Preface.

Acknowledgments.

Introduction.

1. Hesitating to Ask for Money.

What Fears May Prevent or Postpone the Ask?

Knowing the Prospect Well Before Making the Ask.

Giving Is the Greatest Gift of All.

Every Organization Has Its Own Sparkle and Is Deserving of a Gift.

Knowing the Organization Inside and Out.

Asking Must Be Done in Person.

Saying No to the Gift Is Not Saying No to You.

Conclusion.

Looking Ahead.

2. Judging the Prospect’s Readiness for the Ask.

Avoiding Common Pitfalls When Judging Readiness.

The Readiness Profile.

The Readiness Formula.

The Match.

The Pre-Ask Conversation.

Unrestricted Gifts Are Our Friends.

Asking for Money on the First Visit.

Conclusion.

Looking Ahead.

3. Selecting the Right Person or Team to Do the Ask.

Determining Your Pool of Potential Askers.

Characteristics of a Good Asker.

Determining When One Asker Can Conduct an Ask.

Using the Team Approach.

Conclusion.

Looking Ahead.

4. Preparing for the Ask.

The Right Tone for the Ask.

The Review Prior to the Ask.

The Script for Each Ask.

Conclusion.

Looking Ahead.

5. Asking for Special Event or Community Project Gifts and Increased Annual Gifts.

The Ask for a Special Event or Community Project.

The Ask for the Enhanced Annual Gift.

Conclusion.

Looking Ahead.

6. Asking for Major Gifts.

Defining a Major Gift.

Defining Major Gift Prospects.

Essentials of Any Major Gifts Program.

Major Gift Asks.

Conclusion.

Looking Ahead.

7. Asking for Planned Gifts.

The Importance of Planned Gifts for the Organization.

The Importance of Planned Gifts for Donors.

Planned Giving Donor Profiles.

The Planned Giver Prospect Pool.

Planned Giving Program Prerequisites.

Coordinating the Planned Giving Program with All Fundraising Programs.

Building a Planned Giving Program.

Marketing a Planned Giving Program.

Asking for Planned Gifts.

Conclusion.

Looking Ahead.

8. Asking for Complex and Challenging Capital Campaign Gifts.

Defining the Capital Campaign.

Phases of the Campaign.

Defining Campaign Gifts and Prospects.

Preparing Campaign Materials to Use During the Ask.

Asking for Campaign Gifts.

Conclusion.

Looking Ahead.

9. Addressing the Prospect’s Response to the Ask.

Preparing for the Prospect’s Response.

Responding to the Prospect’s Concerns.

Analyzing the Responses to the Prospect’s Concerns.

Conclusion.

Looking Ahead.

10. Following Through with Each Ask.

The Next Steps After Each Ask.

How to Juggle and Balance Time After Each Ask.

The Ten Guiding Principles for Any Ask.

Resource A: Sources for Fundraising Software.

Resource B: Prospect Research Providers and Web Sites.

Resource C: AFP Code of Ethical Principles and Standards of Professional Practice.

Resource D: Thank-You Letter After the Ask.

Resource E: Notification of Bequest.

Resource F: Sample Prospect Materials for a Charitable Gift Annuity.

Resource G: Sample Prospect Materials for a Charitable Remainder Unitrust.

Resource H: Sample Capital Campaign Marketing Materials.

References.

The Author.