Do you really know the best “ask amount” for each donor?

Many fundraisers really don’t know.  They guess, or resort to traditional, tribal wisdom ask strings like 1X Highest Previous Gift (HPC), 1.5 X HPC,  2 X HPC and Other $_______

The result?  They’re often leaving massive amounts of money on the table.

The ask string –also known as ask array, ask ladder, or suggested gift amount–is one of the more underappreciated parts of a direct response piece. In the continuing war between analytical fundraisers and rule-of-cool fundraisers (the latter of whose only victories come when their PowerPoints are prettier), the ask string is a safe stronghold of the analytical side.

As Nick noted while we were discussing the subject, “No brand guidelines to my knowledge have ever specified the Pantone color in which the ask string must appear or opined over whether ascending or descending is more aesthetically pleasing.”

And thus, one would think we data geeks would wield this tool with impunity. And yet the standard string of highest previous contribution (HPC), HPC x 1.5, HPC x 2, and a blank for a donor-entered amount generally rules the day without a challenge to its throne. Sometimes a fourth option will pop in. Sometimes the ask string will be accelerated to HPC, HPC x 2, HPC x 4, other. But all are still distinct echoes of the first customized strings.

We can do better. We can challenge these conventional assumptions. And if they prove out, they will be stronger for having withstood the challenge.

Fortunately, we no longer have to abide tradition and tribal wisdom.  Thanks to behavioral science research and predictive analytics no more guessing! 

“Does all this really matter?”, you ask.  It sure does.  In applying science and predictive analytics, the folks at our sister company DonorTrends have seen increases in performance ranging from 17% to 306% in revenue; and from 12% to 800% increases in average gifts.

To help you make the most out of building ask strings for your year-end efforts and beyond I have two recommendations.

Recommendation #1:Try OptimizeAsk™.  Drawing upon a wide range of academic research, proven techniques and machine learning the folks at DonorTrends have designed a system of predictive analytics for creating ask strings for each individual donor.

For the cost of 1 penny – that’s right, one cent— per donor record they’ll identify those donors most likely to upgrade.  In addition, they’ll provide custom tailored ask strings/suggested asking amounts for each donor.

For the rest of your donors –those you’re looking to reactivate and for those donors who are not as likely to make a big upgrade – DonorTrends will also provide custom ask strings for those donors as well.

Best of all the process is fast the DonorTrends team will provide personal guidance and suggest the most efficient upgrade strategies.  You can find out more about OptimizeAsk™here.

Recommendation #2:  Read the 29-page The Art and Science of Ask Strings.  You can download this fact-packed, heavily researched guide written by DonorVoice’s Nick Ellinger free.

If you want to know the ins and outs of ask strings and the science behind it Nick’s masterpiece is for you.

Using the available scientific literature, coupled with his own years of fundraising experience Nick looks at why ask strings affect us psychologically and culturally.

He’ll lead you through the process of how to establish goals for the ask string and explain how different goals apply to particular types of ask strings. We will then try to establish our goals for the ask string.

Then, Nick wades into the various debates over:

• Fixed versus variable ask strings
• Round numbers versus true multiples
•  At what anchor to put your initial amount
• How quickly to escalate
• Where to set a default (if you wish to set one)
•  And on and on.

From basic behavioral science concepts ranging from “anchoring” through “social proof” to the more exotic in between, and for both online and offline ask strings, Nick covers the waterfront and suggests ways to test various concepts.  Download The Art and Science of Ask Strings and be the life of the office fundraising party.

Regardless which of my recommendations (or both) you choose the follow the main purpose of this post is to focus your attention on the importance of thoughtfully, and strategically answering that basic question, “How much should we ask our donors for?”

After all, assuming your objective is to maximize donor value by increasing average gift, it’s essential to understand that some donors should be asked to upgrade. Some should not.  The key is determining the difference and knowing the optimal amount to ask from each donor.

Click here for a convenient chart prepared by DonorTrends that outlines the basic ask string approaches used by various organizations with varying goals.

Hopefully, all this triggers some new thinking and helps you bolster your year-end results.

Roger