One of the great challenges when seeking funds is communicating face-to-face with a prospective donor. You can submit a proposal, a letter of intent, or other printed material, but communicating verbally with individuals is not always feasible.

FIG. 1: The Art of the Ask page of the Youth Noise Web site provides a wealth of tips for soliciting donations from individuals and businesses.

When acquiring funds for music technology, you must ensure that your potential contributors clearly understand how their funds will be distributed within the project. If a major contributor displays an interest in funding your proposal, you may need to request money personally, a step known in the fund-raising community as the Ask. The Ask usually occurs after a proposal has been submitted and you have had several conversations with the donor.

Confronting an individual or board to request money can be intimidating, embarrassing, and disappointing unless you plan everything properly. The presentation you give, the composure you show, and the impression you make on an individual or group can impact your ability to acquire financial support. To help you in this endeavor, here are some suggestions to consider if you have the opportunity to meet with a potential donor or board of directors.

Carefully examine your records and choose organizations and individuals that you believe will be attracted to your project. Focus on individuals or businesses that have a keen interest in your project area and a reputation for giving.

Because the Ask is such a powerful tactic to use, you should also target sources that are likely to consider meeting with you personally. Large foundations and corporations, for example, probably won't request a personal meeting, given the sheer volume of requests they receive for donations.

Every proposal must include a cover letter with appropriate contact information. Clearly state your interest in discussing your project further at a mutually convenient time and place. Find out if you will be granted a one-on-one meeting or a group meeting so that you can prepare an appropriate presentation.

I prefer giving a PowerPoint presentation and distributing hard-copy handouts for everyone present, because attendees are likely to peruse through the distributed material. You'll find plenty of good tips about how to ask for money at the Youth Noise Web site at www.youthnoise.com/page.php?page_id=160 (see Fig. 1).

You must show a comprehensive understanding of your project, so be familiar with all of the details outlined in your proposal. That includes giving the specifics of your implementation strategies, your short- and long-term goals, the population you plan to target, and the educational benefits of the project.

Be sure you can answer questions such as “What makes your program distinctive?,” “How does your program affect young people?,” and “What are your budgetary options?” If someone poses questions that you can't answer, immediately research them after the meeting and call the potential donor with the answers as soon as you obtain them.

Take notes at these personal meetings. Questions, concerns, ambiguous areas, or a disinterest in some aspect of the project often surface during such conversations. When this happens, listen carefully and realize that the donor isn't denying your request.

Remember that what may seem obvious to you could be confusing for others, especially if someone is unfamiliar with the particular area that your project falls into. To assure success, you must carefully manage the prospective donor's “comfort zone.”

Why should a total stranger give you money? To answer that crucial question, do your research and know your donor's funding priorities. Is there an affiliation between your school and the donor? Does the donor expect something in return, perhaps in the form of recognition? Based on the answers to such questions, your objective in the meeting should be to stress the ways in which both the donor and your program will benefit from the donor's support.

In learning more about the donor's needs, you can develop a relationship with the individuals involved and establish your credibility. That helps ensure that the potential donor does not remain a total stranger, which, in turn, can lead to supplemental funding.

Be prepared to improvise. Your anticipated 30-minute casual discussion with one person could morph into a meeting with a panel of board members. Don't assume anything. Always be open-minded and prepared for a casual or formal dialogue with whomever is present.

Bring extra copies of material for distribution. Stay relaxed, but stick to the agenda. Be sure that every important aspect of the project receives everyone's attention.

Unless you are a seasoned professional, having some anxiety is to be expected. That said, maintaining a good demeanor is crucial for success. Be articulate, relaxed, friendly, and professional. Use common sense and remember that you are meeting with people because the potential donor is interested in your project. Don't try to create illusions or false impressions. Create some small talk before the presentation can sometimes help break the ice.

Don't be squeamish when the time comes for you to make a request. By then you and your colleagues will have researched the donor's financial parameters. Be firm and specific. Don't be afraid to ask for a generous figure, knowing that donors will often lower the amount. Reiterate your need for the requested amount and keep in mind that many donors are required by law to contribute a certain percentage of their wealth to charities or organizations of their choice. If your request is within a reasonable financial range, you are less likely to have your proposal rejected. Your goal should be to leave the meeting knowing that you have presented the facts methodically. If you succeed in doing that, positive results are likely to occur.

In order for you to get more ideas, I suggest you read some articles that discuss the most-effective methods for requesting funds from donors. I particularly recommend the article “How to Ask for Money” written by Cathy Allen and published by the Heartland Institute in Chicago (you can download the article at www.heartland.org/pdf/63381d.pdf). This article is very informative and can easily be used as a template to learn the art of the Ask.

Stephen Wilensky is the Music Department chair at Central High School in Philadelphia and is a Temple University faculty member and Fulbright Award recipient. Please email him at swchs@earthlink.net with comments, questions, and suggestions for future “Finding Funds” columns.