Making the Ask is built around 20 powerful tools designed to dramatically improve a fundraiser’s ability to make that ask and solicit successfully for support. The flexible tools work whether they’re being used online or in person, or for £10,000 or £10,000,000.
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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.”
What are the 20 Tools?
The 20 Tools are organised in five systematic phases:
- Passion– creating the ideal emotional state in yourself and your prospect
- Proposition– shaping and framing your idea or to make it easy to understand and identify with
- Preparation– getting ready to meet an individual and anticipating their challenges
- Persuasion– adjusting to the prospect’s communications and decision preferences
- Persistence– handling the prospect’s challenges and objections – to address and overcome them
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:
- Diane Fossey Gorilla Fund (DFGF): wanted to build a specialist conservation and education centre to protect the last 750 mountain gorillas in the mountains of Rwanda. The authors coached the President of DFGF to make successful $1M+ solicitations to several wealthy philanthropists including the billionaires Ted Turner and Larry Ellison.
- KidsOR: is a charity building a paediatric surgical unit and training surgeons, nurses and anaesthetists in every African nation by 2030. They need $100M in the next five years from major donors in Africa and wider. They developed their strategy and used the book’s learning to shape their powerful case.
- UNHCR: the =mc consulting team flew out to Dubai and worked with a specialist team, which has to raise $300M+ every year across the Middle East to meet the growing needs of refugees. Then session combined Making the Ask tools and techniques with Islamic philanthropic principles to help.
- British Heart Foundation: the authors trained the Chair and volunteer board of this major UK health charity to improve their ability and confidence to ask wealthy peers for their financial support. They were able to use many of the tools in the book.
- Stonewall: this UK-based campaigning equality agency offered to train 20 leading Southern African LGBTQI+ activists to make fundraising asks for a cause that is often dangerous or difficult to even mention in some repressive nations. The tools framed their ideas to engage potential supporters.
- University of Glasgow: having launched their first £1B campaign they wanted to make sure the whole development team were on board and had new skills and confidence. =mc consulting offered a programme to build skills, discipline and a shared approach through the 20 power tools
Global Praise
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.
"At a time of huge uncertainty and ambiguity and when charitable income has rarely been under more pressure, along comes this essential read, packed with thoughtful insights and practical tips that will enhance any fundraiser’s ability to make a compelling and impactful ask for a major gift."
"Whether you’re a novice to the major gift universe or an accomplished and experienced fundraiser, Clare Segal and Bernard Ross’ compelling 5Ps framework with 20 practical tools will change the way you perceive your donors and ultimately make your relationship-building approach more effective... and successful. There is great learning in this book for everyone! And I will definitely make it a mandatory reading for my Major Gift Officers."
"Making the Ask is a brilliant guide and a must-read for all major gift fundraisers, especially in Asia where HNWIs philanthropy is experiencing rapid growth. This is an amazing work."
"A powerful, practical and enlightening book that is packed with fundraising nuggets! It will leave you fired up and raring to go. Definitely the best fundraising book I have read in years."
"Bernard and Clare just ‘get’ fundraising. Their advice is based on research, evidence and practice, and explained in an accessible format. Every fundraiser, regardless of sector and experience, should read this book and keep it in their fundraising toolbox."
Keen to learn more or actually try the techniques?
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.
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Authors
- Bernard Ross (17)
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