The ability to ‘make the ask’ is one of the most important, differentiating qualities of a successful fundraiser. But, it’s hard for many. Three days exhibiting at the Association of Fundraising Professionals conference reminded me of my nonprofit days. Getting past the hurdle of ‘the ask’ is an interesting parallel to the lives of AFP attendees.

The Scene: The AFP exhibition hall is enormous and visually over stimulating to attendees. Conference attendees enter the hall for three reasons: (1) to visit booths of current vendors; (2) to enter giveaways and grab some swag; and (3) to get lunch. It’s in this process that we have to grab interest. Wow, right?!?

First, we wait – watching attendees pour into the hall at the given marketplace time and watching attendees leave hastily after a general session. Do you see us watching you? We’ve become family on Row 11 (Donor Worx, LaGrange College, Sage Payments, Alumni Finder, RightTrack Solutions) in our common desire for you to walk down our row. And then, you do. It’s like the moment when you see a potential, strategic donor attend your event or make that first, small annual gift.

Most often, attendees walk by attempting not to make eye contact – some of you even linger at a distance reading our signs but not making a commitment to actually walk over – until WE ASK. It took three days, but we learned to ask. The practice reminded me of learning to ask for money as a board member. It’s hard, but once you get started the wheels begin to turn. The key to fundraising is just asking and the key to asking is simply to start – as uncomfortable as it may be that first time.

The Result: When we asked you to come over – you did. When we asked you to vote for a nonprofit by providing a business card – you did. When we asked you to wear our Problem Solved sticker – you did. In that process, many of you asked us the most coveted question of all “What do you do?” And, of course, we did.

As we started to ask, it became easier, and then fun. Asking is hard because in doing so, you open yourself up to a ‘no’ – which we also heard as attendees moved past our booth. However, it hit me – the absence of an answer (even No) is the worst scenario of all. In many ways, a ‘no’ is better than nothing because it can inform next steps. Plus, anything less than a yes is still a blank on the fundraising spreadsheet.

Let our lesson be yours — just ask.