Making a major gift ask can be intimidating. Your organization does vital work, you’ve built a genuine donor relationship, you’ve honed your pitch, you make the ask… but then, they raise an objection

In that tense moment, how should you respond? The best approach is to:

1. Remember that objections are normal
2. Identify the source of the objection – your project, your timing, or your amount
3. Give a thoughtful response

1. Objections Are Normal, Not Personal

Donors considering a major gift want to ensure they’re giving to a trustworthy steward, at a well-run organization, that leads effective projects, for a worthy cause.

In fact, objections are a cathartic way for you and a donor to decipher what they are actually passionate about funding. By listening, you gain more clarity on what you should ask for.

Before you make the ask, prepare for the most common objections you may receive. And welcome objections as an opportunity to earn buy-in.

2. Identify The Root Cause of The Concern

Contrast these objections to a nonprofit that serves Armed Forces veterans:

• Project: “I’m sure that mental health support is important, but I’m really more interested in getting veterans the job training they need.”
• Timing: “I should talk this over with my spouse since our kids are starting college and we’re downsizing our house.”
• Amount: “I admire what you guys do, but that’s quite a lot of money. I’m not as rich as your other supporters.”

Each objection is different. Most come down to project, timing, or amount. Knowing the main hesitation will help you keep the conversation focused on the main obstacle at hand.

3. Respond With The “Feel, Felt, Found” Technique

It goes like this: “I totally understand how you feel about X. Our supporter Y felt the same way. But they found that doing Z was a good solution.”

Sometimes you can accommodate a supporter’s concern:

• “I understand this gift is a significant amount for your family. Our supporter John felt the same way but was able to generously increase the amount we receive in his estate plans. Is that something you would consider doing?”

Other times, you can tactfully push back with an alternative:

• “I understand that the timing is difficult for you right now. Since many of our supporters are in the same boat, our Board just announced a $1 million matching challenge to meet our increased funding needs this Winter. Would you be interested in giving sooner to double the impact of your gift?”

As a major gift fundraiser, you will inevitably face objections. Remember these tips to give yourself the best chance to find a way forward, honor your donor’s intentions, and close more gifts for your cause.