50. How to Conquer The Ask: Five Key Steps of Solicitation - Lindsay Simonds
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Overview
Meet Lindsay. She knows what we're all thinking: sometimes mustering up the courage to make “the ask” can be intimidating. She gets it, because she's been there in past roles, including serving as a VP at a leading global fundraising and management firm. She'll talk us through the 5 Steps to Mastering the Ask, high value relationships & give us some tips to pivot if the solicitation takes an unexpected turn. If you've ever stressed about an ask at any level - this episode is your jam.
Today’s Guest
Lindsay Simonds, Founder, LSC Consulting and Host of Creating Community for Good Podcast
“The ask meeting isn’t about convincing them. Your conversation should be about strategic questions. This is a time to clear the air, talk through any more elements, and answer questions.”
Lindsay’s background and journey to her development career
5 Steps to Help You Master Fundraising and Conquer the Ask
Tips for Major Gifts Officers, and a step by step walk through of an “Ask” meeting
Verbatim answers to each potential donor response
Practice: Ask someone to do something that they don’t want to do. For example, drive you to the airport
Lindsay’s Podcast: Creating Community for Good
Lindsay’s One Good Thing: Start everything with mindfulness and gratitude.
Powerful Quotes:
“My family had an ethos that we cared about the community and cared about those that needed our help.” -Lindsay
“If you are a fundraiser keep going. Do not stop, you may slow down or pivot, but don’t stop.” -Lindsay
“I take the truisms, rigor, and experiences I’ve learned throughout my career and bring it to serve my different types of clients.” -Lindsay
“When you make the ask, you stop talking. Be okay with the quiet.” -Becky
“The ask meeting isn’t about convincing them. Your conversation should be about strategic questions. This is a time to clear the air, talk through any more elements, and answer questions.” -Lindsay
“Control what you can control. The rest is up to how the donor responds.” -Lindsay
“Start with mindfulness and gratitude. Whenever you are starting a conversation, email, or just waking up in the morning, start with something you are grateful for.” -Lindsay
5 steps to Help You Conquer the Ask
+ MASTER SOLICITATION!
1. How You Show Up: Take a Moment to Get Your Head Right
Flex the mindfulness muscle. Think about how you are greeting the conversation you are leading. You are in charge of leading the energy, tone, pace, and feeling. Helpful Tips: strike a power pose, move your body, and go into the conversation with a healthy body and mind. Start right away your intentions and purpose for the conversation.
2. Figure Out What You Need to Bring
Every time bring your Case for Support, this is your framework and background and it is there as a resource for you. Bring a pledge form because you never know how the conversation is going to go. Make sure you are prepared with any follow up information they have asked for.
3. Manage Your Time Well & Answer any Questions
For a 60 minute meeting, you should spend most of your time answering any questions, and the final 15 minutes should be when you make the ask. Talk through strategic questions. Take all of the anxiety for the donor out. Get to the bonding, answering questions, and a discussion on the impact and mission.
4. Make the Ask
Ask once if they have any final questions. Then transition to inviting them to join you. Share why you are passionate about the cause and your commitment.
“I’d like to invite you, Becky, to join our campaign. Would you consider a gift today of $25,000 and that could be a recurring gift for the next 4 years of $25,000 for a total of $125,000. That would be a leadership gift that would help us open the school.”
Then you are silent.
4 Different Answers from a Donor and How to Respond
"Yes” - you have your pledge form there and ready!
“Not Right Now, but Yes Later” - document this. Explore when you could follow up with the donor.
“Not That Much” - that is OK. This is not about impacting your livelihood, it is about moving the needle on an endeavor. Explore what is meaningful and important to them. Give them the power, and every gift matters.
“No” - this is rare. Ask for feedback and explore the why behind their no.
5. Close the Meeting With a Bow
If the donor doesn’t provide a response or they need some time, respond with: “I’m not looking for an answer today, how about the same time next week?” Close the meeting with clear next steps. Set up another meeting then and there, send a pledge form, or make whatever next step is needed based on their response.
Sharable Graphic: 4 Donor Solicitation Responses + What to Say Next!
