“I just couldn’t do it!” That’s the response we get from many frontline fundraisers who just cannot ask for the big gift even when the donor has the motivation and capacity to do so.

And it boils down to one reason. The fundraiser thinks it’s about the money.

You are right that fear of offending the donor might be a related reason. But think about it this way. The only two reasons the donor would be offended would be 1) if they didn’t have the capacity for the amount you are asking, or 2) didn’t have the motivation or inclination to give.

Let’s talk about motivation and inclination first. If you have done a good job of matching the donors’ interest and passions to the program need in your organization, there will be no problem in this area. This one is key. Remember, the main driver for joyful and fulfilling donor giving is this match. It has nothing to do with money. It is simply helping the donor do what they want to do.

On the subject of the ask amount and capacity, again, if you have done the necessary research through personal interaction with the donor, as well as research on their giving to others, you will usually be in the right place.

But if you aren’t in the right place on the amount of your ask, and the donor says something along the lines of, “Goodness, do you think I have a ton of money?” or “Wow, that’s a little too high for me,” your response can simply be: “Oh, I’m sorry Bill, I knew you were so interested in this area; that’s why I suggested that amount. Would it be easier to stay with that amount but do it in two installments, like one now and another in six months, or is there another amount that would be more comfortable for you?”

This approach puts the donor in control of what they want to give and that’s a good thing. It also helps the donor see that the need is great, and they can, if they want to and have the ability to do so, make a major impact through their giving.

Here’s the main point I am wanting to make here. Jeff and I and our frontline coaches routinely experience this dynamic of asking too little. And the way to make sure you don’t do this is to get your head right about why the donor is giving in the first place: they want to make a difference in an area that interests them. Then be bold and courageous in your asking.

It is about that simple.

And the rewards are great. The donor gets the opportunity to DO something significant and you have been a key part in helping them do it. Try it.

Richard