Fear of Fundraising
Supporting Volunteers
In Making the Ask
By Jennifer Furla, Executive Vice President
Midwest Region
Okay, it happened. Actually, it’s happened three times in recent months. Organizations and individuals I care about asked me to help raise money and support for causes I care about. Even as a seasoned fundraiser, there was that moment right after I hung up the phone agreeing to the task that I wondered, “What am I doing? Am I really up to this?”
The tasks were straightforward enough: To secure increased annual pledges for my church; to fill a table for a major gifts event for my son’s youth group; to help a friend connect with influential individuals to help promote her cause. With each, I could quickly identify the prospects and envision the approach, but a lingering pang of conscience gently tugged at me: “Can’t let them down. Make sure you get right on it and follow through. Be sure you practice what you preach.”
Few of us were born fundraisers. Many of us – by virtue of training and practice – are much more comfortable with the thought of asking peers to support worthy causes. But even with the most practiced volunteer, we are well advised as development professionals to keep in mind that volunteers need – and deserve – support in the solicitation process.
- Understand the volunteer’s role. People give to people, and solicitations are always more effective if they are conducted peer to peer. The volunteer can open doors to new prospects and, by example and by sharing their passion, inspire others to give.
- Help the volunteer have confidence in the organization and the need. A strong case and a compelling mission are at the heart of successful fundraising. While the volunteer does not need to know all the fine details of the organization, program or project that is the basis of the ask, they do need to have sufficient experience or understanding of the work you do so they can effectively “tell their story” and relate why they are passionate about what they are asking for.
- Help volunteers understand the process and dynamics of the gift solicitation. All major gifts training begins with some form of understanding the “science” of fundraising. There are myriad variations of time-tested formula and criteria for staging a successful solicitation. From prospect identification and appraisal, to the approach, to the actual solicitation call, help the volunteer understand the process – and what she or he can expect throughout.
- Provide opportunities to practice – and support the volunteer by accompanying them on the ask. Fundraising gets easier over time. It’s a skill you can study and improve. So, it’s axiomatic that you hone the “art” of fundraising with practice. Practice can occur through role play, but there’s really no substitute for the real thing when it comes to asking for money. In this, you should support the volunteer by accompanying them on the call, and by reviewing with the volunteer beforehand the elements of the call and what aspect of your organization, project or program is likely to appeal to the prospective donor.
- Give the volunteer a chance at success. Success is contagious. Nothing boosts a volunteer solicitor’s confidence like an early “yes” to a request for a hoped-for amount. So, in helping a volunteer identify prospects whom they will approach, encourage them to start out easy. Begin with a prospect who is likely to readily agree to support your cause or project, and with whom the volunteer feels comfortable.
Not long ago, a nonprofit development staff told me of a clever use of a technique that helped volunteers become comfortable in training for solicitations. Inspired by a “brand-connector” of a well-known national retailer, volunteers were given “Easy” buttons to push each time they accomplished a solicitation role play and found it easier than they’d feared. The volunteers became so engaged in the chance to push the “Easy” button, their fears of asking for the gift melted away.
While an “Easy” button may not be your cup of tea, with practice – and the right staff support – your volunteers can overcome the Fear of Fundraising and catch the contagiousness of helping to secure gifts for your organization.
