The Plan for Fundraising Success

Fundraising can be an intimidating endeavor, but you can do it! If you approach it with a plan, you can get what you need!

“Fundraising is a very rich and beautiful activity. It is a confident, joyful and hope-filled expression of ministry. In ministering to each other, each from the riches that he or she possesses, we work together for the full coming of God’s Kingdom.”

- Henri Nouwen

It’s never easy to ask someone for money. But you have a big idea. Your goals are big. You can’t do them without generating some resources.

But no one can ever be a one-person-show. There is no such thing as a lone ranger, no such thing as an independent hero. Even personal projects depend on others.

That is why is important to create a process for asking people for money. Like everything else in life, it is important to go into “the Ask” with a plan, or what I call an “Ask Story.” By prayerfully following these Five Steps of the “Ask Story,” you are welcoming someone else into a great idea that will be beneficial for you, for the people you serve, and for the person who donates.

Step #1: Make a list of people who could be potential PARTNERS.

You are inviting these people to be PARTNERS, not donors. While they do donate to the work that you are doing, they are adding their resources, and you cannot do it without them! They are more than just people of charity. They are more than people with means. Everything about them is important to the work you do. Their work, their experiences, their connections, their money, and who they are, are all valuable commodities!

As you make your list, include friends, acquaintances, old classmates, and people you’ve connected with on social media who have shown an interest in your project or something like it. Also include grant opportunities, local initiatives, and foundations. Don’t just make the list in your mind. Scribble those names on a piece of paper. Have each team member you work with put together a list. Include people who are wealthy and could resource the whole project, include people who could do a little bit on a regular basis (don’t throw away the $25 a month opportunities), and include people who might be able to give one-time gifts. Then combine all the names that each team member wrote down and move on to Step #2.

Step #2: Categorize the list – DON’T FORGET THE “Less wealthy partners” (THEY MIGHT HAVE OTHER RESOURCES!

Put the names that you have collected in the order provided below. Are they going to be One-time giver (Say $25)? Are they going to give every month? Do they want to give to a special project that is within the greater vision (They want to give to food insecurity initiatives, or give money for sound equipment, or give to building restorations, etc. – this is called a Gift-in-kind).

Organize your list under these subjects:

A.    One-time gift list

B.    Monthly gift list

C.     Gifts-in-kind (This is for special projects).

Then make it easy for people to give.

In the book, The Power of Habit, the author shares that the most successful fundraisers and businesses take away the “friction” when it comes to paying or giving. Friction is that annoying stuff that makes it hard to pay or give. They are annoyances, roadblocks, and stops. Does it take too much time? Is it hard to get to? Is the URL hard to remember?

I have been a part of organizations where “The Ask” is made but then the process is difficult for people when they want to give! This is friction!

You want to do all you can to take away the friction even before a person gives! Make sure the giving tab on your website is easy to get to (don’t make them go through five pages – that is friction). Double and triple check to make sure your online payment system works (there is nothing worse than wanting to donate but are unable to because of glitch). Use a service so gifts can be texted (“Oh, I just read about them! Can I give now through my phone? Nope.” Friction). And, be clear for people who like to give the old school way by making sure that a physical address is set up with a secure mail slot for drop off gifts (cash or checks).

… And whenever you can, encourage “reoccurring giving.”

Step #3: Set Up Meetings, Prepare, and Give the Speech

There is no way to ask for money if you can’t get a meeting with another person. Warning: Do not ask for money via a phone call or text! Honor the person by asking for a face-to-face meeting. You must include the story of WHY? you want them to participate and how they can make a difference. By following these guidelines below, you’ll be prepared to tell the Ask Story.

Set up a meeting ON THEIR TURF (in their favorite restaurant, home, or their place of business). Don’t meet on your turf unless you are walking them through the place where you vision lies. If possible, posture yourself as the servant by giving them homefield advantage, and by making them as comfortable as possible. The environment must be distraction free, and if they are married, invite their spouse. And in every case you can, be the one to pay for the drinks, meal, or whatever is necessary!

In the initial invitation you need to tell them what the meeting is about (“I want to talk to you about a big idea I have, and I’d like to talk to you and your spouse about ways that I think you can participate”).

Prepare the Speech

As you prepare, be ready to communicate the reason WHY? you are doing what you are doing and the story (This is what I call the ASK STORY) behind your vision. Remember, this is NOT a story about how YOU are going to be the hero and need their money to save the day. This is a story of how THEY are going to be the hero to save the day. You are going to help them do it! No one needs another hero. What they want is a guide to help them be the hero. You are their Obi-Won-Kenobi to their Luke Skywalker.

As you put together your ASK STORY consider:

·      What is the problem that needs to be addressed?

·      Tell them how you will guide them to solve the problem!

·      Give them your plan to solve the problem!

·      Call them to Action!

·      And give them a picture of 1) what the world will look like if this ends in a success and 2) what the world will look like if they do not participate.[1]

Give the Speech

Start with something like this: “I have a big idea that I think you’ll want to be a part of … [this is what I want to do and this is the difference you can make].

TELL THE STORY.

            “This is what we are doing and why it is important.”

            “You’ll save lives because…”

“Lot’s of people, including single moms and children, will have an opportunity for fresh foods because of your investment…”

MAKE THE ASK.

“… I think it will cost this much     (Amount)    .”

“And I’d like to ask you for      (Amount)    .”

KEY: MAKE SURE THEY KNOW HOW THE MONEY WILL BE USED.

Show the project budget (or at least be able to talk about it).

Be willing to show a budget of your organization if asked.

Step #4: Follow up with the following Calls to Action

Making sure that YOU follow up in your Call to Action is of utmost importance. Never expect the person to get back to you. That is not their job. Part of following up is about keeping your promises. And, if you can demonstrate that you can keep your promise by a simple phone call, or another meeting (the more you’re asking for, the more “on their turf” the follow up meeting needs to be) then that is just one step closer to proving that you’re going to be a good steward of the money they give.

In the Call to Action, be clear and direct by giving direction like:

            “I would like you to take a week to pray about it, think about it, and talk with your spouse.”

            “I want to show you what I have done, and what I am willing to do.”

(i.e My family is moving. I’ve quit my job. I’m going to be bi-vocational. We believe in this so much, were going to do it whether you participate or not. We’re going to eat dirt if that’s what it takes…”)

            “I will follow up with you in ______ days.”

And I always like to add in conclusion:

            “I am grateful you have taken the time to hear me out today. If there are any questions, you can call me or text me or email me or send me a passenger pigeon any time of night or day. And finally, I want you to know, please feel no pressure. I am extremely excited about this project and would love for you to get in on it, but if you don’t feel led after praying and talking to your spouse about it, that it is not right for you to participate, then it is also not right for the project. Regardless, I am grateful for our friendship and look forward to many years of sharing life together.”

Step #5: Put all of it on Paper

Finally, write your possible Partner a letter, put it on letterhead with your logo, your vision statement, and with the Call to Action WRITTEN so there is absolute clarity. Sum up your ASK STORY in the letter and place it in a sealed envelope with a business card. Reiterate again that you are available to answer questions at any time. Then let them know everything you asked them verbally is written in the letter.

If you follow these steps, it is likely you’ll be able to fund your idea and draw important partners in on your work. Once they see you do good things with their resources, they will become evangelists for you, encouraging others to support your new ideas in the future!

[1] To read more in depth on how to create a story, consider reading Building a StoryBrand: Clarify Your Message So Customers will Listen by Donald Miller.