The Three Letter Word that will Bring Money to Your Nonprofit

Guest Post by: Jane B. Ford, The Joy Path and  Speaker at the February 10th Non-profit Toolbox Mini-Conference, and author of Get Grants Now

Don’t be Afraid to Ask

Do you know the number one reason why people donate money to nonprofits? It’s not to get a tax deduction or because they have received a heartfelt letter from a nonprofit. It’s not because they like the mission or know someone that the charity has helped. These are all good reasons and people definitely give based on them. However, the number one reason people give is that they are asked to give. In the words of Kim Klein, an internationally known fundraiser and the author of my favorite development books, there are two basic premises of fundraising:

1. If you want money, you will have to ask for it.
2. If you ask enough people, you will get your money.

This week I taught a “Basics of Fundraising” workshop where I focused on the importance of asking for money. As usual in my classes, I stressed that the students should ask people for donations who have a history of making charitable contributions. I also talked about my personal commitment to giving away ten percent of all I earn. I’m delighted to say that at least one person took my message to heart. How do I know this? She just solicited me for a donation to her nonprofit.

I am always amazed how few students or consulting clients ever ask me for money and am delighted when I find one that does. The nonprofit where this student works will receive a check (not a large one but ten percent of the fee I just received for a small project) because she under stood that ASK is the three letter word that will bring money to her nonprofit.

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