Making the Fundraising Ask: How to Eliminate the Anxiety
Last year, we surveyed our entire mailing list, asking "what's the worst part of a fundraisers job?" and the overwhelming response from hundreds of fundraising professionals all over the county, was "Asking for money." We couldn't believe it at first, this seemed like the most essential part of the vocation. It felt like surgeons telling us their least favorite part of their job was operating on people, but this was rooted in something different.
People fear rejection.
And not that there aren't other jobs where you are told "no" all the time, sales comes to mind as the obvious one, but a fundraising "no" can hurt worse. These are our missions and our people, and how could someone ever say "no"? That fear of being rejected and fear of being told our mission isn't worthy of support breeds anxiety around a one-on-one ask. And just like asking out your crush on a date, you can't win if you don't play!
Asking for money can always feel uncomfortable and awkward for any professional or volunteer, so here are some tips to help you reduce and eventually eliminate the anxiety of asking someone for money:
Prepare in advance: Preparation is key to eliminating anxiety when making the fundraising ask. Do your research and learn about the potential donor's interests, values, and past donations. Develop a compelling case for support and practice your pitch in front of a mirror or with a friend. Check out these steps to set yourself up for success. If you feel prepared and you have even practiced in advance with a coworker or volunteer, you will feel more ready and comfortable with the conversation from start to finish.
Be confident: Confidence is crucial when making the fundraising ask - obviously... But how do you get it? You fake it ‘til you make it. That might not be what you want to hear, but every single ask you make gets easier and easier. Faking a little confidence in the beginning can manifest it into existence as you gain reps. Also, believe in your organization's mission and the impact it can make - remind yourself why you do this! Express your passion for your cause and the importance of the donor's support. Remember that you are not asking for yourself, but for your organization and the people it serves.
Focus on the donor: When making the ask, focus on the donor and their interests. Explain how their donation will make a difference and align with their values. Show appreciation for their time and interest in your organization. Centering the conversation around asking questions and being curious can take a ton of the pressure off of you and let the donor talk themselves into supporting something they feel passionate about.
Use storytelling: Storytelling can be a powerful tool in making the fundraising ask. Use real-life examples of how your organization has made an impact and the lives it has touched. Use data and statistics to support your case and demonstrate the need for their donation, but focus first on telling one story, and the ask almost makes itself.
Offer options: Give the donor options for their donation if they are hesitant at first, such as a one-time gift or a recurring donation. Be clear about what their donation will be used for and the impact it will make. If you get an immediate "no", you can even offer different levels of giving to provide flexibility and appeal to a broader audience.
Practice active listening: Active listening is essential when making the fundraising ask. Pay attention to the donor's responses and adjust your approach accordingly. Address any concerns they may have and answer any questions they may ask. If the ask goes well, the donor should be doing a lot of the talking and storytelling, and in that case, you don't have to be a good "pitch" person, you just have to be a good listener and make them feel heard. This is a much more relaxing position to work from. It's not a sales meeting, it's a conversation.
Detach from the outcome: It's nearly impossible to not feel badly when your prospect turns you down, but working towards acceptance of the possibility that anyone can say "no" allows you to accept the worst case scenario even before it happens. We aren't suggesting you detach from caring about your mission, but it's important to know that some asks will go well and some will not, and worrying makes little difference in the outcome. That's a hard lesson to practice, but if you can work on mindfulness and find peace with any news, you'll be unstoppable!
Making the fundraising ask can be anxiety-provoking, even for the most experienced fundraisers, but it is crucial to keep your organization running and fulfilling your mission. Remember that fundraising is not about you, but about the people you serve and the impact you can make together. It gets easier over time, so that next ask you make will always be the last hardest one you'll ever make!
Want to learn more about specific trainings on how to ask for donations for your nonprofit? We might be able to help! Set up a free chat with us to learn more and get your mission funded!
