Fundraising isn't about the ASK

The ASK is all about relationship and trust.

I have a lot of experience in nonprofit ministry wherein we are dependent upon others for support of our programs, operations, and our salary.  A difficulty of most organizations in this sector is fundraising; asking people for money.  I believe that is due to a lack of a focus on trust and relationships.

Much of nonprofit fundraising training and practice focuses on marketing and communication.  Too much, I think.  What that focus may not clearly understand is that people want to be an integral part of the doing of good – of the ministry which meets needs and changes lives.  What they don’t want is to be seen and used as a “target.”  But all too often nonprofits see and use their clientele and donors as targets: one to do good to, and one to fund it.

Both our recipients and our donors want to have a relationship with us – but on their terms, for their purpose.  I think the secret of successfully providing services and responsible fundraising lies in how we relate to them. For both, respect must be openly given, without expectation of reciprocity.  How do we provide respect?  Through our relationship and building trust . . .

My learning curve began as a technical support missionary with Wycliffe Bible Translators as we learned their partnership development (i.e. fundraising) mantra of “Full Information, No Solicitation.”  When Leslie and I built relationships and communicated the mission and vision of Bible Translation, this brought buy-in and people desired to trust us with their investment. It didn't hurt that we traveled across the country with our four children in a '74 VW Camper and people we stayed with saw us interact as a family, warts and all.

This paradigm was clarified for me so powerfully today through a video from the TED Conference and an unlikely teacher of the ASK, “Amanda Palmer: The art of asking” (click to view)  I think you will understand as you share in Amanda’s experience in building relationship and trust as you watch.

Are you willing to become as vulnerable to, and trusting of your clientele and donors?  It's what the ask is really all about.