Who should make the ask? 

guest contributor Cherian Koshy, director of development, Des Moines Performing Arts

How do you decide who should make the ask at your next virtual gala or as part of your digital fundraising campaign? As many nonprofits are figuring out how to pivot their plans, this has become a critical question. But it’s not so simple. 

Often, we ask, “Who has the most influence in our organization?” In some cases, we consider using a “name” that is external to our organization. When it comes to the body of academic literature on fundraising praxis, the answers become more nuanced. In the past, fundraising was more about who you knew and who you thought should give to a campaign; wealth capacity became the sole driver of who was asked. 

While events like galas, dinners and auctions can seemingly raise large amounts of money, they also deceptively sap time and money away from organizational missions. Few nonprofit events actually produce net revenue. Occasionally the events themselves detract from the mission of the organization, rather than advance sustainable philanthropic goals. Sadly, it’s too easy to forget why we’re even there. 

This framework is based on academic literature in fundraising as well as scientific study of fundraising practice, particularly Dr. Adrian Sargent and Dr. Jen Shang’s work. At DMPA, we love inviting donors to come see how their gift is being used and hear from those who have benefited from their philanthropy. Every organization should remember that donors don’t give to your organization, they give through your organization to a beneficiary. That beneficiary’s voice must always come from a place of equality and dignity, however. 

This diagram isn’t to suggest that a staff ask is bad but that centering the voice of those helped can often be more meaningful than a high-priced celebrity. Turns out, the science says it actually works better too. 

Chances are your next event has a lot riding on it. Don’t be afraid to incorporate more than one ask from different types of stakeholders. In fact, multiple voices can be helpful, as long they remind donors of their partnership in solving an important community problem.