This document provides an overview of fundraising best practices. It discusses that people give for various reasons like making a difference or feeling good. The key factors for fundraising are having a process, engaging prospects, building relationships, having a plan, and asking people directly for support. When asking, it is important to prioritize top donors and focus on a personal ask. Meetings should focus on listening, sharing your story, and asking for a specific gift while leaving on a positive note. Ongoing relationships are important for fundraising success. The document provides some additional resources on fundraising topics.

1. The Art of the Ask:
Individual Gifts
P.S.…its not about begging for money
Presented by:
Anisha Robinson Keeys
Principal Officer
Lance Lee Planning/ Best Practice
Fundraising
Counsel and Services in
Fundraising and Special Events
www.bestpracticefundraising.com
888.900.9726

2. Today's Objectives
• Talk About Philanthropy
• Fundraising fundamentals
• Trends
• Identifying the “Ask”
• Techniques for asking
• Some fundraising ideas

3. Fundraising through the
ages

4. Why do people give away their money?
• Make a difference
• Become involved
• Help others
• Feel good
• Recognition
• Gratitude
• Tax Break 

5. #1
They are asked

6. Why People Give “The 3 C’s”
Commitment
Max.
Gift
Capability Contact

7. Fundraising
The Basic Ingredients
• PROCESS
• There is a process through which good fundraising happens
• PROSPECTS
• Everyone should be involved in engaging potential
supporters
• PEOPLE
• Fundraising is a people business; it’s all about relationships!
• PLAN
• Having a fundraising plan in place

8. Fundraising
The Basic Ingredients (continued)
• People Give to People
• Authentic Passion is key
• Face to Face solicitation
• Ask for 100% of what you want

9. Giving Trends: Income
• Household incomes under $25,000 per year
• 34% donated $100‐$1,000
• 34% gave under $100
• Incomes above $75,000
• 41% gave $100‐$1,000
• 30% gave $1k‐$5k
• 11% gave $5k‐$10k
• 5% gave $10k+
• Source: Freelanthropy.com 2007 Charitable Giving

10. Giving Trends Age
• 18‐24 yrs‐group most likely to give more than in the past
• Over 65 yrs most likely to give less
• Retirees the smallest group (15%) to give at the $5,000‐$10,000 range
• 25% of ages 45‐54 donate $1,000 to $5,000
• 49% of ages 55‐64 donate at the $100 to $1,000 level
• Source: Freelanthropy.com 2007 Charitable Giving Index

11. Your Fundraising Assets
• Organization
• Public Image
• Prospects
• Volunteers

12. Who Do You Ask..You Might Ask

13. How can you prioritize contacts?
The Best Prospects
Board
Current Donors
Sympathetic
Sectors
Volunteers
& Staff
Universe of
Demographic Prospects
& Psychographic

14. Also think of asking….
• Local organizations that benefit from your work
• Clients
• Family of clients
• Businesses
• Churches
• Businesses with products your organization needs

15. Nonetheless…..
• THE BEST, MOST EFFICIENT, COST‐EFFECTIVE
WAY TO RAISE MONEY IS. . . .
• The right person. . . .
• Asks the right person. . .
• For the right amount of money. . .
• At the right time. . .

16. Goals of a visit
•To inform
•Build interest
•To solicit feedback
•Seek common goals
•To ask for a gift
•To secure the gift

17. Best Practice Tips
The Meeting
• Connection—not cold call is best
• First meeting: Face to face
• Save trees—don’t overwhelm with information
• Listen for what they want
• Fast follow-up

18. A Checklist: Steps for the face to face meeting
Thank them for the meeting
Bring them up to speed on your organizations history and latest initiatives
Tell them your “case”
Ask them about their charitable giving
Less talking more listening
Use materials to make your point
Keep listening
Refer to your own gift
Suggest a specific gift prospect should consider
MAINTAIN SILENCE. Let the person consider your request
Respond appropriately to their reaction

19. Do This ……..
• Close at the prospect’s pace
• Seek areas of agreement to launch the close
• Underscore emotions and your personal
testimony, this is very important
• Leave on an positive note

20. But please, don’t do this…
• Don’t give up
• Don’t argue with the prospect
• Don’t be apologetic about your request
• Don’t make promises you can’t keep
• Don’t knock other organizations or campaigns

21. Keep this in mind
There are 1.5 million non profits in the US
Make friends first and ask for funds second
We all know how to make friends

22. Its all about relationships
We meet someone and see if we have anything in common
If we find some commonalities we may continue to engage
Relationships require ongoing contact

23. A Few Resources
• Myers Briggs Test: find out more about your asking style and personality “type”.
The test is FREE at- http://www.humanmetrics.com/cgi-win/JTypes2.asp
• Seth Godwin: Giving your Fans a Chance to speak up- short, free e-book offers great
steps your group can take to get your supporters to be ambassadors
http://sethgodin.typepad.com/seths_blog/files/FlippingNOpro.pdf
• Donors Forum (Chicago): offers latest insight, opinion and trends in donor giving:
http://www.donorsforum.org/
• Lance-Lee Planning: website of my company
http://www.bestpracticefundraising.com
• * * When you sign up for our mailing list, you get a complimentary copy of our e-book: The
Million Dollar Non Profit Resource Rolodex

24. THANK YOU