Ask Without Fear!Connecting Donors with What

Matters to Them Most

Marc A. Pitman, The Fundraising Coach, www.fundraisingcoach.com

Who am I? Chosen for Seth Godin’s

BullMarket Guide as a person “will shake things up”

Creator of the Extreme Fundraising Ezine www.FundraisingCoach.com

Author of Ask Without Fear! and Creating Donor Evangelists

Today’s Goals Fundraising 101

The “Get R.E.A.L.” approach to neutralizing fear and making the ask

7 Common Fundraising Myths

3 incredibly effective steps for crafting your message

3 Types of Fundraising Goals

1. Annual

2. Capital

3. Endowment

3 Types of Communication

1. Cultivation

2. Solicitation

3. Stewardship

So how should your fundraising time be

scheduled?

Individuals: 84%

Foundations: 12%

Corporations: 4%

Fundraising…a privilege

Asking for money is one of the most noble opportunities on earth

Like putting a plug into a live socket

Let's Get R.E.A.L.!

1. Research

2. Engage

3. Ask

4. Love/Like/Live

ResearchAbout your goals:

Case statement

Gift table

Naming Opps

ResearchHow does most

fundraising get started?

“Yikes, we need money. Let’s have a book sale…”

But first things first…how much?

Gift Range Calculatorhttp://www.GiftRangeCalculator.com/

ResearchAbout your prospect

What are their values?

– Convenience– Learning for kids– Community– Internet Access

Not creating converts, helping them simply take action

ResearchAbout your prospect

Tools– Google it– Blackbaud

Analytics, Wealth Point, P!N Network

Be realistic

Avoid Paralysis By Analysis

EngageFundraising is like dating

Get to know them– What got them involved in

the nonprofit? What impressed them most?

– What fascinates them– Office/pictures/trophies

Let them get to know about what makes your organization unique

Engage

Get them in!

Programs are

important

Multiple ToolsFace-to-face

– ALWAYS the best– This is what brings in the

money

Phone– be natural

E-mail– can work VERY effectively– see my e-course

Multiple Tools (cont)

Mail– “This made me think of you”

notes

Web– Where's the banana?

Ask#1 Reason people

don't give?

Find a connection and put the plug into the outlet!

Make It Easy

Different Strokes for Different Folks:Dominant

Inspiring

Steady

Calculating

Therefore, speak to the head & the heart

Make It Easy Phraseology

– Make Your Own Gift First!– "I can appreciate that"

Props– Renderings– Gift Charts

Options: Arrows in your quiver– monthly giving options– Maybe: good, better, best

Tangibilitize your askHeifer.org gives all sorts of gift

ranges represented by different animals:

a $500 gift is symbolized as a gift of a heifer,

$120 a gift of a pig, $60 a trio of rabbits, $20 a gift of chickens. A $5000 gift is “a gift of an ark”!

The prices in this catalog represent the complete livestock gift of a quality animal, technical assistance and training. Each purchase is symbolic and represents a contribution to the entire mission of Heifer International. Donations will be used where needed most to help struggling people.

Handling Objections What are common ones?

Don't have the money– when might you?– when may I come back?

Giving elsewhere– best objection– “How could we get in your

top 10 giving priorities?”

Not interested– Are they comatose? *grin*

Love/Like/LiveLove/Like the person

anyway—they're more important than the gift– This business is ALL

about relationships

Live with their response!– You don't always have to

like the response but keep on loving the person

7 Frequent Fundraising Myths1. The Field of Dreams Fiasco

2. The Mickey D’s Mistake

3. The Cheez-It Mistreatment4. The Mrs. McTat’s Gaff

7 Frequent Fundraising Faux Pas’

5. The Spell-Check-Will-Catch-It Faux Pas

6. The Lone Ranger Syndrome

7. The “My Way or the Highway” Mistreatment

Crafting Your Message

PYITS

Dealing with F.E.A.R.

The Rule of 3’s

PYITS: An Effective Cure

Put Yourself In Their Shoes

"Credit Denied" mailing

Do you like calls to sound scripted or natural?

No entitlement

Dealing with F.E.A.R.

False Evidence Appearing Real

Asking for money or helping change a kid’s life?

Rejecting YOU or the cause?

This isn't life or death!

Rule of 3’sWho’s Your Jennifer?

1. Three Attributes

2. Three Channels

3. Three Times/Month for Three Months

You Can Do It!BEE YOURSELFMake your gift first!Don't feel guilty that

you're afraidHave courage (it's not

courage without fear)Keep it simpleHave fun!

Tool shop including: The Creating Donor Evangelists Program

Give me your card for a free copy of $100,000 Guide to Email Solicitation e-course

Free blog, articles, book reviews, and more!marc@fundraisingcoach.com