How to Raise Money Door-to-Door

Charities and organizations often go door-to-door in fund-raising efforts, an activity also known as canvassing. To raise money, you must effectively communicate with potential donors, many of them strangers. You can adapt the following basic method for any cause, social or political group. Before you canvas a neighborhood, learn the laws that govern fund-raising; they vary by locale.

Instructions

1. Create the "rap," your sales pitch to the donor. Introduce yourself by name, identify the organization you represent and briefly explain what the organization does and why you are raising money for it. Practice the first part of the rap until it flows smoothly, and you can maintain eye contact (without staring) the whole time. It should take no more than 30 seconds to complete.

2. Practice pen control. As you finish the rap, hand the clipboard bearing a signature sheet or a petition to the donor. Another sheet should detail the goals of the group. Withhold the pen. While the person reviews the goals, mention a fact or two about the organization. Focus on any goals that focus on local issues that may interest the donor. As the person finishes reading, ask him to sign the sheet or petition and mention again that you want to discuss fund-raising. Once you establish your purpose, hand your pen to the donor. If you hand over the pen before mentioning fund-raising once more, the person may be so focused on signing, he might not comprehend that part of your mission.

3. Launch into fund-raising. Emphasize how important donations are for your group. Lend your pitch urgency. Mention how few times you visit the donor's neighborhood each year. Explain which forms of payment are acceptable. Learn to pitch as the person signs his name and fills in his address. When the prospect finishes, target him at a certain level. If the person rejects your top level, re-target at a level 10 percent below that and work down from there.

4. Put the donation in perspective if the prospect continues to resist. By the third level, you might define a donation of $50 as "less than a dollar a week." You could characterize a $36 donation as "less than a dime a day." Or you can break down the amount into months, so a $60 dollar donation could be described as "$5 a month."

5. Reset the target. If the person volunteers an amount before you suggest one, mention the various membership levels to elevate his offer, or explain that you're trying to meet your nightly goal and that a certain amount will contribute to that.

6. Go small. If all else fails, and the person says he can't donate any money, tell him you accept small change donations. The trick is to get the person involved with your organization, even at the smallest level, so you can return and pitch him on your next visit. No matter how much money the donor contributes, or if contributes nothing at all, graciously thank him when you're done.

7. Examine the numbers at the end of the workday. If you're not meeting your goals, review your rap to determine if you must adapt it to the locale. For example, if you represent an organization that supports renewable energy, you might underscore environmental issues in more progressive areas while highlighting how your cause can reduce our dependency on foreign oil in conservative neighborhoods.

Tips & Warnings

• If the prospect shows no interest, move on to the next house.