If you can identify past donors on your list of people to call or write to, you may want to prioritize those individuals as “best bets” - these are people who, given their history of donating in the past, will most likely contribute again to your cause. [3] X Research source Try to identify which people on your list are the most financially stable. You can do this by interacting with the individual to get a sense of his or her finances, or if going door-to-door, look at the houses residents live in and the cars in their driveways. People with large, elaborate homes or flashy sports cars most likely have more disposable income. (Though of course this doesn’t guarantee that they will give donations. )[4] X Research source You can also look for potential donors by their other areas of spending. For example, does the prospective donor attend fundraisers for other organizations or individuals? If so, that prospective donor probably has the means to donate to your organization, if properly persuaded. [5] X Research source Consider using analytical software and services, such as Donor Search, to identify which potential donors are more wealthy and more likely to donate. [6] X Research source Remember to think “ABC” when identifying donors: Able to make a gift, Belief (known or potential) in your cause, and Contact/Connection with your organization. [7] X Research source

Some donors may need to hear particular terms or phrases in order to be persuaded to donate. If you know this to be the case, make some indication of this on your list so that when you call or approach that person, you’ll know what to say. [9] X Research source Any time a donor seems reluctant to give but gives anyway, make a note of that situation on your list or in that donor’s file (if you have one). Listen to what the individual says when he or she is reluctant, and try to find ways to assuage those fears - not just for this year’s fundraiser, but for future years as well. [10] X Research source Be aware that many well-known philanthropists hire other individuals to manage donations and contributions. Because of this, you may not get to speak to the actual donor himself/herself. However, the employees hired by a philanthropist probably have the same concerns that the philanthropist does, and you may have some luck appealing to the philanthropist’s interests through his or her employees.

Try to present your organization in a way that both explains what you do while also highlighting the issue you seek to change. For example, you might say something like, “Did you know that [the issue your organization addresses] affects a significant portion of the city, and we are the only organization solely committed to addressing these issues in a comprehensive way?” It’s not a requirement to have data compiled, but for individuals who aren’t familiar with your organization, it may be very helpful to know that information. [12] X Research source Consider printing out a brochure or having a reusable chart to illustrate both the improvements you’ve made and the improvements you hope to make. [13] X Research source Think about what you might say if someone doesn’t understand your organization’s goals, or what you might say if someone was dismissive of your organization. Try putting yourself in those shoes - imagining that you were someone who didn’t want to help the organization - and what you might say to the organization. Then imagine how you might respond to hearing those words. The better your donor base understands your organization - and the better you understand your donors - the more likely you’ll be to build a long-term relationship with that donor. [14] X Research source

Remember that the best appeal will educate the potential donor, rather than making a simple sales pitch. [16] X Expert Source Rob WuDigital Fundraising & Crowdfunding Expert Expert Interview. 1 October 2019. [17] X Research source Practice your appeal out loud. Get comfortable with the speech, and learn to adapt it to your own style of speaking. Make it your own speech, and try to make it feel comfortable and unrehearsed (even though this may take a lot of rehearsal). [18] X Research source Practice in front of a mirror if you will be interacting with donors face-to-face. [19] X Research source Try recording yourself, either with a tape recorder or on video, and study your mannerisms and your speech patterns. Does it sound honest? Do your vocal patterns and your physical mannerisms communicate the message of your organization, and the urgency of what you’re trying to solve?[20] X Research source

If the prospective donor is a known philanthropist, he or she may prefer to have someone who heads the foundation ask for a donation. Statistically, donors are more likely to give money to a recognizable figure affiliated with an organization, rather than to a fundraiser who contacts them on the organization’s behalf. [23] X Research source Initiate the conversation by getting the prospective donor to acknowledge an existing problem. If you’re raising money for a local organization, you might open the conversation by asking what he or she thinks is the greatest crisis facing your region. [24] X Research source

If the individual feels like you’re just having an aimless conversation and then suddenly he or she is asked for money, it may create tension and cause the person to feel like you’re shaking them down. Be calm, friendly, and casual, but don’t drag your feet about making it clear that you have a purpose. [26] X Research source

Try asking a question. Say something like, “What do you think is the biggest problem our community faces?” Once the person has answered, instead of simply saying, “Yes, you’re right. Will you consider donating?” try a more nuanced approach. After the person says what he or she sees as the problem, just say, “How interesting!” and keep silent while remaining interested. [27] X Research source People fear silence, and the person will probably fill that gap by elaborating on why that issue is important. That potential donor may go on to talk about how a family member has been affected by those issues. This gives you an in to take the specific concern he/she has and run with it. It’s no longer an abstract concern, but a specific problem that may have affected the individual personally. [28] X Research source

Another way to ask for a specific amount is to put the ball in their court. Ask something like, “Would you consider a gift of _____?” or “Is ______ something you’d be willing to consider to help tackle the problem of __________?"[30] X Research source

Don’t be aggressive with your appeal, but do be insistent that your cause is worthy and that any donation amount would help that cause.

Expressing gratitude and courtesy can go a long way. Just because someone isn’t interested in donating, that doesn’t mean the situation won’t change. Perhaps next year the people who said no will have heard or read more about your organization, or perhaps the individual will have been personally affected by the issue you’re seeking to address. Making a good impression now, even when turned down, may be what helps you get a donation next year. [32] X Research source