"How do I know how much to ask for?"
One of the most commonly asked questions at fundraising seminars is, "How do I know how much to ask for?" Sorry, but there is no magic formula to solve this dilemma. Both the neophyte and the seasoned professional struggle with this challenge.
Our rule of thumb is: You can ask for too little but you can't ask for too much.
The worst phrase ever heard after receiving a check from a donor is:
"If you had asked for double that amount I would have given it to you." And it's happened!
What's the worst that the donor might say if you ask for more than he wants or has the capacity to give?
"Are you kidding me?"
"Not in this lifetime!"
"That's out of my league."
We would much rather you have to adjust your ask after hearing one of those responses, than to not ask for enough. Your donor database and research should guide you in knowing the range for your ask. Trust your instincts and data, then go for it. A good question to ask before proposing an amount: "Do you want to make a difference in this campaign or a dent?"
