Bernard Ross - Making the Ask: The artful science of high-value fundraising

From passion to persistence, Ross and Segal expertly lead you through the five essential ask stages. A must-read if youre looking for top-notch tips, exceptional tools and real-life success stories that will grow and transform your fundraising program to better serve your crucial mission.

Martha H. Schumacher, CFRE, ACFRE, MInstF, President, Hazen and HILT

Bernard and Clare present us with a simple and perfect guide to do a successful solicitation in our major campaigns. This is a book that every fundraiser will learn from and enjoy.

Isabella Navarro, Vice President for Whole Person Education, UDEM University, Monterrey, Mexico

Wow a FANTASTIC collection of 20 power tools to transform a fundraisers ability to ask major donors for major funds. Im already applying them to my work with clients, and sharing them with my students.

Liz Ngonzi, Executive Director, The International Social Impact Institute; Adjunct Assistant Professor, New York City University

At a time of huge uncertainty and ambiguity and when charitable income has rarely been under more pressure, along comes this essential read, packed with thoughtful insights and practical tips that will enhance any fundraisers ability to make a compelling and impactful ask for a major gift.

Paul Amadi OBE, Chief Supporter Officer, British Red Cross

Once again, Bernard and Clare have put together an essential book for those working with high net worth individuals, based on their vast research and experience. The inspiring examples and the practical tools to make a successful ask will guide you to brilliant results in any culture or country, regardless of how big your organisation is or whether your cause is difficult.

Norma Galafassi, Director, in2action.net, South America; past Chair, Argentinian Association of Fundraisers

To get money to achieve your mission, you need to ask people for donations. Ross and Segals super new book, Making the Ask, combines years of proven experience with decision science to give you practical and applicable tools to make the ask. It engagingly breaks down how to prepare your propositions passionately and persuasively for success. Read it. Practise the tools, and you will make the ask better and raise more money.

Marina Jones, Head of Membership and Fundraising Appeals, Royal Opera House

Whether you are a novice to the major gift universe or an accomplished and experienced fundraiser, Clare Segal and Bernard Ross compelling 5Ps framework with 20 practical tools will change the way you perceive your donors and ultimately make your relationship-building approach more effective and successful. There is great learning in this book for everyone! And I will definitely make it a mandatory reading for my Major Gift Officers.

Thomas Kurmann, Vice President of Resource Development, Oxfam USA

Fundraising is about asking. Making the Ask by Bernard Ross and Clare Segal is such a powerful book not only for major donor fundraisers but all fundraisers. In over 40 years of fundraising experience, I have read many fundraising books and only a few have made me feel better skilled at doing fundraising at the end of reading them. Making the Ask is such a book. I love the 5Ps, which are both easy to remember and very practical. I highly recommend this book, especially if you want to be a better fundraiser.

Leo Orland, FFIA CFRE, Past Chair, Fundraising Institute of Australia

Making the Ask is a brilliant guide and a must-read for all major gift fundraisers, especially in Asia where HNWIs philanthropy is experiencing rapid growth. This is an amazing work.

Masataka Uo, CEO, Japan Fundraising Association

A powerful, practical and enlightening book that is packed with fundraising nuggets! It will leave you fired up and raring to go. Definitely the best fundraising book I have read in years.

Naholi Mike Muchilwa, Author and Founder of the Kenya Association of Fundraising Professionals

Unfortunately the non-profits in emerging markets are still not practising strategic major gift fundraising. Often, this is because of a gap in knowledge and skills to prospect, approach and ask. This book can help fill that gap and motivate small, mid-size and even large charities to derive the most value for their extremely precious causes.

Anup Tiwari, Board Member, South Asian Fundraising Group; International Representative, SOS Childrens Villages International

The techniques presented by Ross and Segal in Making the Ask offer an exciting deep dive into the science of fundraising, providing insight into the mindset of every type of donor including the vital HNWI supporters.

Houssam Chahin, Chief of Private Sector Partnerships for UNHCR, MENA

This is a must-read orientation on behavioural science and how it can radically improve your fundraising performance. If you want to transform your major gift fundraising and create deep and lasting relationships with your donors, Making the Ask is an essential read.

Anne-Marie Gray, CEO, USA for UNHCR

Bernard and Clare just get fundraising. Their advice is based on research, evidence and practice, and explained in an accessible format. Every fundraiser, regardless of sector and experience, should read this book and keep it in their fundraising toolbox.

Susan Fisher, former Director of Development at the Science Museum London, now Director of Development at English Heritage

We are grateful for these generous endorsements, which are all in a personal capacity.

First published in Great Britain by Practical Inspiration Publishing, 2021

Bernard Ross and Clare Segal, 2021

The moral rights of the authors have been asserted.

ISBN 9781788602372 (print)

9781788602365 (epub)

9781788602358 (mobi)

All rights reserved. This book, or any portion thereof, may not be reproduced without the express written permission of the authors.

Every effort has been made to trace copyright holders and to obtain their permission for the use of copyright material. The publisher apologizes for any errors or omissions and would be grateful if notified of any corrections that should be incorporated in future reprints or editions of this book.

To Kathleen Liddell Hart a truly inspirational woman.

Contents

Preface

Over 10 years ago, we wrote a book called The Influential Fundraiser. It introduced a new model for influence that wed developed to help fundraisers and others working for social good to increase their effectiveness. For the first time, it used the sciences of neurology and psychology to transform the way fundraisers approach their work. In the process it became a bestseller, and since then the model has been used successfully by fundraisers not only in the established markets of Europe and the United States, but also in Ethiopia, Brazil, Mexico, Australia, Thailand, India, China and many other countries and cultures. It has been used successfully across a range of philanthropic fields arts and culture, higher education, environmental causes, healthcare, social justice, social enterprise and international development.