The Art of the Virtual Ask: How to Ask for Money Over Zoom

When the pandemic began, it created some hurdles for the fundraising world. A sector that relied so heavily on face-to-face connection and gathering together suddenly went virtual. We had always told our clients it is far better to ask for the money in-person, yet that was suddenly not an option. So the choice became clear that we could either not ask for money at all, or we could ask for money over Zoom. We had to try. The results actually shocked us, as our clients were asking for and receiving 6 and 7 figure gifts over video calls. We found out in real time that you could in fact ask for transformational gifts over Zoom . Now that we are returning to the face-to-face model, there were some lessons that we learned if you have to ask for money virtually whether for safety purposes, distance, or timing:

1. Prepare for the meeting: An obvious one, yes. However you would be surprised at how many people don’t properly prepare before going into an ask just because that fact that it’s virtual feels like the meeting has less weight. Before you initiate any conversation about money virtually, it's essential to come prepared like going on any other ask. Research your audience and their interests, so you can tailor your pitch accordingly. Gather any relevant data, facts, and figures that support your request, and create a concise yet compelling presentation. Don't forget to rehearse your pitch, ensuring you can deliver it confidently and smoothly.

2. Set the stage

Your surroundings can significantly impact how others perceive you during a virtual meeting. Ensure your background is clean, professional, and free from distractions. Good lighting and a reliable internet connection are also crucial. Test your audio and video quality beforehand, and dress professionally (at least from the waist up) to make a positive first impression.

3. Build rapport

This is obviously important on any ask, but take special care on virtual asks as it is naturally more difficult to connect than when you are in-person. Connecting with your audience on a personal level is crucial for any successful ask. Begin your Zoom call by engaging in small talk and asking about their well-being and dig even slightly more than you normally would. This helps create a more comfortable and relaxed atmosphere and shows genuine interest in your audience. Building rapport helps establish trust, making your audience more receptive to your request for funds.

4. Be clear and concise

When asking for money, it's essential to communicate your request clearly and concisely. This holds especially true when asking virtually as you will not have things like body language and eye contact working in your favor. This means that what you actually say carries that much more weight. State the specific amount you need, the purpose of the funds, and how they will be used. Avoid using jargon or overly complex language, as this may create confusion or diminish your credibility.

5. Showcase the impact (visually)

To persuade your audience to invest, it's essential to show the tangible impact of their contribution. Share stories, testimonials, or case studies that demonstrate the benefits of your project or initiative. This is actually where being virtual might work to your advantage if you are able to show materials or stories about your mission by sharing your screen with your prospect when appropriate. You can also quantify the results, if possible, to provide a clear picture of the potential outcomes their support can help achieve with graphics and collateral if you have them.

6. Be gracious and show gratitude

Regardless of the outcome, always express gratitude for the opportunity to present your request. Thank your audience for their time and consideration, and let them know that you appreciate their willingness to hear you out. While they might not have taken a few hours or even a whole evening to talk with you about making a gift in-person, they still took time out of their day and put you on their calendar when they certainly did not have to. Demonstrating gratitude can leave a lasting positive impression, which may prove beneficial in future interactions.

Virtual skills are no longer optional, and asking for money over Zoom can be an art in itself. By preparing thoroughly, setting the stage, building rapport, communicating clearly, showcasing impact, and expressing gratitude, you can increase your chances of securing the funds you need. Remember, practice makes perfect, and refining your virtual ask skills will lead to greater success in the long run.

Do you need coaching on making the ask either virtually or in-person? We can help! Reach out to us and we would be happy to schedule a free call with you.