The Pitch Episode 32: Don’t Fear the Direct Ask

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If you have a captive audience in a room and you lay your life’s mission on the line do you close with a pitch for money or close with a “have a good night”? Learn how to overcome the fear of the direct ask in fundraising.

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If you have a captive audience in a room and you lay your life’s mission on the line do you close with a pitch for money or close with a “have a good night”? I’ve worked on many fundraising events with charitable organizations where I’ve had to get them to rethink the value of the direct ask and how to pitch to a captive audience. The shift in perspective I always share with them is this: By not asking for money, you are doing the audience a disservice by not giving them the opportunity to give. You see, most people are not in jobs where there is some life-changing mission and they aren’t involved in organizations that give them this outlet to give back, but as human beings we are all wired, even if it’s deep down inside, to give. Before you close a fundraiser, ask the audience to contribute to your cause. Tell them specific ways they can give through their talents, time or treasures. And outline for them the exact amount of resources you need to accomplish your goals. “The Pitch” challenge today: Take some time to journal how you felt the last time you contributed to an organization, other than your own. What inspired you to give? What prompted you to contribute? Use this exercise to remember, that by not giving others the opportunity to give you are selfishly keeping the joy that comes from giving to yourself.

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