Asking: A 59-Minute Guide
By Jerold Panas; 112 pages; published by Emerson & Church
It's called the 59-Minute Guide, and Jerold Panas certainly delivers. Asking
is a quick read that will boost the confidence of even rookie fundraisers
and prepare them for the task of asking for major gifts. Panas, known by some
as the 'master of modern philanthropy', shares his wisdom and years of experience
with readers, offering practical tools, suggested scripts, and examples to
help board members, volunteers, and staff in securing the gift.
In clear and simple language, the author takes readers through the process
of arranging the first visit with a prospect, presenting the case, handling
objections, learning how to listen, and which behaviours to avoid. The book
includes the 'Golden Rules of Fundraising', the ten 'Horrid Reasons' why fundraisers
sometimes don't get the gift, as well as sample letters that can be used as
templates.
Seasoned fundraisers will find this book to be a good refresher, and will
undoubtedly discover a few gems of wisdom to add to their current practices.
The author's style is light and conversational, making the reader feel that
the advice given is coming not only from a seasoned professional, but also
from a good friend. Panas' personal fundraising record is impressive, but
his tone is never one of superiority. His genuine enthusiasm and desire to
help fellow fundraisers do their jobs better is evident throughout. Not only
is the reader assured that a successful 'ask' is possible, with his practical,
commonsense approach, Panas makes it seem like a sure thing. And those who
employ his methods likely won't be disappointed.
Buy the book:
Copies can be purchased through the publisher by calling 508-359-0019. The
cost is USD$24.95 plus shipping. Discounts are available when purchasing in
quantity for boards of directors, volunteers, or staff.
