“I could never ask people for money.”

I frequently hear this from friends and acquaintances. And I get it! The thought of approaching individuals and asking them to fork over cash is downright cringeworthy.

 But when folks say it, I believe what they may actually mean is:

 “I could never ask strangers for gobs of money."

Have you ever raised money through a walkathon? Helped with a raffle at your child's school? Perhaps you've solicited friends, family, and coworkers to support these endeavors. If so, you've asked people for money! It's just that you're comfortable enough with them to ask and they're predisposed to helping you out.

Professional fundraising isn't terribly different. When you finally ask a prospective major donor to make a gift, that moment shouldn't be a surprise to them. By that point, they've become very interested in your institution’s work and you've gained a better understanding of their philanthropic goals.

They know "the ask" is coming and they're ready and willing to consider support that will drive your organization’s mission forward. You've built a trusting and open rapport with them. Just like your walkathon/Aunt Edna, you're now comfortable with each other and they believe in your nonprofit such that they're predisposed to helping it out.

That doesn't seem so cringeworthy, does it?