when assessing your group's financial goals. You will find that specific amounts at specific levels will often be necessary in order to reach goal. With this information ask yourself, "Can I expect these types of gifts without specifically asking for them?" "Do I have people that will consistently make five, six, and seven figure gifts without any sort of prompting or encouragement?" Most likely, the answer is no, and these types of donors need to be aware of your needs and challenged to meet them. No one ever has made more money by asking for less, or in some cases, not asking all.

Just like anything else, this approach will only be effective if handled with great tact and sincerity. There is no need to be pushy or overbearing when asking for any amount. Let your well-defined needs and principal mission be your strongest voice, and work with each donor in finding the most challenging, sacrificial, and rewarding gift that will provide a long-lasting and financially rewarding fit for both parties.

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