torah fund - The Jewish Theological Seminary

ASK FOR THE MITZVAH OF GIVING—ANNA TRACTENBERG, MID-ATLANTIC
W
hat is the best way to remind someone to perform a mitzvah? Few people will turn
down the opportunity when it is presented. The good deed, which has the urgency
of a commandment, needs to be performed. And sometimes people just need to be
asked. Oftentimes we don't know how to ask, but we can learn.
The art of fund-raising is not as difficult as doing quantum mechanics, but it does require
that we think before we ask. Upon reflection, we can come to understand that not only is it
a mitzvah to give tzedakah, but asking someone to give tzedakah is also a mitzvah. If you
ask in the right manner, in the right tone, and at the right time, you have a better chance of
success and everyone is the better for it.
Being Jewish means we think before we speak. We make sure our audience is willing to
listen and that they will be receptive to our message. Just as we want to know that we are
performing a mitzvah, we want our audience to know that they will feel good by giving to a
good cause. All of these acts require us to educate ourselves and the prospective donor in
order to maximize success.
Why are you asking for the donation? Make a mental list of the good things that the
organization has done and needs money to do. Why are you involved with the organization?
Would the donor be motivated to give merely because you are the solicitor, or can you give
additional good reasons?
The donor wants to perform the mitzvah of giving to a good cause. Give the donor a solid
reason why she will feel good about contributing. If you don’t know, ask the organization
why the gift is needed. Donors want to do the right thing for the right reason.
There is a season for everything—and a wrong time to ask and a right time to ask. The
right time is when the donor expects to be asked, not in a random conversation. Make an
appointment for a conversation dedicated in advance to that topic. Think about the most
successful fund-raising in your experience. It usually starts with something like a headsup,
such as, “Our campaign will be starting next week. Please give generously when
someone calls.”
Treat the donor as you would like to be treated. Ask, “May I call you next week to talk about
supporting the Women's League Torah Fund Campaign?” This question alerts the donor
to the fact that you will be asking for something. By accepting the invitation, the donor is
telling you that the answer may be yes when you ask. Don’t rush the process. Maybe the
donor cannot give now, but will be able to in six months. You need to be receptive to this
possibility as well.
Help the donor by preparing a few good reasons why the donation is needed. Compose
your “elevator speech”—that’s what you would say if you had to explain Torah Fund in the
time it takes to share an elevator ride with someone, usually about 30 seconds. Prepare
your mental list of (1) why you are involved, (2) what good things the organization is doing,
(3) how the donor can help, and (4) whether and at what level the donor can contribute
(you should be prepared to suggest a level of donation, but keep it in your pocket until
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