5 Helpful Concepts for Successful Fundraising
The content in this article derives from Marcy Heim’s “Fundraising is a Team Sport” webinar hosted by Park Bank in November of 2024. Heim is the CEO of Art Asker in Madison.
People give from the heart, not from economics. When a need is recognized, the heart moves the hand.
To ensure your nonprofit’s mission thrives, every partner has a responsibility, opportunity, and role in creating relationships that foster understanding and engagement in giving. The board, together with the staff, can maximize the messaging and giving outcomes with those who share values and interests in investing in your impactful nonprofit.
This article explores five helpful concepts for effective fundraising:
- The Power of Words in Fundraising
- The Importance of 100% Board Giving
- Understanding Why People Give
- Marcy’s Signature Three-Sentence Ask
- Be a Grateful Recipient
1. The Power of Words in Fundraising
The language your organization uses doesn’t just shape conversations—it defines your culture.
According to Heim, “One of the most important ways we get things into our brains are by the words we speak and hear.”
So, how do you choose your words regarding outreach and prospective givers?
Words to Avoid
Certain phrases can feel transactional or even off-putting, creating a negative perception.
Here are a few words and phrases on Heim’s “icky” list:
- Hit up
- Put the arm on …
- The bottom line
- Loaded
- … ought to give
- … owes us
- Contacts per month
- Get into pockets
- Pick the low-hanging fruit
- Loosen the purse strings
For example, consider these statements:
- “Let’s hit up Joe, he’s loaded.”
- “You ought to give, your kids have had such a great experience here.”
How do you think they sound? More important – how do they make you or your board member partners FEEL about what you are doing?
Positive Alternatives
Instead, Heim suggests using language that reflects shared purpose and possibility. Try terms like:
- Approach
- Enduring
- Gift
- Consider
- Impact/Hope
- Meaningful
- Exciting/Passion
- Possibilities
- Partner
- Make a difference
- What do you think?
Now, what words are you using to talk about potential givers and gift opportunities?
Negative Terms to Avoid:
- Suspect
- Qualify
- Prospect
- Follow Up
- Strategy
- Move you
- Pitch
- Close
“Even though these words are part of professional fundraising vocabulary, I don’t like these words,” Heim said. “I’d rather talk about shared values and interests.”
Positive Words to Embrace:
- Prospective Giver
- Shared values and interest
- Giver
- Stay in touch, keep you informed
- Planned “touches” or connections
- Inspire you
- Explore a partnership
- Invite you to invest
2. The Importance of 100% Board Giving
A culture of generosity starts at the top.
“100% of your board needs to be giving, period,” Heim said. “If you don’t have a board giving policy, you need to have one.”
While Heim doesn’t specify a required dollar amount, she recommends board members make a gift that is “significant and meaningful for you – one you’re proud to share.”
Why does 100% board giving matter?
There are several reasons, primarily:
- People take their cues from leaders.
- Many funders require it.
- It demonstrates their pride in the organization.
- It is a tangible investment by the board, who along with the executive director, are responsible for the organization’s success.
“The whole idea, ‘I give my time,’ … thank you, that’s wonderful,” Heim said. “Staff members give a ton of extra time, too. Let’s add dollars to that – the solid financial investment of 100% of the Board is the most powerful demonstration that this is an organization worthy of the investments of others. It is WHY so many grant funders require 100% board giving.”
3. Understanding Why People Give
Successful fundraising starts with understanding donor motivations and ensuring everyone on your team recognizes them.
So, why do people give?
Some common reasons are that they:
- Believe in your mission and want to make a difference
- Are asked
- Believe you are stable and ethical
- Want to honor someone or something
- Want to extend their values
- Have high regard for the staff and volunteer leadership
- Want to belong to something and help their community
“People want to do good,” Heim said. “There really is joy in giving. We have to invite everyone to experience this and live it, which means we also have to live it ourselves.”
4. Marcy’s Signature Three-Sentence Ask
The “Artful Asker Cycles of Successful Relationships,” outlined by Heim, consists of eight key steps:
- Consider Shared Values and Interests
- Beginning the Conversation
- Creating the Joyful Giver
- Engagement
- Making the Artful Ask
- Invoking the Grateful Recipient
- Show Creativity
- Additional Interest
We’ll focus on Step 5: Making the Artful Ask.
The Three-Sentence Ask
When it’s time to ask for a contribution, Marcy’s signature method involves three carefully crafted sentences:
Name ________.
You have (Why ME?)
(compliment, service, giving)
“The first sentence has to answer the question, ‘why are you talking to me?’” Heim said.
You understand (Why THIS?)
(special connection to this request)
“The second thing is you must understand, ‘why this particular thing for this particular donor?’” Heim said.
Would you consider a gift of ____ (What?)
for/to __________. THEN QUIET.
“And finally, ask, ‘would you consider a gift of a specific amount to specific program?’” Heim said.
A Practical Example:
“Jim and Susan,
You have experienced the role sports play in the life of our students and with your own kids.
You understand that having staff and equipment to provide these activities is vital.
Would you consider a gift of $5,000 to help support our sports programs?”
(Pro tip: “No sentence can be longer than 17 words because that’s all our brains can take,” Heim said.)
“Understand that this 3-sentence ask will also help you find the words to ask for anything.” Heim said. In her workshops with high schools, it was used to get a “Yes” for a date to the prom!
5. Be a Grateful Recipient
“(When receiving a gift) It’s so important for us to say thank you, genuinely,” Heim said.
Heim posed the question: “Can you say, ‘thank you’ without your hand out?”
Certain ‘thank-you’ phrases can turn donors off by hinting at a future ask, such as:
- Thank you so much for your support. We hope we can count on you again next year.
- We’re so delighted to have you as part of our giving family.
Heim also advised against including donation envelopes with the first receipt letter, noting that these can discourage future contributions.
The takeaway? “Just be grateful.”
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About Marcy Heim: With over three decades of advancement experience, Marcy brings a sincere respect and energy for the transforming impact philanthropy can have on our organizations and throughout our communities. Recognized as an excellent and entertaining presenter, she combines her experience with a large, public research university, small independent schools and a variety of clients into thoughtful workshops, keynotes and coaching.