Fund-raising

There are literally hundreds of ways to raise money. One basic principle I have discovered after nearly a lifetime of fund-raising is that folks seldom give substantial sums to a nonprofit organization. People give to people -- not to things or to organizations.

But, you say, I give annually to my church. Well, good for you, but think about this: Next time your annual subscription comes up for payment, think about how much you plan to contribute. Next, consider how much more you might give if another parishioner called on you in person for your contribution. Then think about how much more you might give if that visiting parishioner was a close friend and known to be a generous supporter of your church. In each case, as the contact becomes more and more personal, you will likely feel more and more of an obligation to give more and more money. People tend to give more when there is personal contact involved.

That said, it is important to develop your pitch so as to lead the prospect to consider larger goals. I use a basic outline for my pitches.

1. Get your prospect's attention. Clear the deck of extraneous matter -- you don't allow your prospect multi-tasking here. Make a point of turning off your cell phone, signaling your prospect that this meeting is too important to take calls.

2. Take note of your surroundings. Look around the room. Loads of freshly-cut flowers may indicate a love of gardening or an amateur horticulturalist. Lots of family photos? Ask about children and grandchildren. A model sailboat? A bowling trophy? Be sure to admire them and ask questions.

3. Show interest in your prospect's interests. Ask about recent local events in which she might have been involved. If you know she's a skier, ask where she has been or is planning to go skiing this season. If she's a traveler, ask about her recent past or upcoming future trips. The key is to focus the prospect on you and what you're saying.

4. Now bring up the project. Ask what your prospect knows about it. Then say that you wish to bring her up to date on it. Be as clear and concise as possible. This is not the moment for waffling.

5. Ask for the donation. This can be handled in a variety of ways. A) For a modest beginning, use "I have you down for $____ amount." B) For a slightly more ambitious gift, try "Would you like to join me at $____ dollar level?" C) For a more generous gift, place her in a category that's at least one level above her previous donation, "So, let's see, I have you down as a 'patron' this year." D) Finally, don't be afraid to shoot for the stars, "I'd like to see you in a leadership position regarding the project."

As I said earlier, there are literally hundreds of ways to raise money. Just as a sailor must in rough seas, be ready to alter your course. Because some folks get squirmy and uncomfortable when the topic of money (particularly theirs) comes up, find ways to break the tension. I have a store of amusing anecdotes, pithy sayings, jokes, and witticisms I like to use. Interesting illustrations or displays relevant to your project can be very useful at such moments.

Many people in business say they're no good at soliciting money. I say that learning how to solicit money is an invaluable skill for business. If I wanted to train a salesman, I'd hand him ten symphony tickets, tell him to sell them and come back with a report on each person who bought a ticket with an account of how he sold that ticket. If I wanted to train a banker in community relations, I'd suggest she form a committee to raise money for a hospital or a charity.

Fund-raisers for nonprofits can learn a lot from realtors and car dealers. How many times have you looked at a new car or house and the salesperson has said, "I know this is beyond your budget, but it's such a great car/ideal home, I can't resist showing it to you." The gauntlet has been subtly dropped. Many of us take the bait and spend more on a purchase than we ever intended. You, too, can throw down the gauntlet by showing your prospect the project's donors list. This list is usually divided into categories that start with Friend, proceed to Patron, followed by Sustainer, up to Benefactor. You might even highlight names of the prospect's friends who are listed in categories higher than that of her most recent gift. Above all, use your imagination. And if you sense resistance, be prepared to change course and use another technique.

Reprinted with permission from How to Get Anyone to Do Anything. Copyright © 2006 by R. Philip Hanes, Ten Speed Press, Berkeley, CA