If You Want Money…Ask for Money

If You Need Money…Ask for Money.  Don’t Ask for Prayer.

Now, please don’t take this to mean, I don’t think it’s important to ask for prayer.  It is.  But if you’re writing an appeal letter and what you really need is donations, you have to ask for a donation.  It’s not enough to just ask for prayer or support. 

I worked with a hospice many years ago in one of the first contracts I did outside of the church world.  They had previously been working with a communications consultant and had two retired teachers as their fundraising and communications department.  

I wrote them an appeal letter and the first thing the executive director said to me was, “Well, the difference between a communications expert and a fundraising expert is that the fundraiser actually asked for money instead of asking for support.” 

The phrase that made my letter different was, “Would you consider a donation of $50 today to support the vital programs at Hospice?”  We received a higher-than-average response both in dollars and number of gifts than they had ever received prior.    

Turns out, a lot of organizations do that.  They leave out the one phrase or word because it terrifies them (or more likely makes them uncomfortable) to ask for money and say the word. 

Money.  Financial Support.  Donation.  All terrifying words to a lot of people. 

So, they soften it and just ask for support.  Or in the case of many churches, they ask for prayer.  Because that is easier and feels less uncomfortable for a lot of people. 

Some fundraisers included to be honest.  

Canadians in general are uncomfortable talking about money according to Michael Adams, and his extensive research on Canadian demographics and values.  You can dig into that more in my book (soon to be released) and in his books here.

So, if you want money, you have to actually ask people to give you money.  You don’t have to beat people over the head about it. 

In fact, it’s best if you talk about the good things their donations afford you to do, the impact, and then make the ask for financial support. 

That will always give you your best response.