The book chunks the process of seeking support into five chapters following a sequence of passion, proposal, preparation, persuasion and persistence. Each chapter introduces four different power philanthropy tools. These draw on insights from disciplines like behavioral economics, neuroscience, and evolutionary psychology to provide fundraisers with a contemporary approach, miles removed from old school ‘moves management.’
Making the Ask builds on a previous work by the authors, The Influential Fundraiser, published 10 years ago. That book introduced a new model for influence using the sciences of neurology and psychology to transform the way fundraisers approached their work. Since then the =mc consulting team have developed the model, and offered linked training and coaching. The result is this approach has become the go to model used by fundraisers in the competitive markets of Europe and the USA. It’s also proved an invaluable aid for anyone seeking support in diverse settings like Ethiopia, Brazil, Mexico, Dubai, Australia, Thailand, India, China and many other countries and cultures.
“There are so many exciting developments in behavioural science that we’ve been able to build in to this new framework – the hard bit has been deciding what to leave out.” said Clare Segal, =mc consulting director, co-author.
The tools have shown their value over a decade of experiment and practical use with =mc consulting clients.
Bernard Ross, co-author and fellow director, said: “We’ve taken the opportunity when working on this book to test out some new approaches with our brave customers. We ‘re delighted to have helped, and been helped, by a number of national and international agencies working across a range of causes- humanitarian work, higher education, arts and culture, medical research, social welfare, social justice and basic science.”
The 20 Tools are organised in five systematic phases:
In each phase you’re offered a choice of four different tools- yours to choose depending in the situation. Each tool addresses a different behavioral or neurological bias.
Below is a diagram illustrating the 20 options. You can download a short version of this card Making the Ask.
Among the agencies who’ve been involved in the development of the book’s ideas are:
The authors already have a significant reputation in the not-for-profit world for their writing. The writing team have between them authored eight critically acclaimed books, including several award winners. Their first book Breakthrough Thinking won the Terry McAdam Prize for best non-profit management book in the USA. And Global Philanthropy won the Skystone Prize for Research.
This latest book has already garnered world-wide praise from leading experts in the field.
Books are great and can help with sharing ideas. But sometimes you need expert guidance to become truly outstanding. We have two ways to help more.
There is now a linked training programme available over two days — online or onsite — that can help teams or individuals tackle the challenging transformational ask to a major donor.
We can also offer one to one coaching for specific solicitations- something eve successfully done for World Animal Protection, Alzheimer’s Association USA, Dian Fossey Gorilla Fund, Age UK, Comic Relief, MSF Mexico, MEF Museum and more.