The Ask (Element #3)

When we ask people to increase or renew their financial engagement with us, we know there are a number of methods that can be used: Virtual meetings, face-to-face meetings, letters, texts, etc.  And it’s easy to jump into form before attending to function. 

Functionally speaking, there are several other timeless dynamics to remember as we create the form of the ask.  People give to people justified by a cause. People want to know concretely how you most need help. People love being part of what God is doing. 

So we know that our ask needs to include the following: 

• The why behind the ask
• Your needs in numerical terms
• The Ask
  
• How to give
• Timing needed

General fund-raising wisdom emphasizes that face-to-face, virtually, or in person is best, yet it would be impossible for us to phone or meet with our entire team.  This is the busiest season of the year for just about everyone on the earth.  So while we need to identify key people to target for personal meetings, the bulk of our people need to be reached by written communication.  The fact is, even our key people are honored by a written request.  There has been a great deal of data on this process. The "Ask" is not just for your top 20. It's for your whole network.

What the ask is depends on the group of individuals you are sending it to paired with what your need is. The medium of how you send the ask can be determined and contextualized by whom you are sending it to. It can be physical letters, handwritten cards, email, and private messaging via social media platforms. This is about cultivating relationships and presenting others with an opportunity to engage with it on a deeper level.

Crafting End-of-Year Ask

Elements of the ask communication.

• Vision or hope - This relates to the “why.”  Effective End-of-Year ask letters help potential donors see the connection between their gift and the meaningful impact of their partnership.   Most letters include a three to five line story of someone who the ministry partner has impacted.  A life change or transformation story. Remember, people give to people justified by the cause. 
• Your need  - Spell out what you hope God will provide for you and your family at year-end and what specific purpose it will serve.  Pick a main need that will be funded.  The description of this should be conveyed in 1-2 sentences.  Perhaps you expect a new baby, a move, a pair of braces for the kids, or a new-to-you vehicle.   Now, also consider the tone of what you ask for.  Many people say it's best to be vision-driven rather than crisis-driven in our requests. Vision-driven items include things that let you expand in your ministry, like new meeting space, next-level strategic conferences, materials that meet a key ministry objective, and an upcoming expansion.  Crisis-driven requests incorporate words like need, shortfall, lack of funding, low support, backpay, and deficit. If your ministry has exhibited repetitive stories where crises seem like the norm, the donors may fatigue and lose confidence in you, so consider how often you seek crisis response.  Yes, we want to involve them in our needs and crises.  There are also many who want you to finish strong and are happy to help with funding shortfalls.  Regardless of the item you hope to fund, we encourage you to seek funding toward needs that are near $10,000 or more.  
• The ask - It needs to be clear and concise. This is where you customize the ask based on your donor category.  The ask should fit concisely in two to three lines on the page. 
  • Recurring donors
    • "Every day, we are thankful for your generous partnership with us.  We know you are with us throughout the year, and as a partner, you would want to know about our special needs. If making a special end-of-year donation is on your heart, we want you to know how much it helps us." 
  • Inactive donors
    
    • "You have been an invaluable partner in the ministry in the past.  We couldn't be here without you. As we approach the year's end, would you consider joining us again as a regular donor?"  (Or providing generously for this special need? )  
    • If you ask for regular giving, follow up by phone or in person. 
  • Special gift donor
    • "We are so thankful for how you have helped with our needs in the past.  As we approach year-end, would you consider repeating your gift?" (Or would you consider giving between $500 and $2500 toward this need?) 
  • People who have never been asked 
    • "We would like to meet with you personally and tell you how you can participate in this ministry with us.  We will call in the coming days to talk more with you about this."  
    • This means you need to follow and invite these new potential partners to join your team. 
  • People who never responded to your ask
    • "Would you consider joining our financial ministry team with a gift of $250-$500 to help meet this special need?" 

• How to Give - include giving links for online giving and how to get in touch with you.  Many letters include a stamped self-addressed envelope in your mailing envelope for a check.  This is well worth the investment. See How to Start Giving for all the different ways giving can be set up.

Here are a few great examples:

See End of Year Ask SAMPLES

Some potential phrases

• As we come to year-end, would you consider a gift toward our special needs?
• Would you consider increasing your giving? (This is probably most successful paired with face-to-face or voice-to-voice follow-up.)

Can I still send a Christmas card? 

Christmas cards that do not include an ask can be a wonderful part of your ministry team cultivation plan. If Christmas is too busy for you, consider a Happy New Year's card (with a picture) that arrives after Christmas. That's in time for year-end giving.  Bonus points for including a handwritten note in your card. Holiday greeting cards can be sent to all of your contacts, regardless of who receives your end-of-year ask. If you're out of the country, try a service like PrayerLetters.com or Chalkline, or ask one of your non-financial supporters to help you send this mailing.

Here is a sample of a field worker's Christmas card. 

FYI: Reliant mails a Christmas card to your financial supporters each year. The main purpose of this is to thank them and ask them to remember their Reliant field workers when they're doing their year-end giving. Note, Reliant's card does not mention your name specifically, as many of our donors support multiple Reliant field workers.