Everything anyone needs to know about fundraising is contained in the ABCs.

A = Ability: To make a major gift in support of a cause, a person must have substantial ability to give. If people don’t have $1 million, no matter how hard you may try or the people may wish, they simply won’t be able to give $1 million.

B = Belief: If people believe strongly against a cause, it does not matter what other compelling reason exists – the need, the scientific results, the powerful person asking; they still won’t give. Think about the right to life/ right to choice debate: whatever side people are on, they will not be swayed to the other side. However, if people do believe strongly or even somewhat in a cause, they are more likely to give based on other considerations like need, results, and the person asking.

C = Contact: Fundraising works best when the right person contacts the right person. I myself have been chagrined to find that someone who turned down my solicitation for a cause later gave to the same cause because a more influential person asked. In addition, contact also means the prospective donor must be asked somehow. If you don’t have the right person, it’s still better to ask than to do nothing. This thinking leads to:

D = Do it!: It’s easy to find reasons to keep planning and hoping for a better situation. There will always be a better time. One can always write a stronger letter. Next year the best person may be available to help. But at some point, you have to just go ahead and ask. So, do it!