lori jacobwith art of asking hfh march2011
DESCRIPTION
Slides from Art of Asking mini-workshop at HFH MN Statewide conference, March 12, 2011.TRANSCRIPT
The Art of Asking
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Who is here?
Lori L. Jacobwith
• 20+ years as a communication strategist & fundraising coach
• Measurable: Helped organizations raise over $100 million in last 10 years.
• Impact: My work creates environments where people find ease in their work with, and their conversations about money.
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Where we are heading today
Why is asking for money so
hard?
Money moves toward boldness and
clarity of communication
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What, if anything, do you LIKE to ask for?
What makes it ok?
Art of Asking
• Telling Your Story - Intro
• Asking – Take Action
• Maximize Relationships – Stay Relevant
• Managing Data
The Secret to Fundraising:
Clear, Bold Communication
46% of donors stop giving for reasons
connected to “a failure to
communicate.” ~ Penelope Burk & Cygnus Applied Research
1. Listen.
2. Connect with your community where they are.
3. Allow your community to spread your messages.
Communication
The question is not about how to “get the money.”
Rather the question is about our own relationship with money.
Art of Asking
How does money given bring joy?
What is the financial legacy you want to leave at your organization?
1. There’s never enough.
Three Toxic Myths of Scarcity
2. More is better.
Three Toxic Myths of Scarcity
3. That’s just the way it is.
Three Toxic Myths of Scarcity
Think for a moment about the very first time you made a financial contribution
Art of Asking
Money flows like water
In 2009, $303.75 billion was contributed to charities in United States.*
Breakdown of charitable giving:
• 4% from corporations
• 13% from foundations
• 83% from individuals (includes bequests)
*Source : Giving USA, June2010
“Feeling good is what nonprofits sell.”
~ Seth Godin, Author & Marketing guru
The most overlooked & important component of development.
Communication
Fundraising is a call to conversation and
to relationship.
Not just a transactional act.
Art of Asking
NEED exists when something is missing
Funding gap? - What’s yours?
What do you ask for?
Art of Asking
What problem do you help solve?
Habitat for Humanity
Identify
Engage
AskRecognize
StewardThe Art of
Asking
Identify
People who are:
• Passionate about your work
• Inspired and…
• Are excited/interested to know more
Identify
Engage
The Art of Asking
Engage
Invite Personally
• Delivered via the donor’s preferred medium
• Timed to the donor’s pace
• Focused on the donor’s self interest
Invite
Invite Practice
Find a partner quickly
• Sit with backs to each other
• Ask for a meeting with that person.
• You know them. They have not yet given to Habitat for Humanity.
• After one person gets a yes to set a meeting or attend an event, switch!
• Give each other feedback.
Debrief
• What’s Working?
• What’s Missing?
• Share a story causing people to feel something & take action
• Listen
Art of Asking
Break
The Art of Asking – Part II
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Brief review
70% of donors say the value of their first gift is
considerably less than they could have made at the
time you asked.
Art of Asking
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Only ask the people who want to say yes.
Signs They Are Ready
1. Do you know they are ready?
2. Specifically what will be asked for?
3. Does the donor have an abundance of what you will be asking for?
4. What concerns might the donor have about saying “yes” to your request?
5. Why would the donor say “yes”?
6. Who will be asking?
7. Where will the ask take place?
Preparing for the ASK7 Crucial Questions
Ask
Art of Asking
Expand your pool of askers:
• Former board
• Non-development staff
• Volunteers
• Donors
• Vendors
• Others?
Simple framework for generating $ or support:
1) What’s your current funding gap?
2) What would your organization do with more money or members? Humanize this.
3) What is one simple action you want people to take?
4) Cause people to feel something.
5) Communicate regularly
Communication that generates Action
• What’s Working?
• What’s Missing?
• Share a story causing people to feel something & take action
• Listen
Art of Asking
Ask #1
Ask Practice
Find a partner quickly
• Ask for something substantial to you (must be money)
• Donor should say Yes at some point
• After one asks, the “donor” should give feedback
• Switch!
Debrief
Role Play #2
Ask Practice
Find a different partner• Ask for a substantial
monetary gift
• Donor should say No
• After one asks, the “donor” should give feedback
• Switch!
Debrief
How can you turn a no into a yes?
Final role playTurn no into a yes
Debrief
Identify
Engage
AskRecognize
Steward
The Art of Asking
Simple framework for generating $ or support:
1) What’s your current funding gap?
2) What would your organization do with more money or members? Humanize this.
3) What is one simple action you want people to take?
4) Cause people to feel something.
5) Communicate regularly
Communication that generates Action
“In all you do, act as if it’s impossible
to fail.” ~Jerold Panas, Asking
Tell:
One thing you learned or inspired you
Your next action
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Blog and monthly e-Newsletter
Membership – special offer
Key Note & Breakout Sessions
Customized Fundraising ActionPlanning Sessions
Connecting with Lori
www.LoriJacobwith.com
952- 949-2105
http://twitter.com/LJacobwith
Lori Jacobwith
Thank you!