Loving the “ask”…
Imagine putting months of work into planning and gathering donations for a silent auction fundraiser. You put in the leg work–collected great auction items, set starting bids, strategically planning everything according to a specific fundraising goal. You carefully invited guests and supporters to participate. The big day arrives and everyone eagerly arrives. Much to everyone’s surprise, there’s no way to bid.
Does this sound downright insane? The answer is most definitely a yes… because nobody does this!
Take this unbelievable scenario and instead say the event is a large fundraising gala. Imagine planning, strategizing and organizing this event for months. You carefully budget to rent the fancy venue, purchase catering, and book a fantastic keynote speaker. The night surprisingly runs very smoothly without any major mishaps. Guests enjoy a fun evening, learning about your cause and being inspired by your nonprofit’s impact. At no point during the event do you ever actually ask your guests for their financial support. Your guests leave with good feelings and more awareness, but you end the gala with no more funds to fuel your mission than you had before.
Can you picture this scenario?
.….yes. It’s nearly the same scenario, but this one is unfortunately more believable because it’s not uncommon.
Jim Dempsey, a veteran in the nonprofit world who’s served as Senior Development Director at Cru, states on his podcast that he suspects 85-90% of Christian nonprofits do this at some point. It’s not unreasonable to believe this number when you consider how many small, even medium-sized nonprofits, operate without designated donor development teams or even fundraising experts.
Still, why would an organization plan such an event with only high hopes for raising funds and not ask for donations? There are a few typical reasons behind the phenomenon of nonprofit organizations failing to make an “ask”, even when most people would expect one.
Behind the phenonemon
Uncomfortable with money talk
Discussing money or finances can be a hush-hush topic, especially in church. Scripture doesn’t actually follow this example, though. In the New Testament, Jesus and Paul are very comfortable talking about money–not as a means in itself but as a way to glorify God. If money is used to glorify God, it’s worth talking openly about!
Fear of rejection
The fear of hearing a "no" can paralyze even the most seasoned nonprofit leaders. They see a no as a permanent closed door or equate a “no” with absolute rejection. In reality, a person may love your cause but say no for a multitude of reasons. A no is not always a rejection.
Sometimes, a “no” is timing related and could be more a not-right-yet. Other times, the no is a moment of clarity for your donors. If after being asked for a major donation, they realize they truly don’t align with your mission and aren’t passionate about advocacy, that moment of realization is actually good. God may be using that moment to steer their “yes” elsewhere. That is okay for you and for them!
Inexperience in soliciting donations
There’s an art to making the ask–what to say, how to phrase it, when to ask. If you don’t feel comfortable in your fundraising experience or knowledge, you might avoid asking for donations if you can help it. Kimberly Lewis of Goodwill Industries of East Texas, Inc. says in this Forbes article that a main reason why donors don’t give is that they are not asked.
It’s common for nonprofit leaders wearing many hats, carefully growing and existing off limited budgets, to not yet have an expert solely dedicated to donor development and fundraising. In this void, organizations can lack a solid donor development plan or even just lose track of the last time a newsletter with a request was mailed. This can all result in simply not asking supporters to donate.
Why we embrace the ask:
Call us weird, crazy people, out of sorts.. Whatever you wish. At Compel You, we love making the big ask. We find joy in it! We like to remind nonprofit leaders that you are placed in positions of stewardship. Yes, using funds and resources within the organization is important for wise stewardship. But you are set in a unique position to also steward discipleship opportunities around generous living.
Extending invitations to partner with your organization by way of significant financial support is offering people opportunities to sacrificially give. It’s inviting brothers and sisters-in-Christ into steps of faith and surrender–allowing them to not only see the bigger picture of your mission, but experience being part of it.
The Three Asks We Make
Not every “ask” in the donor development world is centered on financial giving. When working for our clients, we reach out to donors on their behalf and typically have conversations around one of three types of asks that include:
1. Increased Giving: Encouraging supporters to increase their financial commitment, when appropriate, to the organization, allowing for greater impact and sustainability of programs or initiatives.
2. Referrals: An ask to share names or refer other like-minded individuals and organizations in their network that we can reach out to, expanding the reach and influence of its mission.
3. Advocacy: An ask for advocacy where donors almost operate as fundraisers to crowd-fund and rally people together, championing the organization and using their influence within their sphere.
Each of these types of conversations are crucial to building thriving, engaged donor bases. Neglecting the “ask” only hurts fundraising efforts, confuses your supporters, and limits your ability to sustain + grow your mission.
If you find yourself overwhelmed with fundraising goals and would rather bury your head in the sand rather than make these “asks”, it’s time to lighten your load with expert help.
Schedule a discovery call with us today to learn how Compel You can help you grow your Christ-centered mission and alleviate stress around fundraising. Our creative fractional approach to donor relations and fundraising strategies keeps donors engaged and giving to Christ-centered organizations–at a fraction of the cost.
If having conversations around financial support and increased advocacy stirs up dread inside, we encourage you to look at them through different lenses. View these requests as invitations into partnership and community. When your people catch a vision of how God is moving through your organization’s work, it’s a blessing to them when they’re asked to be included.
Opening the Door to Advocacy
Asking donors for referrals is not about getting more donations. Not fully, anyway. Seeking referrals is about opening new conversations around advocacy. Inviting your supporters to move from the act of giving financially into also using their voice and sphere of influence is a powerful way for them to become fully engaged in your mission. This is the real value of asking for referrals.
So how can you open these conversations with your givers?
Here are 7 ways to be thoughtful and intentional in how you ask for donor referrals.
Ask Creative Questions:
Remember, you are opening the door to a conversation about advocacy. You’re not just making point-blank requests to get additional funds from new donors. Ask next-level questions, like these, that encourage them to dive deeper into your mission:
Who else in your life needs to know about the mission?
What would it look like to not only use finances to support our mission, but what would it look like to open your network and invite them into advocacy with you?
What could it look like to be a host and open your home, inviting others to see the mission?
Does anyone else you know share a heartbeat for similar causes?
Would you mind introducing me to your pastor so I can start a conversation with them about our cause?
Could you introduce me to your employer so I can have a conversation around gift-matching?
Who to Ask:
Think about whether it’s beneficial to ask all your donors for referrals or a select group. According to donorbox.org, monthly recurring donors give 42% more than one-time donors. If you have a segment of regular givers, these are people believing in and dedicated to your mission. Often this is a good sign you’ve built a strong relationship with these donors and they may be the ones most open to conversations about sharing the cause.
Timing Is Important:
Choose the right moment to ask for referrals. (Have you answered these 3 questions to see if your timing is right?) Maybe you’ve just finished a critical fundraising campaign so to avoid bombarding your donors with more requests, you plan your ask for next month. Or perhaps you recently held a successful, engaging event that energized your donors! They left feeling excited to advocate more for your mission. Look for opportune moments when your donors are particularly engaged and encourage them to invite those in their network to learn about your cause. Be intentional in your approach, but don’t overthink it!
Make It Simple:
Simplify the referral process. Make it easy for them to share more about your organization by offering clear instructions and resources. Consider using a QR code on printed mailings. Did you know that around 47% of Gen Z and Millennial donors use QR codes on direct mailing to support their favorite charities? Offer pre-written email templates or language for social media that they can quickly add their own touch to. Go ahead, get creative! (Or reach out to us for a free call to see how Compel You can help.)
Acknowledge and Reward:
Regardless of whether referrals lead to new contributions, acknowledging a donor’s effort shows your sincere gratitude and reinforces their importance to your organization. If their referral resulted in a new connection or relationship, let them know! Did their referral lead to a partnership? Give credit where it’s due. Acknowledgment furthers a person’s feeling of belonging in your mission.
Respect Privacy:
When asking for referrals, respect the privacy and confidentiality of your donors and their contacts. Assure donors that their information will be handled with care and you will only reach out to referrals with their consent. Respecting boundaries is crucial for keeping hard-earned trust and integrity in your relationships. Give them a chance to reach out to their contacts first if they’d like. This shows you truly care about their relationships, and you’re not just asking for a quick, free donation.
Follow Up, Stay Connected:
If a donor shares some referrals, follow up promptly with the referred individual or organization to introduce them to your cause. At the same time, keep your donor informed about the progress of referrals and any resulting engagements or donations. This shows your appreciation for them stepping into advocacy. Don’t go radio silent. Your communication truly matters here! Even if a donor doesn’t reply, there’s a high likelihood he or she is still reading your messages. Regular communication demonstrates your commitment to transparency and accountability.
Asking for referrals is a valuable strategy for expanding your support base and amplifying your impact. But even more so, you’re inviting supporters to move beyond using just their dollars; you’re inviting them to put both hands in rather than one. Thoughtfully approach how you ask for referrals and you can build a strong community of advocates who are truly passionate about advancing your mission for Christ!
The Foundation of Donor Referrals
Before requesting referrals from donors, your nonprofit needs to lay a solid foundation. Read on to see if your organization can answer three key questions when it comes to healthy relationships with donors.
You’ve decided it’s time to grow your donor base through donor referrals. You realize this significantly widens your reach and impact. You’re ready to make plans and set them in motion. But what’s the best way to start?
If you find you’re hesitant to reach out to your current donors because you’ve not a clue what to say or when the best time to reach out is, pull up a seat at the table. You’re not alone. Asking for referrals requires intention and strategic planning.
One key idea to remember is donor development ultimately comes down to trust-filled relationships. That’s the foundation.
Donors are never “just” a source of funding. They are brothers and sisters in Christ that God is using to do His work. Asking your donors to share referrals is more than growing your network—it is a sacred invitation for them to become advocates for your mission, in addition to being givers. Sharing referrals shows an immense amount of trust by donors in your organization.
Before inviting donors further into advocacy, ask yourself these 3 questions:
1. Are you cultivating meaningful relationships?
Matthew 7:12 says “In everything, therefore, treat people the same way you want them to treat you…” It’s no surprise that Jesus’ words apply to the donor development world. Don’t go radio silent for months then show up unannounced asking for referrals. (Well, you can, but we don’t recommend it.)
Before asking for a referral, develop strong relationships with your donors. Show genuine appreciation for their donations. Regularly update them on the impact their support has. Pray for them, too. Building this trust and rapport is the bedrock for them to be comfortable recommending your organization. How you engage with donors mirrors to them how you’ll treat their friends and family.
2. Are you educating your donors about your mission?
Do your donors have a solid understanding of your nonprofit’s mission, goals, and impact? Can they explain what you stand for in a couple sentences? Provide them regularly with engaging stories and testimonies of how God is at work. Donors who are passionate about your cause and confident in your organization’s effectiveness are more inclined to advocate on your behalf.
3. Do your donors believe they’re integral to your work?
People often care less about the money they give and more about whether they feel connected. Hebrews 13:16 says, “Do not neglect doing good and sharing, for with such sacrifices God is pleased.” Remind your givers of the good work they are doing. Explain the good work you in turn are doing through their generosity. Strengthen their belief that without their generosity and advocacy, your organization wouldn’t be where it is now. Underline in your communications just how much you value their support!
The right time to ask.
If you’ve answered at least two questions with a yes, start asking for referrals with confidence! If you’re not quite there yet, nurture and strengthen those relationships before reaching out to your donor base. The best thing about genuine relationship building is it simply takes effort. Trust God with the process.
Doing your best to care for your donors but lacking time to do it well—or consistently? Schedule a free call with us! At Compel You, we love stepping in to fill your donor development gaps–at a fraction of the cost of hiring full-time employees.
Not sure what we mean? Read more about fractional hiring here. It’s our joy to help you grow and do Kingdom work alongside you!
Break Glass Ceilings with Donor Referrals
Expanding a non-profit's donor base is crucial for long-term growth. You know this all too well as a leader in your organization. But what direction should expansion take once you’ve tapped out your current donor base? Is now the time to cold-prospect?
Maxing out a donor base and breaking that founders’ glass ceiling is a common struggle Christian non-profits face as they grow. While cold-prospecting potential donors is certainly essential within fundraising plans, it’s not always the first or only step forward.
The quickest, most cost-efficient way for donor base expansion when you’re on the brink of asking for too much or too often, is gaining referrals from existing donors.
Did you know that in 2022, the largest source of charitable giving came from individuals? Individual giving, which totaled $319.04 billion, represented 64% of total giving. (Giving USA 2021 Annual Report) In a different study that asked donors the main reasons why they gave to an organization, 16% responded saying someone they knew directly asked them to donate. Take these stats and imagine the expansive networks of each donor. The opportunities for referrals are immeasurable!
Why leverage donor referrals before cold-prospecting?
Everyone loves hearing a good 5-star review from their closest friend. Why? Because they know that person and trust their experience. Referrals cut out, or greatly reduce, the cultivation factor in the cold-prospecting equation. When beginning a relationship with a potential donor that has no pre-existing connection to your organization, the trust building process requires repeated exposure and time.
Donor referrals are a powerful tool for non-profits as they come with built-in credibility. Often, your current donors will refer like-minded people who may share similar beliefs and passions for causes. In a world of competing causes and voices, when someone personally vouches for your non-profit and the difference it’s making, that’s equivalent to a 5-star review.
After referring a friend or contact, your donor may answer questions on your organization’s behalf or even address hesitations with stories of their own experience. These conversations often happen before your first contact with the referral, significantly reducing the time and resources your organization needs to spend moving a high-potential donor through the donor cycle.
Relationships are where the real magic of giving happens. If you’ve faithfully nurtured relationships with your donors, asking your donors for referrals is crucial to your expanding your donor base and fundraising growth plan. Don’t neglect the fertile ground in front of you.
Need expert help designing a fundraising growth plan that leverages donor referrals? Schedule a free call!
Why hire fractional donor development?
As the leader of a Christian non-profit organization, there are several compelling reasons to consider hiring fractional donor development representatives. Fractional staffing refers to hiring part-time or temporary professionals to fulfill specific roles within an organization
As a leader of a Christian non-profit , there are several compelling reasons to consider hiring fractional donor development representatives. Fractional staffing refers to hiring part-time professionals to fulfill specific roles within an organization. Here are some reasons why this approach might be beneficial for your Christian non-profit:
Cost Efficiency: Fractional donor development reps can be a cost-effective solution for your organization, especially if you're working with a limited budget. Hiring part-time staff on an hourly basis allows you to allocate resources more efficiently.
Specialized Expertise: By hiring fractional professionals, you can tap into specialized expertise. Donor development is a crucial aspect of non-profit work, and bringing in individuals with specific skills in fundraising, relationship-building, and donor stewardship can enhance your organization's effectiveness.
Flexibility: Fractional staffing provides flexibility in terms of adjusting resources based on the current needs of your organization. This is particularly useful during fundraising campaigns, events, or other peak periods.
Strategic Focus: Fractional donor development reps can be brought in to focus on specific strategic initiatives, such as major donor cultivation, planned giving programs, or targeted fundraising campaigns. This allows your organization to address particular needs without committing to a full-time position.
Adaptability to Fluctuating Workloads: Non-profits often experience fluctuations in workload, especially during certain seasons or when running specific fundraising campaigns. Fractional staffing allows you to scale up or down as needed without the challenges of hiring and laying off full-time staff.
Reduced Overhead: Hiring part-time staff can reduce overhead costs associated with full-time employees, such as benefits and office space. This can free up resources that can be redirected toward the organization's mission.
Diverse Perspectives: Bringing in fractional staff members with diverse backgrounds and experiences can provide fresh perspectives and innovative ideas for donor development. This diversity can be valuable in connecting with a broad range of donors.
Risk Mitigation: Non-profits may face uncertainties related to funding and economic conditions. Using fractional roles allows you to manage risks associated with long-term commitments and provides greater adaptability to changing circumstances.
Test and Learn Approach: Fractional staffing allows your organization to test different approaches and strategies in donor development without making a long-term commitment. This experimental approach can help identify what works best for your specific mission and donor base.
Focus on Core Competencies: By outsourcing certain functions to fractional staff, your organization can focus on its core competencies and mission-related activities, knowing that donor development is being handled by professionals with specific expertise.
In summary, hiring fractional donor development reps can provide your Christian non-profit with cost-effective, specialized, and flexible solutions to enhance your fundraising efforts and ultimately support your organization's mission.
Learn more about Compel You’s fractional donor development solutions HERE.