Every fundraiser faces the moment: it’s time to make the ask. The mother of James and John shows us how, and teaches us what to avoid.
Talk to the Right Person
Mom got the most important thing right. She went directly to Jesus, the only one who could give the final answer. She didn’t ask Peter to put in a good word, that would have been a conflict of interest, and Peter couldn’t give the final word anyway. Don’t take a no from someone who can’t give you a yes. Are you pitching the daughter when her mom controls the purse strings? In fundraising, we sometimes waste months cultivating the wrong person. Make sure you’re talking with the right donor.
Ask Boldly
Mom was fearlessly bold. Why? She believed in her sons! Jesus had already honored them among the inner circle of Peter, James, and John. In her mind, it was the logical next step. When you believe deeply in your cause, boldness comes naturally. If you question your ministry direction or doubt your project’s impact, you’ll struggle to ask with confidence. But when you know your mission inside and out, when you’ve seen lives transformed, when you believe God is in this, you can ask without apology.
Get to the Point
Mom didn’t list her sons’ credentials or justify her request. She just asked. Ian, a successful investor, learned this lesson after 30 years. Every pitch deck he made was 90% wasted effort. He discovered that family offices make investment decisions in three minutes, not from 47 slides but from one page answering three questions: What you’ve done (track record), what you’ll do (clear plan), and what they’ll make (their return). Ian says, “If you can’t explain your deal on one page, you don’t understand it yourself.”
You’re presenting an eternal investment. Can you answer on one page: What have you accomplished? What will you do with this gift? What eternal return will donors see?
Ask for the Right Things
Here’s where mom missed the mark. Jesus answered, “You don’t know what you’re asking.” Her enthusiasm was genuine, but she completely misunderstood what she was requesting. We make the same mistake. We get excited about our project and boldly approach a donor, asking the wrong person, at the wrong time, for the wrong amount, for the wrong project. A college president once asked a local bank for a $50 million lead gift. Shocked, they questioned why he thought they had that capacity or interest.
Before you ask, do your research. Understand the donor’s capacity, passions, and giving history. Learn what truly matters to them. Match your request to their interests and capabilities.
Think About This: “Desire without knowledge is not good, how much more will hasty feet miss the way!” (Proverbs 19:2) This week, research one prospect’s capacity and interests thoroughly. Then answer three questions on one page: what you’ve done, what you’ll do, and what eternal impact their gift will create.
Response: Lord, give me wisdom to know what to ask, from whom, and when.
