Always ask for a specific amount.
When you ask someone to consider a gift in a range (“Would you consider a gift of $25,000-50,000?”) it may be easier for you, the solicitor, to get the ask out. But it’s simply not as effective. Mostly, people will give at the lower level, if they give at all.
Why? Two reasons. First, your ask says that any amount in that range is satisfactory, so why wouldn’t someone give the lesser gift? Second, it sends the message you don’t know enough about your partner to be confident in your ask.
When in doubt, put yourself in the donor’s shoes. Wouldn’t you rather someone be clear and direct when asking you to consider something? It shows the other person has been listening and has thoughtfully considered how you can uniquely contribute and partner. Of course, you can always negotiate the terms of the gift, like the pledge payment period, after you’ve made the ask.
Remember, when it’s time to ask for the gift, ask for a specific amount.
Next Expobit: When to ask.
Asking for a gift in a range is just a step above saying, “Give as generously as you can,” and sliding a generic program brochure across the table. It says to the donor –
– We’ve not done our homework on what your giving priorities are.
– We’ve not given much thought about having your involvement with our cause, and what that might mean for both of us.
– We’re just looking for $25,000 or more of your money, and we’ll take what we can get. Even if it doesn’t accomplish what you want, it pays the org.’s bills.
Until we’re satisfied with what we will say in those three areas (donor’s priorities, specific amount and use of the funds and their broader impact, and the donor’s involvement with our org.) and we have a fair idea of what the donor might say with respect to those three areas, we are not ready for the donation dialogue to take place. Dialogue with the donor would still be centered on learning about each other.
Thanks for the breath of fresh air.
[...] ask for a specific amount, not a range (Ask for a Specific Amount). And be silent after your ask. Let him/her take in your invitation and seriously consider it. Your [...]