Making the Ask: The artful science of high-value fundraising

by Bernard Ross, Clare Segal

Overview

If you’re a fundraiser or social entrepreneur keen to secure large gift for any kind of social cause you need to be able to ask the right people for the right money in the right way. But how do you do that?

In this ground-breaking book, global experts Bernard Ross and Clare Segal share their approach - used by major fundraising organisations from UNHCR in the Middle East to MSF in the US and from UK’s Oxford Universityto MEF Museum in Argentina – which has been used to secure gifts up to $110m in a single ask.

Whether you’re an experienced fundraiser looking for new ideas, a newbie keen to get to the right approach fast, or a board member anxious to help out, you’ll find the answers you’re looking for inside. The book also has a special social bonus - every copy you buy will result in a donation to the WHO foundation to pay for a Covid 19 vaccine in a developing nation. “One reasonably useful book = one life-saving vaccine.”

Product Details

ISBN-13:	9781788602372
Publisher:	Practical Inspiration Publishing
Publication date:	06/15/2021
Pages:	268
Product dimensions:	5.50(w) x 8.50(h) x 0.75(d)

About the Author

Bernard Ross is a co-director of =mc consulting, a management consultancy working worldwide for ethical organisations.

He co-authored Breakthrough Thinking for Non-Profit Organisations with Clare Segal which received the Terry McAdam Award for Best Non-Profit Book in the USA 2004.

The Influential Fundraiser was nominated as one of the top 5 ‘must read’ non-profit books in the New York Times online in 2009. Most recently Global Fundraising, edited with Penny Cagney, won the Skystone Prize for Research and was published in China in 2018 by Shanghai UniversityPress. Strategy was published by the Financial Times/Pearson in January 2016.

With Omar Mahmoud, Head of Global Knowledge at UNICEF International he wrote Change for Good- behavioural economics for a better world, published by semioscreation/=mc in March 2018.

With his talented colleagues at =mc he has created global strategies for the International Federation of Red Cross and Red Crescent Societies, WHO, Amnesty International, Médecins Sans Frontières, and UNICEF international. As a fundraiser he’s raised money to refurbish France’s most famous monument, for a museum to house the world’s largest dinosaur in Argentina, and to save the last 800 great apes in Africa.

Clare Segal is a co-director of =mc consulting.

Her key areas of expertise are communications and personal coaching for charity and NGO leaders. She has pioneered writing high impact fundraising cases using psychological insights for a number of leading charities in the environmental, child protection and healthcare areas. These cases have transformed the impact of charity communications for major donors. Among the charities she has helped are NSPCC, WWF, Save the Children, UNICEF International and the Alzheimer’s Society.

She co-authored Breakthrough Thinking for Non-Profit Organisations with Bernard Ross which won the Terry McAdam Award for Best Non Profit Book in the USA 2004 - the only time Europeans have won this award. Also with Bernard Ross she has co-authored a number of books most recently The Strategy Workout, part of the prestigious Business Gym Series published by Pearson, 2016.

Prior to setting up =mc she was an award-winning video producer and director winning ‘Best Community Video’ award twice in the UK for multi-media work on sexism and volunteering.

Table of Contents

Preface xi

Making the ask: 20 power tools xvii

Chapter 1 Passion 1

Tool 1 Create a powerful emotional anchor 6

Tool 2 Establish your personal brand 14

Tool 3 Create a philanthropic PIN code 20

Tool 4 DOSE the prospect - become a donor drug dealer! 33

Chapter 2 Proposal 41

Tool 5 Build an =mc story arc 46

Tool 6 Hold out for a hero 56

Tool 7 Price your philanthropic propositions 62

Tool 8 Check for (sticky) SUCCESS 74

Chapter 3 Preparation 93

Tool 9 Develop a well-formed outcome 96

Tool 10 Set out your LIM-its 108

Tool 11 Flexibly reframe 114

Tool 12 Link think, feel, do 131

Chapter 4 Persuasion 139

Tool 13 Try philanthropic pre-suasion - prime for success 141

Tool 14 Pay absolute attention with the silent listen 149

Tool 15 Build rapid rapport 158

Tool 16 Match language style - switch sensory systems 172

Chapter 5 Persistence 187

Tool 17 Pivot perceptual positions - choose another angle 189

Tool 18 Anticipate killer questions 204

Tool 19 Call your mental mentors - ask for help 208

Tool 20 Manage the nine fundraising 'no's 213

Final summary…and bonus tool

21: Ask three questions 221

Books and online resources 225

Acknowledgements 235