A repeated theme that Jeff and I, and our team of frontline coaches, come across in our work is summed up in the statement we often hear: “I know I am not asking my donors the right way and I can’t figure out why that is.”

And that “right way” may be about the amount or the frequency of asks or the way (approach) the ask is done. Or it could be all those things.

As I have thought about this over the last few months, the whole thing, in my opinion, boils down to a lack of urgency. Let me explain.

Stop for a moment and think about the purpose of your organization. What societal problem is it organized to address? Here are a few examples:

• Eradication of cancer.
• Providing clean water.
• Freeing children from sexual exploitation and bondage.
• Providing disaster relief: famine, war, refugees, etc.
• Providing medical services.
• Providing meals and shelter for the homeless.
• Providing justice for persons unjustly imprisoned.
• Protecting the environment.
• Providing education to those who cannot pay for it.
• Animal rescue and care.
• Providing unbiased information.

I can’t provide examples for all the ways non-profits are doing good on the planet, but you get the point – there is a very good reason your organization is asking donors to give. A very good reason.

And that reason is important. And it is urgent.

But we forget it’s urgent. We get wrapped up in the process of fundraising and forget what the main thing is. We forget to think about what it’s like to have cancer and to be fighting for our lives; to have to drink dirty water because nothing else exists; to be trapped in a situation where predators are exploiting you for their economic benefit; to be a victim of war or famine; to be very sick and not have help; to be homeless and not have food; to be in prison without cause; to watch a forest cut down, our waters polluted; to not be able to learn; to watch an animal abused, and; to not have the right information.

Now, all of this is forgotten because we are not ourselves affected by it; it is not urgent because we are not there at the scene so we can see it, feel it, smell it, and be affected by it.

Which is why we lack urgency and courage when we talk to our donor.

So, what can you do about this?

In truth, it is very simple.

Get into a quiet and private space so nothing will distract you. Then, in your mind, go to the scene. Take yourself right into it and see it, feel it, experience it. Open your heart and let it break by what you are seeing and experiencing.

Then, from that place, do your ask. Without doubt, it will not be the same. It will have conviction, feeling, and, above all, urgency. Now it is not about reaching financial goals for the month or year to date. No. It is about dealing with the real thing. And that changes everything in your style and approach.

Try it. It will make a difference. And it will get you back on track to using your words and pictures to take the donor to the scene.

Richard