Overcome fundraising anxiety
Last year I went to see Kim Klein speak at an MCN conference in St. Paul. Kim is a well-respected trainer in grassroots fundraising and has an abundance of wisdom about money and the politics that influence our thought patterns and how we communicate about it. Her latest book, “Reliable Fundraising in Unreliable Times” is a must-read for organizations seeking real strategies to sustain their programs within the “new normal.”
Kim said something that has stuck with me for more than a year (those who know me understand how significant that is given my poor memory) that I would like to share with you:
“Your belief must be bigger than your anxiety about asking.”
Think about that for a moment. To overcome fundraising anxiety is to re-frame your thinking. To ask yourself “What’s the worst that’s going to happen?” It is to take your ego out of the situation, to view yourself as simply a conduit for giving. That’s right. Ditch the ego. Your role is to connect a potential donor with a cause they care about. And nothing more.
Here are 10 tips on “making the ask” based on my experience, the experiences of my colleagues and various nuggets of wisdom I picked up along the way:
- Plan. Know the donor you are approaching. Do as much up-front research on the prospect or donor you plan to meet with as you can. Review his or her donor file and discuss the donor or prospect with your colleagues.
- Role play. Get comfortable with your own voice. Perfect your pitch.
- Visualize success. Imagine walking out of a donor meeting having secured a substantial gift. The law of attraction is real and it works in this business.
- Listen. Give the prospect or donor an opportunity to share his or her insights about your program. Ask what compelled them to make their first gift to your organization if you are asking for renewed support (and don’t forget to write it down).
- Let your enthusiasm light up the room. If you aren’t excited, how do you expect others to be?
- Leave your ego at the door. Be genuine.
- Communicate your goal. Don’t be afraid to let the prospect know the end-goal and how you are involving other donors. Also, if you did your homework, you should know the individual’s giving capacity. Ask for a specific amount for a specific project whenever possible. Most donors appreciate this. You can still use a soft approach. For example: “We need $10,000 by the end of April to purchase a new refrigerator for the food shelf…..etc. We’re asking ten donors to consider giving $1,000 each. Can you help?”
- After you make the request, be silent. The donor will need time to process your request.
- Get comfortable with “no.” You would be lying to yourself if you believed that every meeting with every prospect is going to go perfectly. Also remember that no isn’t always a definitive “no.” It might mean, I can’t afford this amount, but could afford a smaller gift.” Or, “I can’t commit to this right now but let me talk it over with my partner.”
- Follow-up. Whether you secure the gift on the spot, or the prospect doesn’t want to commit to a gift, a thank you is ALWAYS in order.
I’m sure now this list has conjured up more hesitations for you. But before you go on about why personal solicitation won’t work for you, think about this: 80% of U.S. households will give to charity in 2011. If you don’t ask, they’ll give to someone else who does. People of all income levels give, not just wealthy folks.
Once you have a few successes under your belt, you will radiate confidence and will excite others with your new found passion for fundraising!
Hank Rosso said: “Fundraising is the gentle art of teaching the joy of giving.” Fundraising isn’t a hard sell. It is relationship-building. It is intuitive. And everyone can do it.
Fundraising is a noble profession (and activity for volunteer board members).
You aren’t a beggar. You are a change maker.
-Katrina
Note: “Reliable Fundraising in Unreliable Times” provided inspiration for this blog.
Tags: asking for money, effective fundraising, fund development, Fundraising, fundraising anxiety, major donors, major gifts, solicitation
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