My daughter recently graduated from the eighth grade, and in the class parents’ group chat, my husband and I offered to host a party in our backyard for the graduates. “Pick another night,” one mom responded. “And make it in the evening.”
I often say a philanthropic disposition is like manners — to some, it comes naturally, some learn it over time, and some never really get it. I’m not familiar with this mom as a donor, but she could certainly use some lessons in manners. Had she asked politely, I would have been much more inclined to consider her request. This anecdote shows how the language we use can make a real difference in driving the outcomes we desire.
Fundraising is no different.
Here is some sample language we’ve developed at Raise Nonprofit Advisors to help our clients steer conversations with key donors to increase annual donations, secure major gifts, and nab committee members.
“Would you consider a gift of ___?”
Whether you’re targeting an increased gift or an aspirational first-time gift, you’re much more likely to get what you want if you ask for that number specifically. Even if you don’t get the full amount, the donor will probably stretch beyond what he or she initially had in mind to come closer to your proposed gift. Use wording like “Would you consider … ?” to soften your request and avoid seeming arrogant.
“I don’t presume to know if this is doable for your family, but I wanted to talk to you about a gift of ___.”
Approaching a potential major donor and not sure whether to ask for $1 million or $100,000? Afraid of putting the supporter off by asking for too much? Use language that shows you’re not sure. This takes off the pressure while still positioning the higher number as the ideal choice.
“I’m asking you to think about a ‘next level’ gift.”
Last week I met with a nonprofit launching a capital campaign that includes adding a second floor to one of the main buildings on its campus. A family had named the original building more than a decade ago, and the organization now wishes to approach that family about naming the second floor.
The development department had initially termed the gift an opportunity to “rededicate the building.” I suggested they put themselves in the donor’s shoes: To a donor, “rededicate” sounds like paying again for the same thing.
We recommended the group reframe the request as an investment in a next-level gift. In this case, the play on words adds a whimsical dimension: Instead of asking the family to recommit to something they view as already satisfied, the fundraisers are asking them to build on their initial gift to help the organization reach the next level.
“Our basic need is X; our dream is Y.”
Often when an organization embarks on a capital or other special campaign, the financial goal is not entirely clear. A range can help guide the fundraising goal at the outset until a critical mass of major gifts is secured and the target comes into focus. At the outset, you obviously want to aim high — but you shouldn’t overpromise. Stating your basic need and your dream goal covers you if the campaign ends up on the more modest side while still encouraging donors to think big.
“Would it be OK with you if ___?”
We are currently coaching a fundraising newbie whose responsibilities extend beyond development, as is typical for many small to midsize nonprofits. He is trying to pull together a new advisory board and asked one of the key prospective members to participate. “I’m away a lot this summer,” the donor responded. “I’d be happy to hop on a call instead of meeting.”
Now the efficacy of this meeting as a cultivation tool would be greatly diminished if it had turned into a phone call. To prevent this from happening, here’s what we suggested our client say: “Enjoy your travels this summer! Remote meetings just don’t have the same quality as in-person meetings. Would it be OK with you if we meet when you return? Can you suggest some dates?”
By asking if it would be OK, you are securing permission to suggest an in-person meeting, and by offering to meet later in the summer or early fall, you are addressing the conflict posed by the donor’s stated travel plans.
Experts traditionally recognize that excellent fundraising is both an art and a science. But you can improve your practice by throwing a little strategic “language” into the mix as well. Building your fundraising lexicon will help you strengthen your asks to get better results and engage more donors in your nonprofit’s important cause.
