Ep. 114 | Fundraising Ask Feel Awkward? How to Make the Donor the Hero of Your Ministry Message

Sep 14

Written By Guest User

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You’re in the middle of a donor conversation and it’s going great.

You’re sharing stories. They’re asking questions. You’re passionately talking about the ministry.

Then you realize:

Oh shoot. I have to ask them to give.

Suddenly the whole mood changes.

Maybe you start rambling. Maybe you make a weak transition into something like, “If you’d like to support us…” or “Would you pray about supporting me?”

Or maybe you hand them your card and never really ask at all.

If you can talk about your ministry all day but freeze when it’s time to ask for support, the problem may be in the structure of your fundraising message.

Passion Doesn’t Automatically Make Your Fundraising Message Clear

You probably have plenty to say about your ministry.

You know the programs, history, people, statistics, stories, vision and everything happening behind the scenes.

And you’re passionate about it!

But passion doesn’t automatically create a clear fundraising message.

You can spend an entire conversation passionately explaining your ministry and have a donor walk away knowing a LOT about your organization—but still wondering what any of it has to do with them.

They may even think:

Wow, I love that for you.

They’re impressed. They’re cheering you on.

But they haven’t personally connected with the mission.

Look at the Structure of Your Fundraising Message

A really common fundraising message goes something like this:

Here’s who we are.

Here’s what we do.

Here’s everything we’re accomplishing.

And then…

Would you give?

That’s where the awkwardness comes in.

You’ve spent the entire conversation talking about the ministry. Then, at the very end, the donor suddenly enters the picture because you need something from them.

Of course that transition can feel forced.

Storytelling gives us another way to structure the conversation.

Make the Donor the Main Character

Instead of trying to pull the donor into your ministry’s story, start by stepping into their story.

Ask yourself:

Why would this person care about this need?

Your donor may already deeply care about the people you serve. They may also have a desire to use what God has given them for something meaningful and eternal.

That’s where your ministry can become the guide.

You’re helping them see an opportunity to make the kind of impact they already want to make.

Now the donor has a role in the story long before you ask them to give.

And when you eventually invite them to partner, the ask makes sense because you’ve already helped them see why this matters to them and what their generosity could make possible.

Story Structure Can Change the Entire Fundraising Conversation

This is only one piece of building a story-driven fundraising message.

When I work with ministry leaders, we build the message through specific plot points. We start with the conflict and need, then intentionally move toward the resolution: what could become possible if the donor says yes?

Having that structure gives you something incredibly valuable when you’re sitting across from a potential donor:

You know what to say.

You know where you’re going.

And you know how to invite them into the story.

FREE LIVE WORKSHOP: Fundraise with Confidence

Not sure how to start a donor conversation without making it feel awkward or forced? Join me for my free live workshop, Fundraise with Confidence, where I’ll show you what to say at the beginning of a fundraising conversation so donors lean in and connect with your mission. You’ll learn a simple approach for opening the conversation and confidently leading toward an invitation to support.

Join me live October 5 at 11 AM Central: irisstorytelling.com/fundraising

Can’t make it live? Register anyway and I’ll send you the replay!

SAVE YOUR SEAT