We are on the forefront of Jewish engagement. The world knows what we have always known; Chabad is the future of Judaism.
So why do we have so much discomfort around fundraising asks?
We give so much brain space and anxiety to the analysis of our asks!
What will they think? Am I asking for too much? Is this the right time? What if they say no? What if I damage the relationship?
That discomfort is normal. In fact, if you are never uncomfortable, you are probably not asking enough. Fundraising requires us to put something we care deeply about on the table and invite another person to decide whether they care enough to join us. That is vulnerable.
Time to change that.
The goal isn't to eliminate the discomfort. The goal is to become comfortable acting despite it.
Here's how to make a successful pitch.
The donor is a regular person just like you. They have frustrations, challenges, and insecurities.
They also want their lives to matter. They want to make a difference. They want to know that their resources are accomplishing something meaningful. Your job isn't simply to get money from them. Your job is to give them an opportunity to invest in something that matters.
Our asks need to be conversations, real discussions, and filled with vulnerability.
What's on and in your heart? Try to imagine you are soliciting your wealthy and generous cousin, how would you make the pitch?
You wouldn't give your cousin a polished presentation filled with fundraising jargon. You would tell them what you're trying to accomplish, why it matters to you, what stands in the way, and why you believe they can help.
That's the conversation you want to have with a donor.
We are Shluchim on a mission. Can you share your mission openly with the donor?
Tell them what keeps you up at night. Tell them about the person you desperately want to reach, the program you know needs to exist, or the opportunity you can see but don't yet have the resources to pursue. Let them see not only the institution you are building, but the Shliach who believes deeply in why it needs to be built.
Share your needs comfortably. Engage the donor as a partner, recruiting them to join you in your Shlichus by financially partnering with you.
And then ask. Clearly.
Don't make the donor guess what you need. Don't present the entire vision and then retreat into, "Whatever you can do would be appreciated." If you believe the opportunity is worth funding, have the courage to put a number on the table.
"I'd like you to consider partnering with us with a gift of $18,000."
And then comes perhaps the most uncomfortable part: stop talking.
Give the donor space to think, respond, ask questions, or even say no. A "no" doesn't mean the conversation failed. It may simply mean not now, not this amount, or not this particular opportunity.
Our responsibility is not to control the donor's answer. Our responsibility is to passionately and authentically share the mission and give them the opportunity to become part of it.
Fundraising isn't something we do to our donors. It is something we do with them.
So get comfortable being uncomfortable.
The mission is too important not to ask.