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Cover of Making the Ask

Making the Ask

Written by Bernard Ross,Clare Segal

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254 pages, about 5 hours of reading

Business & Economics

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About this book

If you’re a fundraiser or social entrepreneur keen to secure large gift for any kind of social cause you need to be able to ask the right people for the right money in the right way. But how do you do that? In this ground-breaking book, global experts Bernard Ross and Clare Segal share their approach - used by major fundraising organisations from UNHCR in the Middle East to MSF in the US and from UK’s Oxford University to MEF Museum in Argentina – which has been used to secure gifts up to $110m in a single ask. Whether you’re an experienced fundraiser looking for new ideas, a newbie keen to get to the right approach fast, or a board member anxious to help out, you’ll find the answers you’re looking for inside. The book also has a special social bonus - every copy you buy will result in a donation to the WHO foundation to pay for a Covid 19 vaccine in a developing nation. “One reasonably useful book = one life-saving vaccine.”

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Reading guide

Themes, characters and key ideas in Making the Ask, written by Chaptra AI.

  • about 8 hours
  • intermediate
  • informative
  • empowering
  • strategic

Bernard Ross and Clare Segal's "Making the Ask" is a comprehensive, practical guide designed for fundraisers, social entrepreneurs, and board members seeking to secure significant philanthropic gifts for social causes. The book demystifies the process of major gift fundraising, presenting a globally proven methodology used by leading organizations to achieve multi-million dollar asks. It focuses on identifying the right donors, crafting compelling proposals, and executing the 'ask' with confidence and strategy. Beyond its invaluable advice, the book features a unique social bonus, contributing to the WHO foundation for every copy sold, directly linking its purpose to immediate global impact.

“"The biggest mistake fundraisers make isn't asking for too much, it's asking for too little or not asking at all."”

Key themes

Strategic Philanthropy
This theme explores the systematic, research-driven approach to major gift fundraising, emphasizing planning, targeting, and a deep understanding of donor motivations rather than opportunistic or desperate pleas. It transforms fundraising from an art into a science.
Donor Psychology and Relationship Building
This theme delves into understanding what motivates major donors, their decision-making processes, and the critical importance of cultivating genuine, long-term relationships rather than focusing solely on transactional giving. It emphasizes empathy and active listening.
Impact and Ethical Fundraising
The book consistently underscores the importance of demonstrating the tangible impact of a donation and adhering to high ethical standards in all fundraising practices. It positions fundraising as a means to achieve significant social good, not merely to raise funds.

Worth discussing

How does the book's emphasis on 'the right people, right money, right way' challenge or confirm your existing fundraising approaches?

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