This document summarizes a presentation on the art of asking for donations. The presenter, Lori Jacobwith, has over 20 years of experience helping non-profits raise over $100 million. She discusses how money moves towards bold and clear communication. The presentation covers identifying potential donors, engaging them through personal invitations, preparing for the ask, expanding the pool of people who ask, and turning no's into yes's. The goal is to have simple and regular communication that causes people to feel something and take action by donating.

1. The Art of Asking

2. Who is here?
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3. Lori L. Jacobwith
• 20+ years as a communication
strategist & fundraising coach
• Measurable: Helped
organizations raise over $100
million in last 10 years.
• Impact: My work creates
environments where people find
ease in their work with, and their
conversations about money.
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4. Where we are heading today

5. Why is
asking for
money so
hard?

6. Money moves toward boldness and
clarity of communication
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7. Art of Asking
What, if anything,
do you LIKE to
ask for?
What makes it ok?

8. The Secret to Fundraising:
Clear, Bold Communication
• Telling Your Story - Intro
• Asking – Take Action
• Maximize Relationships
– Stay Relevant
• Managing Data

9. 46% of donors stop
giving for reasons
connected to
“a failure to
communicate.”
~ Penelope Burk & Cygnus Applied Research

10. Communication
1. Listen.
2. Connect with your community
where they are.
3. Allow your community to spread
your messages.

11. Art of Asking
The question is not
about how to “get the
money.”
Rather the question is
about our own
relationship with money.

12. How does money given bring joy?
What is the financial legacy you want
to leave at your organization?

13. Three Toxic Myths of Scarcity
1. There’s never enough.

14. Three Toxic Myths of Scarcity
2. More is better.

15. Three Toxic Myths of Scarcity
3. That’s just the way it is.

16. Art of Asking
Think for a
moment about the
very first time you
made a financial
contribution

17. Money flows like water

18. In 2009, $303.75 billion was contributed
to charities in United States.*
Breakdown of charitable giving:
• 4% from corporations
• 13% from foundations
• 83% from individuals (includes bequests)
*Source : Giving USA, June2010

19. “Feeling good is what
nonprofits sell.”
~ Seth Godin, Author & Marketing guru

20. Communication
The most overlooked & important
component of development.

21. Art of Asking
Fundraising is a call
to conversation and
to relationship.
Not just a
transactional act.

22. NEED exists when
something is missing

23. Funding gap? - What’s yours?

24. Art of Asking
What do you ask for?

25. Habitat for Humanity
What problem do you help solve?

26. Identify
Steward Engage
The Art of
Asking
Recognize Ask

27. Identify
People who are:
• Passionate about your work
• Inspired and…
• Are excited/interested to
know more

28. Identify
Engage
The Art of
Asking

29. Invite Personally
• Delivered via the donor’s
preferred medium Engage
• Timed to the donor’s pace
• Focused on the donor’s
self interest

30. Invite

31. Invite Practice
Find a partner quickly
• Sit with backs to each other
• Ask for a meeting with that person.
• You know them. They have not yet given
to Habitat for Humanity.
• After one person gets a yes to set a
meeting or attend an event, switch!
• Give each other feedback.

32. Debrief

33. Art of Asking
• What’s Working?
• What’s Missing?
• Share a story
causing people to feel something &
take action
• Listen

34. Break

35. The Art of Asking – Part II

36. Brief review
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37. Art of Asking
70% of donors say the value
of their first gift is
considerably less than they
could have made at the
time you asked.

38. Only ask the people who want
to say yes.
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39. Signs They Are Ready

40. Preparing for the ASK
7 Crucial Questions
1. Do you know they are ready?
2. Specifically what will be asked for?
3. Does the donor have an abundance of what
you will be asking for?
4. What concerns might the donor have about
saying “yes” to your request?
5. Why would the donor say “yes”?
Ask
6. Who will be asking?
7. Where will the ask take place?

41. Art of Asking
Expand your pool of askers:
• Former board
• Non-development
staff
• Volunteers
• Donors
• Vendors
• Others?

42. Communication that generates Action
Simple framework for generating $ or support:
1) What’s your current funding gap?
2) What would your organization do with more
money or members? Humanize this.
3) What is one simple action you want people to
take?
4) Cause people to feel something.
5) Communicate regularly

43. Art of Asking
• What’s Working?
• What’s Missing?
• Share a story
causing people to feel something &
take action
• Listen

44. Ask #1

45. Ask Practice
Find a partner quickly
• Ask for something substantial to you
(must be money)
• Donor should say Yes at some point
• After one asks, the “donor” should give
feedback
• Switch!

46. Debrief

48. Role Play #2

49. Ask Practice
Find a different partner
• Ask for a substantial
monetary gift
• Donor should say No
• After one asks, the
“donor” should give
feedback
• Switch!

50. Debrief

51. How can you turn a no
into a yes?

52. Final role play
Turn no into a yes

53. Debrief

54. Identify
Steward Engage
The Art of
Asking
Recognize Ask

55. Communication that generates Action
Simple framework for generating $ or support:
1) What’s your current funding gap?
2) What would your organization do with more
money or members? Humanize this.
3) What is one simple action you want people to
take?
4) Cause people to feel something.
5) Communicate regularly

56. “In all you do, act
as if it’s impossible
to fail.”
~Jerold Panas, Asking

57. Tell:
One thing you
learned or
inspired you
Your next action
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58. Connecting with Lori
Blog and monthly e-Newsletter
Membership – special offer
Key Note & Breakout Sessions
Customized Fundraising Action
Planning Sessions
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59. Thank you!
Lori Jacobwith
lori@LoriJacobwith.com
www.LoriJacobwith.com
952- 949-2105
http://twitter.com/LJacobwith