Asking for Money

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Ask Without Fear!
Connecting Donors with What Matters to Them Most
Marc A. Pitman, The Fundraising Coach,
www.fundraisingcoach.com
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Who am I?

• Chosen for Seth Godins 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

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Todays 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

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3 Types of Fundraising Goals

• Annual
• Capital
• Endowment

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3 Types of Communication

• Cultivation
• Solicitation
• Stewardship

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So how should your fundraising time be scheduled?
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Individuals 84 Foundations 12 Corporations 4
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Foundations 12 60 Corporations 4
35 Individuals 84 15
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Foundations 12 60 Corporations 4
35 Individuals 84 15
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Fundraisinga privilege

• Asking for money is one of the most noble
  opportunities on earth
• Like putting a plug into a live socket

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

• Research
• Engage
• Ask
• Love/Like/Live

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Research

• About your goals
• Case statement
• Gift table
• Naming Opps

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Research

• How does most fundraising get started?Yikes,
  we need money. Lets have a book sale
• But first things firsthow much?

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Gift Range Calculator

• http//www.GiftRangeCalculator.com/

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Research

• About your prospect
• What are their values?
• Convenience
• Learning for kids
• Community
• Internet Access
• Not creating converts, helping them simply take
  action

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Research

• About your prospect
• Tools
• Google it
• Blackbaud Analytics, Wealth Point, P!N Network
• Be realistic
• Avoid Paralysis By Analysis

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Engage

• Fundraising 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

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Engage

• Get them in!
• Programs are important

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Multiple Tools

• Face-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

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Multiple Tools (cont)

• Mail
• This made me think of you notes
• Web
• Where's the banana?

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Ask

• 1 Reason people don't give?
• Find a connection and put the plug into the
  outlet!
• Make It Easy

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Different Strokes for Different Folks

• Dominant
• Inspiring
• Steady
• Calculating
• Therefore, speak to the head the heart

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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

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Tangibilitize your ask

• Heifer.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.

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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

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Love/Like/Live

• Love/Like the person anywaythey'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

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7 Frequent Fundraising Myths

• The Field of Dreams Fiasco
• The Mickey Ds Mistake
• The Cheez-It Mistreatment
• The Mrs. McTats Gaff

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7 Frequent Fundraising Faux Pas

• The Spell-Check-Will-Catch-It Faux Pas
• The Lone Ranger Syndrome
• The My Way or the Highway Mistreatment

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Crafting Your Message

• PYITS
• Dealing with F.E.A.R.
• The Rule of 3s

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PYITS An Effective Cure

• Put Yourself In Their Shoes
• "Credit Denied" mailing
• Do you like calls to sound scripted or natural?
• No entitlement

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Dealing with F.E.A.R.

• False Evidence Appearing Real
• Asking for money or helping change a kids life?
• Rejecting YOU or the cause?
• This isn't life or death!

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Rule of 3s

• Whos Your Jennifer?
• Three Attributes
• Three Channels
• Three Times/Month for Three Months

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You Can Do It!

• BEE YOURSELF
• Make your gift first!
• Don't feel guilty that you're afraid
• Have courage (it's not courage without fear)
• Keep it simple
• Have fun!

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• 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_at_fundraisingcoach.com