Why Fundraising is Scary and What You can Do About it
Why Fundraising is Scary and What You Can Do About It
By Jonathan Weber-Mendez, Director of Mission Impact
“It is rude to talk about money. It is especially rude to ask for money.”
Most of us have heard some variation of these quotes throughout our lives. Money is a taboo topic in American culture. For better or for worse, nonprofit fundraising forces us to tackle this norm head-on, which is a scary prospect for many of us. I am an introvert and a rule follower. My entrance into nonprofit fundraising came via grant writing, which seemed like a natural way to avoid having to “make the ask” while sitting in front of another human being.
What if they say no?
What if I’m not able to raise enough money?
What if I get labeled as the person always asking for money?
If you are like me, a nonprofit professional terrified of asking for money for the reasons cited above or others, I am so glad you found this blog. Over the years, I have discovered that fundraising doesn’t have to be scary. It can be gratifying, and the following few paragraphs will demonstrate that.
Fundraising Isn’t Sales
The least effective way to fundraise is to approach it as a sales-type profession. Fundraising is best approached with transparency and authenticity. Fundraising is not all about “making the ask.” Fundraising is about building relationships. Go out into the community and build strong relationships with people and organizations that are passionate about the work you are passionate about, and you will be a successful fundraiser.
Doing Good, Feels Good
I want you to take a second to think about the most meaningful gift you have ever given. Perhaps it was a donation to a nonprofit. Possibly, it was helping out a neighbor, friend, or family member. Maybe it was volunteering. Whatever it was, take a moment to think about it. What made it so meaningful? How did it feel in your body to make that gift of time, talent, or treasure? I’m willing to bet it felt pretty good. I’d even venture to say it made you happy. Research has identified a link between making a donation to charity and increased activity in the area of the brain that registers pleasure. Giving quite literally feels good!
People Want To Be Part Of Something
Not only does research (and our personal experiences) demonstrate that giving feels good, but research also demonstrates that community engagement has many benefits related to an increased sense of belonging.
Your missions matter, and people want to be a part of things that matter. People want to make a difference in the areas they are passionate about, but many don’t know where to start. Fundraising is the simple act of connecting people to their passions and facilitating them to make a difference. Making a fundraising ask isn’t a burden on the prospective donor. It is an opportunity for them to feel good and be a part of something larger than themselves. Don’t horde the impact of your mission all to yourself; open the doors and let people join your movement for their benefit and yours.
Fear Is Just Another Challenge
Ultimately most of the fears fundraisers have with making the ask are merely challenges that can be overcome with resources, training, and practice. Better donor prospecting, fundraising language, and clearly identified needs can all equip fundraisers for more success. After that, the primary barrier is overcoming the fear of being told no.
There are a lot of ways that prospective donors may say “no,” but in every instance, the role of the fundraiser is to gain more information. A “no” generally means a piece of information was missing somewhere in the cultivation process leading up to the ask. The fundraiser’s role is to figure out what was missed and to “hit the reset button” and go back to that point.
Below are just a few examples of the ways a donor may say “no.”
No, not for this
This indicates the program or mission alignment may have been missed.
No, not you
This indicates the donor has another relationship within the organization they would feel more comfortable investing in.
No, not me
This indicates the donor does not feel the connection as a partner with the organization.
No, not unless
This indicates the donor feels invested in the organization but wants the partnership to be adjusted.
No, not in this way
Much like “no, not unless,” this indicates that the donor is looking to adjust their partnership in some way, perhaps with an alternative giving mechanism (like stocks or real estate, etc.)
No, not now
This indicates that the timing of the gift may be misaligned.
No, too much
This indicates that the ask amount may be misaligned.
No, too little
This indicates that the ask amount may be misaligned.
No, go away
This indicates the donor does not feel safe in the conversation.
Helping a donor unpack the reason why a donation doesn’t feel right for them at that moment not only strengthens your relationship with them but can also keep them in the pipeline for future gifts, building sustainability for your fundraising program. You see, when your worst fear is simply a challenge to be overcome and an opportunity for a stronger relationship it becomes a lot less scary and a lot easier to get out there and “make the ask.”
For more training on “Making the Ask,” head over to the Write On Fundraising Shop for our “Introduction to Making the Ask” training course. This entry-level fundraising course will teach you:
How to prepare a donor for an ask
Effective strategies for “making the ask”
How to handle donor responses after the ask has been made
Intro To Making The Ask is designed for nonprofit professionals with little-to-no formal fundraising training who are working to develop their skills and lay the foundation for a successful future in nonprofit fundraising.