Art of the Ask: 10 Steps to a Yes
Preparing for a major gift ask requires thoughtful planning and an understanding of best practices in fundraising. Success depends on knowing what works, what doesn’t, and how to remain composed during the process. This guide explores the essential lessons learned from effective major gift solicitations, such as overcoming nerves and determining the right amount to request.
Many people wonder, “How can I avoid being that person who fumbles the ask?”
Feeling nervous is perfectly normal; it’s what you do with your fear that determines if you’ll be successful. Here are ten essential tips to prepare for the best major gift ask of your fundraising career.
Top Ten Tips to Prepare for a Major Gift Ask
- Cultivate, cultivate, cultivate. It’s important to ensure prospects have been properly cultivated. Donors should be stewarded with at least seven unique touches annually, such as visits, tours, prompt thank-you notes, personal stories about your success, newsletters, annual reports, and personal calls.
- Prepare. Learn about prospects’ interests, educational backgrounds, giving patterns, priorities, and what concerns keep them up at night. Determine the right ask amount based on their giving history, capabilities, and priorities.
- Reconnect with the mission. Reflect on the reasons for seeking support and the organization’s mission. Genuine passion and commitment to the cause strongly influence prospects’ decisions.
- Ask in pairs. Whenever possible, have a volunteer who has made a lead or stretch gift join in making the ask.
- Lead by example. Never solicit a gift without having made a personal contribution. Time is valuable, but the act of giving financially sets an important precedent.
- Choose the right setting. Make the ask in a location that allows for 20-30 minutes of undivided attention, such as the prospect’s office or the organization’s home base. Avoid locations that can result in interruptions, potentially derailing your conversation.
- Summarize before the ask. Prior to making the request, review the discussion, highlight the prospect’s interests, connect those interests to the organization’s work, and reflect on their past commitment.
- Share impactful stories. Focus on personal stories that demonstrate the organization’s impact. Donors are more inclined to jump on board if they see tangible results and strong data.
- Make the ask, then pause. Take a sip of water, if needed, but resist the urge to continue talking. Many fundraisers inadvertently talk themselves out of a gift by not allowing space for the prospect to respond.
- Use effective language. Some successful ways to phrase the ask include, “This project is so important that a stretch gift has already been made, and we hope you’ll join with a gift of ________,” or “Can we count on you for a gift of ________?”
After the Ask: Navigating Responses
Following the ask, several outcomes are possible: the prospect may say yes, decline, request time to consider, or offer a lower amount. If additional time is needed, schedule a follow-up appointment before leaving. If the prospect agrees, express gratitude. Should a lower amount be offered, choose either to accept graciously or offer more time and set another meeting. If the answer is no, inquire about whether the issue is the amount or the timing, and consider proposing a multi-year pledge or renewal at the current level.
The Importance of Stewardship
Regardless of the outcome, follow up within 24 hours with a handwritten thank-you card and, if a gift is committed, a confirmation letter. It’s crucial that gifts never go unacknowledged. Multiple thank-you letters from various stakeholders—board members, volunteers, or program recipients—can reinforce the donor’s impact and foster ongoing engagement. Good stewardship leads to lasting results.
