Ask before Asking

Photo by Evan Dennis on Unsplash

In 2008, author Seth Godin promoted the concept of permission based marketing. Godin’s concept is that, “permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” 

Successful resource development works the same way. Think of it as asking to make the ask. Using permission based marketing in resource development means the ask starts, like Godin’s process does, with the understanding that you do not have a right to communicate with a donor. After that recognition, you naturally become focused on how to engage the donor in a partnership that results in them allowing you to make an ask that they anticipate and is relevant and personal.

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