Approaching major donors

When groups start thinking about collecting donations, often the idea is to draw together lots of little contributions to form a pool of funds.

There's nothing wrong with this approach, but do keep in mind the possibility of attracting just one or two major donors, rather than a lot of smaller ones.

You might be able to expend a similar amount of energy and yield the same or much better results.

Some tips you should remember when taking this approach are provided below:

• Identify and learn more about the potential donor. Choose the person most likely to respond generously, possibly someone already known to your organisation.
• Get them interested. Select from your range or programs or projects the one most likely to appeal to this particular person and talk to them about that, or introduce it to them.
• Choose the right person to communicate with this potential donor. Make sure the person from your organisation who is going to approach your prospective donor is knowledgeable and trustworthy.
• Ask for money directly. Make your request in person, face-to-face, or in a meeting. There has to be direct contact.
• Ask for the person as well. See if you can get the person representing the prospective funding body to invest themselves in your group.
• Ask for the donor's friends - people with money are in a good position to know others with money.

How to ask for money

Asking for money is something that many people find very difficult.

But there are some relatively simple steps you can take that will make the task a little easier, and your results more impressive.

• Make your appeal material/request immediate and personal
  Your letter or request should be personalised - where possible, use a prospective donor's name (especially if they are on your database and you have their details). Otherwise, use the word "you" throughout the letter to make sure the recipient knows they are being approached directly.

• Let the issue for which you want funding engage the potential donor.
  Concentrating on the issue or reason for the appeal for money is another way of making your appeal request more immediate and personal.

• Use benefits, not needs, as the basis of your funding request.
  Describe to donors what they will get in return for their donations - what benefits they will receive - it could be as simple as feeling good about helping, or having a new facility they or their children can use.

• Be upfront - ask for money.
  When you're asking for money, don't beat around the bush - say so clearly and repeatedly. Your request shouldn't just be put on the end of the letter as an afterthought. Put it right up the top.

• Express yourself well.
  Use simple words, punchy sentences and words that convey emotions. Avoid foreign phrases, big words or acronyms, and don't go overboard with adjectives. Repeat key phrases where applicable.

• Make sure your letter is easy to read.
  Follow the general rules of laying out a letter - clear and readable font, well-spaced, well-defined paragraphs, white space and subheadings to break up the copy, the use of underline or bold to draw attention to key messages.

• Make your funding appeal letter fit in with your overall package.
  As outlined in a number of help sheets at the Marketing, Media and Post section of the Our Community website, the appeal letter is only one part of a wider package which needs to be integrated and comprehensive. Not only do you need to think about what is in that package, but also about how it appears.

• Make your funding appeal letter urgent.
  Finally, ensure you instill both your letter and your overall package with some urgency - tell prospective donors why they should give, and give now.

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