Asking for donations face to face can be intimidating. The fear of rejection often causes people to turn down the idea before even trying. However it may be time to conquer that fear because if you haven’t tried asking for in-person donations, you are missing out on a great fundraising opportunity.
A study published in the Harvard Business Review found that asking 6 people for donations has the same impact as emailing 200 recipients. People often underestimate the power of persuasion when asking for donations in person. Face to face requests were proven to be 34 times more effective than digital ones.
So how do you find the courage to start asking for in-person donations? You need to be asking for the right things at the right time to the right people. What this really means is having a clear understanding of your donor, good delivery and the ability to listen.
Most of the Work Comes Before You Ask
Asking is the easiest part, the hard work comes from learning about your donor. You need to find out their passions, preferences and expectations. Such as:
- What projects might interest them
- What they need to know about you to be confident in their decision
- Anyone they might need to consult with before donating
- How they prefer to communicate
- Who from your team would be best to ask them
- If or what they would want in return for their gift
- Do they have any fears or concerns about giving?
- Do they have a history of giving donations? Where?
Using this information will help you give them a personal experience that will make them feel valued and ultimately build a stronger connection with your NPO. Think about brands you are loyal to and why, the same concept goes to attracting donors. You want to get their attention and keep it through a customized experience.
It’s More Than a Gift, It’s an Investment
Chances are if you went up to a friend and asked for money the first thing they are going to ask is "why?”. They want to know if you are going to put the money they give you to good use. This is also true when talking to your donors, and providing a list of issues you are hoping to solve is not good enough. You have to be specific and give them your solution. Better yet, invite them to be the solution.
All About the Delivery
Nonverbal cues speak louder than words. It’s all about presenting yourself in an open, friendly and confident manner. Approach people with a smile, stand tall and have an open posture. Relax, take a deep breath if you are feeling nervous and make eye contact with the person you’re speaking to. Try to avoid fidgeting, folding your arms or slouching as this can make you come off as nervous or disinterested. Go in with a positive mindset and "fake it till you make it!” If you appear confident they are more likely to trust you.
Make Your Donor Feel Like a Hero
When your donor gives to your cause they are making an investment. After all, they make your work possible so let them know that you’re thankful. Tell them as often as you can how they have helped your cause and give details on your progress so they know exactly what you have been able to accomplish with their help.
Here are a few more quick tips that will help you with your face-to-face ask:
- Be aware of your tone of voice and volume. If you end a sentence on a higher note it sounds like you are asking a question, and may come across that you are unsure of yourself so do your best to keep a consistent pitch.
- Be curious and take note of their space. If you’re meeting them at their office ask about the books on their shelf or the paintings on the wall, this is a great way to get to know your donor and also break the ice
- Take an interest in their personal life. Ask about their family, hobbies or projects to help deepen your relationship
- Give genuine compliments and express gratitude when appropriate. Even if they don’t give a donation thank them for their time
