Who to Ask for Donations?
The question of who to ask for donations comes up all the time. The psychological motivation behind the question is often a lack of comfort with asking. No one likes to hear the word “no!” So we’d like to be assured that the prospect will most likely say yes, or we don’t want to ask at all. Or better yet, the donor would suggest a donation or just send a check. That would make asking much easier. 
Tom Suddes latest newsletter delivers a great point on this issue in his usual no nonsense style:
2 Misunderstandings About Relationships:
- GIFT HISTORY. Many (most?) organizations define RELATIONSHIP (especially as it relates to QUALIFIED PROSPECTS) by GIFT HISTORY!
GIFT HISTORY has NOTHING to do with RELATIONSHIPS! The gift history only conveys the current RESPONSE to the current method of PRESENTING THE OPPORTUNITY. It gives no indication of the true RELATIONSHIP. - PERSONAL. The other really big RELATIONSHIP misunderstanding is around the Qualified Prospect having a ‘PERSONAL’ relationship or personal contact with the organization.
The Basis for A Relationship IS:
It’s the RELATIONSHIP with the CAUSE or the CASE. (The CAUSE is the issue or problem; and the CASE is the organization or the solution.)
The most important aspect of a relationship with a potential donor is the person’s belief in the cause. They have an interest and passion for that particular issue. Perhaps they even have a strong belief in the specific way that the organization solves the issue.
The other two aspects of a good potenial donor - capacity and generosity - are also crucial. But if a person has a passion for the cause, they will be most likely to give according to their ability. Even if the person does not have wealth per se, they will be the donors most likely to give consistently and connect the organization with other like minded people.
