I recently discovered this blog posting from a year ago at The NonProfit Times with several hints on how to ask for donations when the economy is down. It’s as relevant to nonprofit organizations today as it was a year ago. In fact, the advice is sound no matter what the economy is doing! In a nutshell…

  • Be Friendly — Yes, the economy is filled with bad news. You don’t have to be! Everyone can use some upbeat, positive energy. If you exude confidence and optimism, you will help your potential donor have some too.
  • Get Face Time — It is easy to ignore an email or letter, much harder to ignore a live person talking directly to you. So spend some time in order to ask for those donations.
  • It’s Tax Deductible — This can be a big selling point for some donors, so if donations to your organization qualify, be sure to mention it AND be ready with a proper receipt.
  • Sell the Benefits — Don’t forget to tell them the WIIFM (What’s in it for me?). If they get a mention in your newsletter, advertisting at the field, or on your website, be sure to explain in business terms. “A weekly newsletter with a circulation of 750 local residents.”
  • Incentives — Closely related to benefits, if you can provide a special incentive — such as a joint press release or other publicity that will provide business to the donor, be sure to offer it.
  • Build Relationships — Asking for donations is far easier if you have established a relationship with the donor. Don’t ask for money every visit. On the first meeting, spend the time informing and learning. Build the relationship over time, and soon it will be possible to add them to your list of ongoing donors.

And a couple of my own:

  • Donations in Kind — While it may be difficult for some donors to part with cash right now, be open to asking for donations of services or products. If your organization can use the product or service directly, great! If not, you can use the donated items as incentives or premiums to get cash donations from other donors? (Free Car Wash with $50 donation.)
  • Volunteers — If you get a “we can’t donate this time,” be prepared with a volunteer opportunity — “Can you volunteer on Saturday next week to help us get the monthly newsletter addressed and mailed?” If they can’t donate money, perhaps they will donate time.

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