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Time: 6 hours
Level: Masters
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 Introduction Resource- The starting point for this session is the very simple proposition that the vast majority of people become donors only when they are asked. You have to turn people into donors by providing them with suitable...
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- 1 Donor motivation Resource
- There is no such thing as a common donor motivation that organisations can simply tap into. Altruism, enlightened self-interest, nostalgia, righteous indignation, or even fear may come into it. And this...
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| | 2 Asking someone for something: the core skill
- 2 Asking someone for something: the core skill Resource
- A simple question goes to the very heart of your work in winning resources and support: how do you ask people for something? You are fundamentally in ‘the asking business’ – so what are the core processes...
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| | 3 Asking lots of people for something: key issues and choices
- 3.1 Introduction Resource
- This section applies the framework of the process approach outlined in Section 2 to asking for resources and support from large numbers of people. How can you create opportunities to give that will turn...
- 3.2 Knowing who to approach Resource
- The business of knowing your prospects so that you can address your request to their particular motives, aspirations and concerns is even more challenging when you are dealing with large numbers of people....
- 3.3 Deciding what to ask for Resource
- What you ask for will very largely determine what you receive. You are therefore faced with a crucial but complicated set of judgements and choices in translating your overall requirements into suitable...
- 3.4 Communicating your request Resource
- There is a real tension between being both personal and impersonal at the same time, appealing to individuals as you appeal to thousands. The widespread aversion to junk mail, telephone selling and email...
- 3.5 Building the relationship: developing your donors Resource
- Donor development is all about ensuring that you and your donors get the most you can from your relationship in ways which are mutually agreeable and beneficial. It is the process by which, from their...
- 3.6 Extending and sustaining involvement Resource
- Whatever framework you adopt, donor development is still essentially part of the asking business. You are asking people for more resources and support. But there are some specific ingredients to bear in...
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- 4.1 Introduction Resource
- Big gifts are often seen as the ‘Holy Grail’ of the donor development process. Journals, seminars and colleagues all hint at the glittering prizes available and rumours abound of the extraordinary largesse...
- 4.2 The ‘targeted’ or ‘top-down’ approach Resource
- This approach to seeking big gifts rests on being quite clear and determined about your objectives. If you want to secure large financial contributions – with five, six or even seven figures – then you...
- 4.3 The ‘maximum potential’ or ‘major support’ approach Resource
- It may be that your organisational resources and contacts do not permit a ‘top-down’ strategy of this nature. But that should not prevent you from adopting a big gift orientation. As you saw in relation...
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- 5 Legacy fundraising Resource
- Legacies are an extremely important source of income for many charities. In the UK they represent well over a quarter of the total income from individuals of the top 500 fundraising charities, with a particularly...
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- 6 Summary Resource
- Here is a summary of the main learning points from this unit:
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| | References and Acknowledgements | |
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