Nonprofit Leaders, Don’t Hesitate: Philanthropists Are Ready For You to Make the Big Ask

Why Now?

This year has seen 30 record stock market highs; the S&P 500 has gained 16 percent; the Nasdaq, 22 percent. And while the markets hardly tell the whole story, we note that the net worths of multiple of our philanthropist clients have increased significantly this year.

These clients are generous — and thoughtful — and understand that while recent financial gains might not be life-changing for them, they could do tremendous good for others in their communities. They’re also aware that traditional sources of funding – such as federal grants – may no longer be available for those nonprofits that have traditionally been grateful recipients.

It is in this context, and buoyed by this influx of capital, that these philanthropists are eager to find responsible, appropriate, and helpful ways to give. Whether it’s donating to an entirely new organization or seizing the opportunity to pay off a three- to five-year pledge early, donors are continually reviewing options. 

This is why we’re actively counseling nonprofit leaders to be brave in their philanthropic solicitations. If you’re in the nonprofit space, we encourage you to do the same.

Why Make The Big Ask?

Too often I see not-for-profit organizations pull their punches when asking for what they truly need to achieve the extraordinary. That’s understandable: asking for smaller gifts can feel less risky (and certainly less nerve-wracking!).

But that’s not actually what philanthropists want, especially right now. 

For the philanthropists I know, committing to a transformational gift is more efficient and rewarding. These donors understand that big results come from taking big swings. Further, it makes them feel good, as giving at any level does for any human being with a heart and a conscience.

So ask!

Ask straightforwardly, respectfully, with preparation — and with ambition — and without apology. But do not miss this opportunity to ask. Remember: the donor/nonprofit relationship is a continuous journey, a path you’re on together. Give donors the chance to start – or continue – walking with you.

And Don’t Be Afraid to Ask Again

I know that for many fundraisers, asking two times, even three times, during a campaign might feel ungrateful or grasping.

But if you’re on the development team, this is a terrific time to strategize second or third solicitations. In fact, many donors expect and want you to do so. They make initial gifts anticipating giving more down the road once they see how the funding plan goes.

So shift your mindset from the start.

Think of it like this: it’s not your role to make decisions for a donor by assuming their “no” is assured. Choosing not to ask – when you know there are legitimate areas of need that align with the donor’s interests – is, in its own way, disrespectful. It removes a donor’s opportunity to be generous and takes away their agency to decide for themselves. If you’re respectful, there’s no reason not to keep the conversation going. Indicate your gratitude. Ask if they’d like to continue building on the foundation they’ve created and extend the impact you’re making together. 

After all, if you’re doing good, collaborative work, your donor has already gotten to know you better – and may be absolutely delighted to accelerate and amplify their support. This is by no means uncommon; in fact, I see this several times a week. 

So never close the door..

And seize your courage. 

Your donors – and your communities – will thank you for it.