The Ask How to Ask for Support for Your Nonprofit Cause, Creative Project, or Business Venture

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  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 2010-01-26
  • Publisher: Jossey-Bass
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A completely revised edition of the must-have resource for increasing your nonprofit's bottom lineThis thoroughly revised and updated edition of the best-selling book The Ask is filled with suggestions, guidelines, and down-to-earth advice that will give you the confidence to ask anyone for any size gift, for any purpose. Written in winning language, filled with sample dialogues, and offering a wealth of tips and tools, this book addresses common mistakes made when asking and shows how to correct each mistake, providing guidance and direction on how to make a great ask. Offers step-by-step guidance for learning personal solicitation skills Filled with real-world tools and techniques for raising money or support Contains advice for overcoming situations such as hesitating to ask for money and following through on the ask Written for fundraisers from any size organizationIncludes information on how to apply asking skills to a fundraiser's personal and professional pursuits.

Author Biography

The Author

Laura Fredricks, JD, is an expert fundraiser, an internationally known inspirational speaker, and principal owner of her own boutique consulting company for nonprofits and businesses (www.laura-fredricks.com). She is author of The Ask: How to Ask Anyone for Any Amount for Any Purpose and Developing Major Gifts.

Prior to opening her own company, Laura was the vice president for philanthropy at Pace University in New York City, where she raised $92 million in six years. She has been teaching nonprofit business management and fundraising techniques since 1994 for the University of Pennsylvania, Columbia University, Duke University, New York University, and the Smithsonian Institution. She holds a communication degree from Rutgers College and a law degree from Western New England College School of Law.

Table of Contents

Forewordp. xiii
Prefacep. xv
Acknowledgmentsp. xvii
Introductionp. xix
What Do I Need to Know Before I Ask?p. 1
What Money Means to Yon and Why Ask?p. 3
What Does Money Mean to You?p. 4
Why Do You Hesitate to Ask?p. 7
Know the Person You Are Asking Before You Make the Askp. 9
Every Organization Has Its Own Charmp. 13
People Like to Give Moneyp. 14
Focus on Positive Results, Not Negative Forces That Perceivably Get in the Wayp. 17
Conclusionp. 20
Looking Aheadp. 21
Do You Have a Well-Thought-Out Plan of What You Want?p. 23
The Importance of a Well-Thought-Out Planp. 24
Case Statement for Nonprofitsp. 25
Business Plan for Businessesp. 29
The Script for Each Askp. 33
Time Frame for the Askp. 33
The Warm-Upp. 34
The Askp. 35
The Compelling Casep. 35
Transitional Statementsp. 37
The Ask Amount and Purposep. 39
Examples of Specific Asks with Specific Amountsp. 39
Benefits of the Giftp. 40
Benefits of the Business Venturep. 41
Remaining Silentp. 41
The Anticipated Responsep. 42
The Close and Follow-Upp. 43
Who Speaks and Who Listensp. 46
Fundraising Languagep. 47
Three-Step Method Prior to Any Askp. 48
Conclusionp. 50
Looking Aheadp. 51
How Do I Know Who to Ask and When to Ask?p. 53
Who Should Be Asked?p. 53
Every Person Must Be Treated Individuallyp. 54
Wealth Does Not Always Translate into Transferring Wealthp. 56
Research Can Help to Prioritize Who to Askp. 58
Research-From a Distancep. 60
Research-Up Closep. 61
Prioritizing Your Top People to Askp. 65
Asking Friends, Relatives, or Colleagues Does Mot Have to Be Stressfulp. 68
When Should You Ask?p. 69
The Readiness Formulap. 70
Educationp. 70
Involvementp. 71
Cultivationp. 72
Inclinationp. 73
Assetsp. 76
Having Some hut Not All of the Readiness Elementsp. 77
Asking for Money in Hard Economic Timesp. 78
Conclusionp. 81
Looking Aheadp. 82
Who Should Make the Ask and in What Setting?p. 83
Who Should Make the Ask?p. 83
A Charismatic and Confident Personality Goes a Long Wayp. 85
Every Asker Must Give Firstp. 85
Every Asker Most Have the Time Before, During, and After the Ask to Follow Throughp. 88
The Reward Is in the Askp. 89
Four Eyes Are Better Than Twop. 90
Executive Leadership as Part of the Askp. 91
Donors as Part of the Askp. 96
What Is the Best Setting for the Ask?p. 97
Locationp. 97
The Golf Course Askp. 102
Positive and Professional Dress and Demeanorp. 102
Positive Body Language and Tone of Voicep. 104
Making the Call to Set the Meeting for the Askp. 105
Paper or No Paper Before, During, or After the Askp. 107
Conclusionp. 108
Looking Aheadp. 109
How Do I Make the Ask?p. 111
Asking for a Cause-Small and Large Charitable Giftsp. 113
Asking for a Small and Significant Charitable Giftp. 114
Asking for a Large and Transformational Charitable Giftp. 121
Troubleshooting Tips to Apply Prior to the Askp. 128
Conclusionp. 133
Looking Aheadp. 134
Asking for Yourselfp. 135
Asking for a Job-Related Causep. 136
Asking for a Jobp. 140
Asking for a New Job Titlep. 143
Asking for a Raisep. 146
Asking for a Creative Projectp. 151
Asking for a Business Venturep. 155
Conclusionp. 162
Looking Aheadp. 162
Handling the Responses to the Askp. 163
Preparing for the Responsep. 164
Addressing the Person's Responsep. 169
Conclusionp. 184
Looking Aheadp. 184
Following Up with Each and Every Askp. 185
Next Steps After Each Askp. 185
Juggling Your Time to Do All the Follow-Upp. 193
Troubleshooting Tips for the Follow-Upp. 198
Conclusionp. 206
Looking Aheadp. 207
When the Answer Is "No" and When the Answer Is "Yes"p. 209
A "No" Answerp. 210
A "Yes" Answerp. 217
Conclusionp. 227
Looking Aheadp. 228
Pulling It All Togetherp. 229
10 Things to Know About Any Askp. 235
About the Authorp. 237
Indexp. 239
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