Make sure your ask is an ask!

 

During a meeting of a cherished Development Committee I work with, the topic of the ‘Spring Ask Letter’ came up.  The meeting leader shared that they were thinking of writing an update of what has happened over the past few months and what was planned for the future.

It became clear to me that my colleagues had forgotten that when they were cultivating  donors, they should cultivate. When they’re briefing donors, they should share information. And when they are asking, they should ask.  Let’s review.

Here’s the cycle:

Cultivation is the period of time following donor qualification (ensuring that they are interested in what your organization does and determining that they might be interested in providing support) where you find out your donors’ passions, motivation and goals for philanthropy. To cultivate, you might offer the donor a variety of engagement opportunities:

• Inviting donors to connect/ follow the Social Media channels related to the campaign, organization, or cause
• Encouraging donors to participate in volunteer opportunities
• Hosting networking events
• Making personal cultivation calls
• Surveying donors to learn more about the intent of commitment

Briefing is the time you provide updates on both your campaign donations and the progress of the project you are currently working on are key to engaging with your donors and increasing donations. Otherwise known as ‘stewardship’, this is when organizations maintain a strong connection through recognition and personal engagement, balancing recognition between public recognition and private recognition.

• Using donor stewardship as a way to give thanks and show the impact of the donation
• Printing thank you lists on the organization’s website and in publications (while respecting requests for privacy.)

In between Cultivation and Briefing is the ASK. Also known as ‘solicitation’, this is the time to request a donation.

Once a relationship with your donors is established and maintained, it becomes easier to make the ‘ask.’ Although the act of donating can be a sensitive topic, it doesn’t have to be! If you’ve done your cultivation, your supporters are now aligned with the mission and goals of your cause, and some of them have even offered or agreed to volunteer. Asking for a contribution is simply just encouraging these donors to continue the commitment.

Ways to ask include:

• Personal visits, calls or ‘zooms’
• Solicitation letters
• Hosting an in-person giving event
• Sharing the campaign on Social Media (and tagging your audience)
• Emailing your network with the campaign details
• Using volunteers to contact networks of donors, instead of soliciting directly from the institution.

Donors get into their own cycles, and tend to give at the time of year, and in response to the type of ask that occurred when they first gave. So, if their first donation was in response to your annual gala invite, if they feel engaged they will most likely give annually when they receive your gala invite. Likewise, many donors wait for your end-of-year or spring appeal letter – so it’s important to make sure that’s what it is – an ask!

Fundraising letters give you a chance to tell your donors (current and potential) your story, demonstrate the impact your organization is making, and generate ongoing support for your mission. With so much tied up in one piece of communication, it is important to take the time to craft a solid and compelling message to spur action among its readers. The strongest appeal letters include a story and an ask. The story gives the letter an emotional foundation that leads to the ask, which tells the reader exactly why you want them to donate. They clearly demonstrate the need and imply urgency. 

What’s next? The cycle starts again! Your thank you starts the cultivation cycle again! While the process is a lot of work, it allows you to connect with your donors and supporters. Enjoy it.

Barbara, Organizations by Design

P.S. A letter’s postscript is often the most-read section of text, so make sure it makes an impact. The P.S. gives you a chance to reinforce your message and include a strong call to action right above the reply device. Don't forget, every part of your letter plays a role!