The Fun of Asking for Money in Twelve Easy Steps.

I enjoy asking for charitable gifts because I am giving people an opportunity to be involved--if I don't ask them for money to help support a cause, how will they know the organization needs it or that I am involved and have supported it too?

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1. People, by and large, are flattered that you have taken time out of your day to come and visit them. It honors their contribution of time and dollars to an organization. Your chances of getting the size gift that you desire are much better if you make face-to-face contact as opposed to a telephone call. Often, the hardest part of any solicitation is getting the appointment--but a person to person visit is always best.

2. Do your homework. Know the organization for which you are asking money and the case for the campaign. Know the prospective donor. Is there a donor giving history, an indication of an interest in the organization and the project and the capacity to give at a certain level?

3. I always make my own commitment to the campaign first. I find that once I have made my own commitment to a cause I believe in, it's not so difficult to ask others to do the same.

4. I prefer to go on a visit with another trustee or a staff member of the organization who can answer questions or talk about a facet of the project in which I am not as well versed. It allows one person to listen and watch body language while the other person talks. The two solicitors should be prepared to swap roles so that they can both take turns talking and listening.

5. I try not to plan a solicitation at a restaurant because usually just as you get ready to ask for the gift, the waiter brings your food and the moment is interrupted. I have usually asked people for money in their own houses or offices--places where they feel comfortable. Pictures, awards, or family memorabilia often provide an ice breaking opportunity before you launch into why you are there. Asking people for money gives me a chance to get to know them better, to learn about their families, their concerns and their history with a particular organization.

6. Begin the conversation by putting the prospect in the driver's seat. I always ask my prospect how much they know about the project, what questions they have and if they are ready to consider a gift to this endeavor. If they are not, I try to help them better understand the project. I find out what else or whom else they need to see before they are ready to make a gift. Often by listening to family circumstances such as: "We have a family business we are trying to sell", or "We are trying to shed 30-year-old shares of IBM stock without paying capital gains." You can fashion the second visit to meet the circumstances and needs of the prospect, often providing a planned giving opportunity to fit the bill.

7. So often, when people go out to talk to a prospect, they don't decide among themselves who's going to make "the ask." Consequently, both are waiting for the other to do it and no one ever pops the question (Decide who on the visiting team will ask for the gift).

8. Once the explanation of the project is complete and the prospect has hinted at their interest in funding something in particular, it is time to ask them to consider a gift in the range of $10,000-$25,000, or the opportunity to name something, or a substantive pledge over 3 years. It is important to get the number on the table, in whatever way is comfortable for you. Even if they say that they never expected you to ask for so much and they will have to think it over, they know what the expectations of the organization are and they can measure their own ideas accordingly.

9. I like to ask people to consider a gift, which might be a "stretch" gift for them. A "stretch" gift is something that is more than they thought they would be asked for but certainly within their range of affordability. Break pledges down over a three-year period.

10. I try not to be afraid of objections. If there are no objections and the prospect grabs his check book, I know I've grossly underestimated his potential and asked for too little. It is usually very flattering to be asked for more than one will actually contribute and may raise the prospect's sights, as long as the request is in the right ballpark.

11. I try to have people sign a pledge card so that the organization has a written confirmation of the gift. It's easier to have the pledge card signed on the first visit than to send it in the mail or have to schedule another appointment to have it signed.

12. I am always sure to write a note right after my visit, to thank the person I saw for their time (and gift).

These are twelve steps I find make asking for large gifts for an organization about which I care much easier. I'm sure you have more. Write us at CCG and share your successes and challenges with us!

After 25 years of work with non-profits as a volunteer board member and development professional, Susan B. Clemow saw a need that she knew she could fill. She is closely attuned to Connecticut philanthropy and non-profit management. By assembling a highly experienced team of advisors, she is now in the unique position of offering flexible, targeted and comprehensive strategic planning and development services to non-profit organizations, throughout Connecticut and the Northeast. Susan's successes have touched clients in social service, health, children's and arts organizations, as well as many educational institutions and programs. She has personally assisted a variety of organizations with the raising of millions of dollars.