When making the “ask”, there are three approaches: in person, by mail, or by phone. Donor solicitation is necessary, and ultimately requires you to prepare intentionally for the ultimate question to the donor. Let’s dive into some tips for each approach to soliciting a gift.
When asking in person, keep in mind that the donor knows that the ask is coming. If you have set up a lunch or coffee meeting with them, then they understand that you value their time and their support of your nonprofit. Refresh yourself on their giving history, the last time you spoke, personal details of the donor. Aim to make the ask for major gifts from donors in person.
Email and direct mail have various success rates with different donor demographics. Take note of this when deciding whether to make an ask through one or the other. Email/direct mail is used more for smaller, frequent gifts. Moves management can aid your organization in understanding where each donor falls in their involvement, so that these solicitation approaches align correctly.
Solicitations by phone are best done when asking for major gifts or during a targeted campaign. Utilize donors that are also willing to volunteer their time to make calls on behalf your organization. They can share their story with a prospective major gift donor or campaign constituent, and give more depth to your organization’s overall story. Campaigns give your organization an even more specific message and approach to share with donors when making the call.
Whatever the approach, keep in mind, when you ask, you shall receive.
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Marianna Woodruff is Director of Brand Awareness at DonorLynk, LLC. DonorLynk aims to provide nonprofits with tailored solutions that work for you, not against you.