(Image: Newspaper clipping from early 2000’s of Wendy’s first CD release.)
Brad Layland, Chief Executive Officer & Senior Consultant
Years ago, when my wife, Wendy Curl, was just getting started in the music business, she received some advice about how to break into the local music scene. A well-meaning person told her that the best way to get noticed was to play at an open mic night at a bar called Tradewinds. The idea was that if she did well, a local restaurant owner who booked live music might hear her and invite her to play.
Wendy came home and told me about the advice, and I remember asking her, “Why would you do that? Why not just go straight to the restaurants and bars where you want to play and ask them directly?”
She thought about it and decided to take that approach instead. She went to a well-known spot called The Milltop, asked the owner if she could play there, and guess what? They hired her. That one simple ask launched her music career.
This lesson isn’t just about the music industry—it’s about fundraising, too. In the world of nonprofit development, we sometimes fall into the same trap Wendy almost did. We hope people will notice us. We assume that people will just step up and give if we put ourselves out there—through events, mailers, or social media. But the truth is, people give because they’re asked and shown how. (Note: this is also the second principle of Taking Donors Seriously.)
The Power of the Ask
If Wendy had relied on being discovered at an open mic night, she might have waited a long time before getting her first paid gig. Instead, she took control of her career by making a direct ask. The same principle applies to fundraising. If you don’t ask, you don’t receive.
I’ve worked with so many nonprofit leaders who hesitate to ask for support. They fear rejection. They worry they’ll come across as pushy. But the reality is, people actually appreciate being asked—if it’s done thoughtfully and relationally. Many donors want to give, but they need to be invited into the story.
Showing People How to Give
The second part of the principle is just as important: showing people how. If Wendy had walked into The Milltop and said, “Hey, I’m a musician,” but never asked to play, she might have left with nothing. But she made it clear what she was asking for: she wanted to play at The Milltop.
In fundraising, it’s not enough to simply tell people about your organization’s needs—you must clearly show them how they can make a difference. That means breaking it down:
- What specific impact will their gift have?
- How much should they consider giving?
- How does their gift fit into the overall fundraising plan?
One of my favorite stories about this principle comes from a young man named Josh, who took a fundraising training course I taught. He was 14 years old and trying to raise $100,000 to build a house for Habitat for Humanity—by collecting pennies. He hit a plateau at $22,000 and wasn’t sure how to reach his goal. After learning how to ask directly and show people how they could contribute, he changed his approach. Instead of just asking for pennies, he started inviting people to make larger gifts. In the end, he reached his goal and built the house. Here is a link to the video where Josh tells his story.
A Simple Shift That Changes Everything
If you’re leading a nonprofit, I want to challenge you: Are you waiting for people to notice your work, or are you inviting them to be part of it? Are you hoping donors will just step up, or are you showing them how they can help?
Many people want to be generous. But generosity often starts with an invitation.
Just like Wendy’s music career didn’t take off until she walked into The Milltop and asked directly, your fundraising efforts will see a breakthrough when you start asking—boldly, clearly, and with confidence.
So don’t wait to be discovered. Make the ask. Show people how they can help. And watch what happens.
And if you want to hear some great music, here is a link to my wife’s music on Spotify.
We’ve been privileged to help many organizations be more effective in their fundraising by learning and implementing relational fundraising principles in their work with donors. Want to talk?