Ask More, Don’t Fear

Ask More, Don’t Fear

Let me share a fun fact with you: there’s an easy way to raise more money in 2019 with very little work. It’s worked for years, and it worked again in 2018…

Every one of our clients who Asked their donors for support more often in 2018 (compared to 2017) raised more net revenue than they did the year before.

And there were almost zero negative consequences. To be more specific, there was a complaint or two, a worry from a board member, and several unsubscribes from their email lists.

But those negatives were completely overwhelmed by the additional donors that were engaged and money that was raised.

The nervous fundraisers, EDs and organizations who weren’t sure whether they should do this were handsomely rewarded, with more net revenue for very little cost.

There were no breakouts of “donor fatigue.” No massive numbers of people unsubscribing.

These organizations just raised more money, were able to do more good, and learned more about their donors.

Which set them up for an even more successful 2019.

So in our continuing series of posts sharing what we saw that worked best in 2018, let me share this…

The easiest way to raise more is to Ask more often.

This means adding another appeal or two. Or more e-appeals.

Not replacing what you’ve been doing. In addition to what you’ve been doing.

Here’s an easy way to add an Ask:

  • Look at your fundraising calendar for 2019
  • Look for a gap where your donors don’t hear from you for a while
  • Think back through your most successful appeals and e-appeals last year (other than year-end)
  • Pick the most successful appeal that’s appropriate to send during the “gap” in your calendar, then create a version of that appeal to send in the gap.

What you’re trying to do here is add another appeal with the least amount of effort possible.

And if you want easy ways to improve all your appeals or e-appeals, download our free eBook, “Asks That Make Your Donors Take Action.”

Please Try It

Almost no one at conferences believes me when I say, “The easiest way to raise more money is to Ask a couple more times this year.”

Almost every organization has an awful, no-good, very-bad, organization-shackling assumption: that they can’t Ask their donors any more often than they already are.

It’s a bad assumption. Our clients have disproven it so many times I’ve lost track.

So please, try it. You can even just try it with an e-appeal, so there’s basically no cost. Track the results. Look at the expenses, the revenue, your retention rates, everything. You won’t see the negative consequences you fear.

And you’ll LOVE the amount of additional money you raise with very little work.

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