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October 1, 2009
Great story, weak "ask"
Watch the video. Then, read my commentary below.
This church did a wonderful job articulating its rich history, mission, and measurable acts of ministry. The intention of the video was to help the church bridge the funding gap between the $20k they had raised to date and the $160k needed to purchase a nearby lot. Further, the church defined exactly how it would use this money and gave high-level detail on the multiplying impact a facility expansion and relocation would have on its ability to meet the ministry needs of the community in which it exists.
BUT ... all its work was lost on a weak "ask."
1. There was no online giving option. For people like me, I want instant satisfaction. I don't write checkes (unless I have to). So for me to give to this cause, that means I have to write down a physical address, locate my checkbook, write the check, find an envelope, buy a stamp (not a regularly stocked item at my house), and then drop the envelope in my home mailbox or by the post office which is not conveniently located to my house. Too many obstacles to bother when I should have been able to go to a Web site or click through and donate immediately.
2. There was no date given when the funds needed to be available. In 4 minutes and 40 seconds, less than 30 seconds was given to actually telling people how and when to respond. Direct Marketers know that one of the best "buying" motivators is the fear of loss. Give a date! If you miss that date, then you're gift won't count. In my mind I'm thinking, "I want my gift to count, so I need to give NOW to make sure I don't forget."
3. Make it do-able for me, the little guy. All I know at the end of this video is that they need $140k more than they have right now to buy the land. That's a big sum of money for me. Will my $100 or $50 or $20 even make a difference? That deflates my willingness to believe I can help in this situation. During the ask, suggest gift sizes that are right-sized for everyone. (Wikipedia raised $2M the last three weeks of December 2009 over 50k donors. That's an average gift size of $40.) Don't underestimate the power of what I call "compound giving," that is when a lot of people give a little.
4. Ask me to post it on my social networking sites. Make it easy for me to add it to Facebook or Twitter or whatever platform you use. Don't just rely on what YouTube offers or for me to "figure it out." Tell me you need ME to spread the word. Empower the lowest common denominator to become your "development staff."
I don't want you to think I'm just beating up on this church. I think they did a good job, but I think they'll only get a fraction of what they could have raised by improving just a few of things outlined above.
Don't be afraid to "make the ask." (If you are afraid, maybe you don't really believe in the cause or organization you are asking for in the first place.)
Posted by bstroup at October 1, 2009 8:05 AM
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