New DVD teaches board members, volunteers to ‘Ask Without Fear.’

By Margaret Battistelli Gardner

Fundraising consultant Marc Pitman, publisher of fundraising coach.com, is a fan of keeping it real. His book, "Ask Without Fear!" is based on the acronym R.E.A.L.:

Research (your goal and your prospects)
Engage your donors
Ask
Love them (after all, even if they say "no" it may only be a "no for now")

Armed with that seemingly simple information, Pitman believes, "anyone can ask." Pitman's first DVD, based on the book, is geared toward helping teach board members and other volunteers how to be effective fundraisers.

"I start out with why I feel fundraising is an amazing privilege," Pitman says. "And I really do. We get to talk to people about their values and hopes and the legacy they want to leave. Who wouldn't get excited about that?!

"There's also a section on the DVD that staff members can play to get their boards to help them with a very specific prospect research exercise," he adds. "I give the instructions right to the board. I think this clip alone will be amazingly powerful for helping nonprofits get their boards more engaged with fundraising."

Here, Pitman talks about board members and fundraising.

FundRaising Success: What is the biggest stumbling block when it comes to boards and raising money?

Marc Pitman: I think the biggest stumbling block is fear. We've all been asked poorly. And board members don't want to be "that guy" to their friends. What is most helpful is reminding board members that their passion for the organization puts them most of the way along the path of effective asking. And even if they don't ask the dollar amount, they can be very helpful as "door openers," introducing leadership to influential friends and staying with them during the ask.

It's fun to watch board members come to life when they hear this and see a simple way to ask!

FS: You mention that fundraising is a fun process and not a sales call. What's the difference?

MP: There are lots of similarities between sales and fundraising. (I know … I'll get hate mail for saying that!) But I see the biggest difference right at the ask. We have to ask a specific dollar amount and then shut up. Most sales trainers say, "He who talks first loses." It's not like that with fundraising. This isn't win-lose. But we still need to shut up. We've just asked a person to do something they've never done. We need to give them the time and space to process how they could possibly make a gift. Our silence gives them that space. They'll let us know when they've processed enough by being the first to talk.

FS: There is a section on donor objections. How can fundraisers anticipate them and respond appropriately?

MP: One of the most helpful things a fundraiser can do is realize that giving to their cause isn't "self-evident." If it were, their job wouldn't be needed. So I encourage fundraisers to PYITS: Put Yourself in Their Shoes. Look at your ask or your direct-mail package or your Facebook page from their perspective. Would you open the envelope? Would you help? If not, fix it before you use it!

Another fun way to overcome objections is to get your board or team together each with a stack of Post-its. Have them write one objection per Post-it. When they're done, they can put them on a blank wall. Once everyone's Post-its are up there, start grouping them into themes. There are usually only five to seven themes (although one university I did this with did come up with 10). Once you know the common themes, you can brainstorm answers. You get the benefit of all the people in the room.

You can also revisit your case statement and fundraising materials with an eye to answering these objections before they're given. I'm working with a religious community that knows an objection for some donors is, "My kids no longer go to your parochial school." So they're highlighting families that realize the religious community makes the school possible and are still investing years after their kids graduated. This is just one way you can start answering objections before the donor voices them.

FS: What is the best advice you can offer when it  comes to empowering boards to participate in fundraising?

MP: Be very specific with what your expectations are. What are you asking them to do? Are you asking them to do a specific number of solicitations? Or are you measuring how much money they raise? Give them lists with pertinent information. And provide accountability. A simple but effective idea is to have one board member ask each board member personally at every board meeting how many calls they made or how much they brought in. Most board members are successful in other areas because they've been accountable for results. This is one way to help. (But not in a dictatorial way. It needs to be more of a "we're maturing as a team and are all in this together" thing.)

FS: What is the best advice you can offer when  it comes to, in general, "asking without fear"?

MP: Fundraising is incredibly rewarding. We get to try to get to know donors well enough to figure out what aspect of our nonprofit would be the best "fit." Sometimes all we have is the time it takes to drink a cup of coffee. But once we see the donors' eyes light up with the joy of being able to invest in their values, it gets addicting.

So don't be afraid of the fear. Courage isn't the absence of fear. Courage is moving through fear. Once you've done your research and engaged a donor, you'll have a much better shot at making the right ask.

Your nonprofit is worth it. The work you do is worthy of other people's investment!

For information on the "Ask Without Fear!" book and DVD, go to fundraisingcoach.com. FS