演講MP3+雙語(yǔ)文稿:3個(gè)方法讓你成為一個(gè)更有效的籌款人

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【演講者及介紹】Kara Logan Berlin

發(fā)展戰(zhàn)略家卡拉·洛根·柏林幫助人們和組織加速籌款——把重要資源送到真正變革前沿的夢(mèng)想家手中。

【演講主題】3個(gè)方法讓你成為一個(gè)更有效的籌款人

【中英文字幕】

翻譯者 Junrui Zheng 校對(duì)者 Kiki Peng

00：13

I'm here today to talk about fundraising,or as you probably think of it, "the other F-word."

我今天要討論的是籌款問題，或者你會(huì)聯(lián)想到的一個(gè)以相同字母開頭的臟話。

00：18

(Laughter)

（笑聲）

00：20

Because if you want to change the world,you have to know how to pay for it. I'm not talking about being a good person-- you can do that for free. I'm talking about if you want to create something,start something, galvanize a community, improve the lives of others, run foroffice.

因?yàn)槿绻阆胍淖兪澜?，就必須得明白如何?fù)擔(dān)成本。我不是在講如何成為一個(gè)好人——那是不需要成本的事情。我是說，你如果想創(chuàng)造些什么，發(fā)起些什么，激勵(lì)某個(gè)群體，改善他人的生活，或是競(jìng)選公職之類的事情。

00：35

Every day, great ideas die on the vine, becausethey don't have capital to get off the ground. And all of the work, thethought, the vision that goes into the idea, isn't worth much if you can't payyour bills. And while most of the greatest social movements in history werepowered purely by an idea and people's belief in that idea, real change andimpact require resources.

每天都有好主意半途夭折，因?yàn)闆]有足夠的啟動(dòng)資金。于是所有為其進(jìn)行的工作、耗費(fèi)的心力、提出的愿景，如果你無法為其買單，都將毫無價(jià)值。雖然歷史上大多數(shù)最偉大的社會(huì)運(yùn)動(dòng)僅僅靠一個(gè)想法以及人們對(duì)這個(gè)想法的信念提供動(dòng)力，但真正的改變需要資源。

00：58

Real people do this work, they need real change,real impact and resources to actually make it happen. The people that believein this work have to have the support and the resources to do it. That's whereI come in. I get essential resources into the hands of people and visionarieson the front lines, doing work that matters.

確實(shí)得有人做事，而且他們需要真正的改變、真正的影響力和資源，才能將想法變成現(xiàn)實(shí)。有意實(shí)踐自己想法的人必須得到支持和所需的資源。而這就是我扮演的角色。我把必不可少的資源提供給有遠(yuǎn)見卓識(shí)、工作在一線的人們，讓他們?nèi)プ鲋匾墓ぷ鳌?/p>

01：19

We spend the majority of our waking hoursworking. We spend more time working than we do with our loved ones. So Idecided early on that I have to love my work, and it has to add value. Andwhile I would love to be one of these people who spearheads social change fromthe ground up, the thing I realized early on in my nonprofit career is that thething I'm good at, the thing I'm really good at, is raising money. And I loveit. I think it is a privilege to work alongside bold, ambitious, optimisticleaders and the organizations they serve.

我們把大部分時(shí)間都花在工作上。我們花在工作上的時(shí)間甚至比與親友們共度的時(shí)間還要多。因此，我很早就決定，我必須得熱愛我的工作，提高我工作的價(jià)值。雖然我很愿意成為那種給社會(huì)帶來變化的先鋒人物，但是，我很早就從自己的非營(yíng)利性工作中意識(shí)到，我所擅長(zhǎng)的事情，我真真正正擅長(zhǎng)的事情，就是籌款。我非常熱愛這項(xiàng)工作。我覺得，與雄心勃勃、積極大膽的領(lǐng)袖們還有他們帶領(lǐng)的組織一起工作，是一種莫大的榮幸。

01：54

So I teach people how to do the thing I'mgood at, because the more people that learn how to be good at my end of thiswork, the more work will get done.

因此，我將我的長(zhǎng)處教給其他人，因?yàn)樵蕉嗳藢W(xué)到了如何籌款，就會(huì)有越多的事情能被完成。

02：02

And I teach everyone. I teach CEOs andpresidents, and boards of directors and EDs. I teach development directors inall sorts of teams and nonprofit newbies, social change agents and candidates.I teach anyone that wants to do something extraordinary how to fund theirdream. My dream is that there will be more people like me doing this work welland that development will be an undergraduate course at universities, so thatfundraising animals like me will find this job out of the gate, instead ofdiscovering it years later, accidentally. I even have the curriculum developed,but short of overhauling undergraduate course requirements, I think tonight's probablya good first step to get people to think about fundraising more as anopportunity and less as a dirty word.

每一個(gè)人都是我教學(xué)的對(duì)象，包括公司總裁和董事長(zhǎng)，董事會(huì)成員和執(zhí)行董事；各種團(tuán)隊(duì)的開發(fā)總監(jiān)，非盈利企業(yè)的新人，正在或?qū)⒁苿?dòng)社會(huì)變革的人，等等。我教授所有想干出一番事業(yè)的人如何為他們的夢(mèng)想籌款。我的夢(mèng)想是有更多人會(huì)像我一樣擅長(zhǎng)籌款，讓這種商業(yè)開發(fā)的能力被納入大學(xué)本科的課程大綱，好讓像我一樣善于籌款的人一畢業(yè)就走上這條道路，而不是在數(shù)年后才碰巧發(fā)現(xiàn)。我甚至將課程都編好了，但是缺少對(duì)大學(xué)本科課程要求的整改機(jī)會(huì)。我想，今晚很有可能就是一個(gè)契機(jī)，開始改變?nèi)藗儗?duì)籌款的想法，讓它成為一個(gè)機(jī)會(huì)，而不是那個(gè)相同字母開頭的臟話。

02：50

If you want to change the world, you haveto know how to pay for it. To do that well, you have to understand three bigthings. Your feelings about wealth and money, the importance of buildingrelationships, and how to ask for what you want.

如果你想改變世界，你就得明白如何負(fù)擔(dān)其成本。為了做到這一點(diǎn)，你必須得明白三件事：你對(duì)金錢和財(cái)富的感覺，建立關(guān)系的重要性，還有索求的藝術(shù)。

03：05

Let's start at the top, your feelings aboutwealth and money. What is your relationship to money? Money is complicated, itmakes everyone squeamish, it makes everyone act kind of weird. Anyone who'sever had to split the check after dinner with friends can tell you this.Imagine what it was like before Venmo.

讓我們先從第一個(gè)開始，你對(duì)金錢和財(cái)富的感覺。你跟錢的關(guān)系是怎樣的？錢是個(gè)非常復(fù)雜的東西，它把每個(gè)人都搞得神經(jīng)兮兮的，讓每個(gè)人都行事詭異。任何一個(gè)要跟朋友 AA 晚餐費(fèi)用的人都會(huì)這么跟你講：真不敢想象電子錢包發(fā)明之前該怎么辦。

03：23

(Laughter)

（笑聲）

03：25

To help people learn how to raise money,you have to help them understand their deal with money, because everybody hasbaggage. Grew up poor? Baggage. Grew up rich? Baggage. Mad or envious thatother people have more money than you? Baggage. Think people with money aresmarter than you? Baggage.

為了幫助人們學(xué)會(huì)籌款，你得幫他們理解他們?cè)撛趺锤疱X打交道，因?yàn)槊總€(gè)人都多少有點(diǎn)家境上的包袱。窮養(yǎng)？包袱。富養(yǎng)？包袱。總是嫉妒別人比你有錢？包袱。總覺得有錢人比你聰明？還是包袱。

03：44

(Laughter)

（笑聲）

03：45

Feel guilty that you have more money thanother people? That's some first-class baggage.

覺得自己比別人有錢就有負(fù)罪感？那可真是“頭等”的包袱。

03：50

(Laughter)

（笑聲）

03：52

It's still baggage, people, it's stillbaggage. So whatever your deal is with your baggage, you have to reconcile itif you're going to be able to ask for money. And here's a little tip aboutasking people for money. The only difference about really wealthy people and usis that they have more money than us. That's it. Don't overcomplicate it. Theycome with their own baggage.

你比別人有錢也是個(gè)包袱，朋友們，你比別人有錢也是個(gè)包袱！所以隨便你怎么處理你的包袱，如果你想能找別人要錢，你就得與它和解。然后，一個(gè)關(guān)于找人要錢的溫馨提示：真正的有錢人 和我們之間的差別，就是他們比我們有錢。僅此而已。別把它想得很復(fù)雜。他們也背負(fù)著自己的包袱。

04:14

When you think about how to do this work,it's important to remember that money makes the world go round. You hear thatall the time, but it's true. Whether you're a nonprofit, for-profit, or you payyour own bills. We often feel like talking about it is this icky, embarrassing,ugly thing, but it's just money. And it's a fact of life. So how you feel aboutit directly affects how you approach it.

你在想怎樣籌錢的時(shí)候，記得“是錢讓世界運(yùn)轉(zhuǎn)”這一點(diǎn)非常重要。你經(jīng)常聽到這句話，但它確實(shí)是真的。不管你營(yíng)不營(yíng)利，或者你自己解決成本問題。我們總是覺得談?wù)撨@種事情不太好，特別尷尬而且難以啟齒，但它就只是錢的問題，而且是無從逃避的生活現(xiàn)實(shí)。所以你對(duì)其的感覺直接影響你處理它的方法。

04:37

Like everyone else when I started out inthis work, I had to examine and understand my own feelings about wealth andmoney. And I had to learn how to separate them from how I feel about raisingmoney for important causes. How I feel about asking for money to help people dogood work in the world is not the same as how I feel about asking for money formyself. This is an important distinction. When I go and talk to someone, I'mnot asking them to pay my mortgage. I'm giving them an opportunity to invest inan idea that's going to change the world for the better. Why should I feel badabout that? If you want to be good at raising money, you have to be able toreframe the ask, both for yourself and for other people, as an opportunity.

像所有人一樣，當(dāng)我開始自己的籌款事業(yè)的時(shí)候，我必須考量并理解自己對(duì)金錢財(cái)富的感覺，并學(xué)著把它們與我對(duì)為了重要事業(yè)籌款的心態(tài)區(qū)分開來。給世上做好事的人們籌款時(shí)，我的感受跟給自己籌款時(shí)的感受是不一樣的。這個(gè)差別非常重要。當(dāng)我去游說別人時(shí)，并不是在要他們付我的貸款，而是要給他們一個(gè)機(jī)會(huì)，去投資一個(gè)能造福世界的構(gòu)想。那我怎么會(huì)為此感到不悅呢？如果你想善于籌款，你得能換一種提出請(qǐng)求的方式，這對(duì)你、對(duì)他人，都是一個(gè)機(jī)會(huì)。

05:21

Next, you have to get prepared to buildsome relationships. People give to people, they don't just give to ideas. Andif they don't believe in the person running the place, you're already dead inthe water. This is true whether you're in stocks or venture capital, politicsor nonprofits.

然后，你要準(zhǔn)備好發(fā)展一些人脈。人們?cè)敢馔跺X，并不是只看想法，更要看人。如果他們不信任管事的人，你的構(gòu)想基本就已經(jīng)胎死腹中了。這是一個(gè)不爭(zhēng)的事實(shí)，不管你是炒股、做風(fēng)險(xiǎn)投資，還是玩政治、做非營(yíng)利工作。

05:38

Building a relationship with people takeswork. You have to care about more than just what you want or need, you have toalso value what someone else wants or needs. I know, it's a shocking, terribleidea. But oftentimes, closing gifts is understanding the person, more than it'simportant to know the product. And if you think building a relationship withpeople takes work, building a relationship with someone you're asking for moneyfrom takes work, and it takes homework. Have you done any research? Do you haveany idea what they care about? Do you know why they should invest in your work?Can you answer that question in less than 30 seconds? If you can't, the meetingis going to be pretty rough. And the answer can't be "Because they'resuper rich and they live in your zip code."

發(fā)展人際關(guān)系需要投入。除了關(guān)心你自己的需求，也要在乎別人的需求。我知道，這是個(gè)駭人聽聞的想法。但是往往談完項(xiàng)目送點(diǎn)小禮是在接觸、理解一個(gè)人，而這甚至比了解產(chǎn)品更重要。而且，如果你覺得發(fā)展人脈需要投入，跟你能要錢的人發(fā)展關(guān)系更是需要投入，而且要的不只是談生意時(shí)的投入。你去了解過這個(gè)人嗎？你知不知道他們?cè)诤跏裁?？你知不知?他們?yōu)槭裁葱枰顿Y你的事業(yè)？ 你能在30秒之內(nèi) 回答這些問題嗎？ 如果你不能，你們的面談 會(huì)非常艱難。而且你的答案絕不能是，“因?yàn)樗麄兏坏昧饔?，而且他們住得離你很近。”

06:25

When you talk to people and understand whatthey care about, it has to be in person. Fundraising is relational, it's nottransactional. And you have to ask them questions. When I sit down with adonor, it goes something like this. "Hi, thanks so much for seeing me. Howhave you been? Did you guys go anywhere fun over holiday? Nice, I love Mexico.Do you always go to the same place? Oh, that's awesome! Are those your kids?They're so cute. How old are they? Where are they in school? Oh, that's a greatschool, are you guys very involved there? Your spouse in on the board? How'sthat? How did you guys meet? Oh, at Santa Clara, that's awesome. Are you superinvolved in the alumni network? So interesting. Where do you guys live, again?That's great. Is that your boat?"

在你跟人交談，嘗試?yán)斫馑麄冊(cè)诤跏裁磿r(shí)，你們必須是面對(duì)面的?；I款是一場(chǎng)人際交往，而非一筆交易。因此你得問他們問題。我在跟投資方面談時(shí)，基本是這樣問的：“你好！非常謝謝你抽出時(shí)間見我。你最近怎么樣？你們?nèi)ナ裁春猛鎯旱牡胤蕉燃倭藛幔磕峭玫?，我特別喜歡墨西哥！你們是一直去一個(gè)地方嗎？哇，那也太贊了吧！那邊的是你的孩子們嗎？他們好可愛！ 他們多大了？ 在哪兒上學(xué)？ 哇，那可是個(gè)特別好的學(xué)校！ 你們經(jīng)常參加學(xué)校的活動(dòng)嗎？ 你愛人在校董會(huì)？是怎么選上的？ 那可有成堆的事情要做。你們當(dāng)時(shí)是怎么認(rèn)識(shí)的？ 噢，在圣克拉拉大學(xué)認(rèn)識(shí)的？ 那很厲害?。?你是在校友會(huì)中很活躍嗎？ 真有意思！ 你們是在哪里住來著？ 哇哦，好地方！ 那是你的船？”

07:08

(Laughter)

（笑聲）

07:09

I literally go through all of these things,right. And you know why? Because guess what I know now. I know they're out of120 grand a year in schooling for the next 12 years. Right? Spouse is on theboard of the kids' school, I know they're out of 100K probably. It's asix-figure. They're both involved in their school alumni, that's probably 25K.They told me they live on the Upper East Side -- I can look up their apartmentonline and find out what their mortgage is. And I know they own a second homein Mexico. Oh, and they own a boat. Which is like funny money, right? So what Inow understand --

我差不多把這種問題都說光了，對(duì)吧！你知道為什么嗎？因?yàn)?，猜猜我現(xiàn)在有多了解他們。我知道他們接下來十二年間，每年能從學(xué)校賺十二萬(wàn)多美元。對(duì)不對(duì)？愛人在孩子學(xué)校的校董會(huì)，我知道這就已經(jīng)十萬(wàn)起步了?？隙ㄊ橇粩?shù)。他們都在校友會(huì)里面，這大概是兩萬(wàn)五。他們還告訴我他們住在上東區(qū)，我可以在網(wǎng)上查到他們的房子，并搞清楚他們的按揭。我還知道他們?cè)谀鞲邕€有套房。哦對(duì)，他們還有條船。這可是花著玩兒的錢，對(duì)吧？所以，我現(xiàn)在了解到的——

07：43

(Laughter)

（笑聲）

07：44

It's true. What I now understand is thattheir 1,000-dollar gift is probably more of a starter gift. And I should bethinking about ways to help them partner with us and invest in a moremeaningful way.

確實(shí)，我現(xiàn)在了解到的，是他們一千美元的謝禮很有可能只是個(gè)開始。我也得考慮如何讓他們跟我們合作，好讓他們做更有意義的投資。

07：59

I know this sounds a tad mercenary. I'm notconfused about how it sounds. But here's what I want to tell you, because thisis the part that all my clients always want to skip, because they think it'sthe fluff and it's not important. If you don't understand what they care aboutand what they value, how are you ever going to be able to tell them about yourwork, right? I want them to fund our work, I do. But I also want them to have areally meaningful experience as a donor, so that they feel like we're partnersand they're not an ATM, right?

我知道這聽起來有點(diǎn)唯利是圖的味道，我也很清楚這聽起來是什么感覺。但我要告訴你的是，這一步是我所有的客戶總是想跳過的，他們覺得這是花里胡哨的瞎扯，覺得它不重要。如果你不理解他們?cè)诤跏裁?、看重什么，你又何從告訴他們你的事業(yè)如何如何呢，對(duì)不對(duì)？我想讓他們給我們的事業(yè)投資，我確實(shí)這么想，但是，我也想讓他們得到一次真真正正有意義的投資體驗(yàn)，好讓他們感覺到，我們是合作伙伴，他們也不是臺(tái)取款機(jī)，對(duì)不對(duì)？

08：30

So it's important to ask the questions,because the more you know about them and you know what they value, the more youcan steer the conversation in a direction about your work that will resonatefor them. And once you get past the get-to-know-you part, you get into the funstuff, like, "Why are you philanthropic at all?" Right? "Why doyou invest in new ideas? Do you want giving back to be a value you pass on toyour children? Can we help you do that?" It's really awesome, it'smeaningful, and remember, it's a conversation, it's not a cross examination,it's not an interview. Don't walk in there and tell them everything you alreadyknow about them, because you did your research. You don't get extra points forknowing how to use Google. It's 75 percent them talking, 25 percent youlistening. It's better to be a good listener than a good showman.

所以，問問題非常重要，因?yàn)槟阍搅私馑麄儯阍街浪麄兛粗厥裁?，你就越能掌控談話的方向，好讓他們?duì)你的事業(yè)產(chǎn)生共鳴。而一旦你過了了解他的階段，就能問些真正有意思的問題。比如說，“你到底為什么這么樂善好施呢？”是不是？ “為什么你要投資新的構(gòu)想？ 你想給你的孩子們 傳遞積極回報(bào)的價(jià)值觀嗎？ 我們能不能幫你呢？” 這真的很有意思，有意義。而且記住，這是談話，不是盤問，不是面試。千萬(wàn)別一走進(jìn)去就把你想知道的都問出來，就憑你了解過他們。別人可不會(huì)因?yàn)槟銜?huì)上網(wǎng)就給你加分。75%是他們講，25%是你聽。做好一個(gè)傾聽者比好好秀一把來得更有用。

09：19

And once you understand what they careabout, you can talk to them about what you care about. You can tell them aboutyou. Now, when you do this, don't get too deep into the weeds, or you'll losethem. It's a lot like when I sit down with guys in finance, right, and I say,you know, "How's work?" I'm looking for, like, a thumbs up, thumbsdown. But what I get sometimes is a long description of how the markets aretrending, and my brain leaves my body and starts to think about what time mydry cleaner closes.

而且，一旦你了解了他們看重什么，你就能跟他們談?wù)勀阕约涸诤跏裁?。你可以跟他們講講你自己。如果要這么做的話，別講太多細(xì)枝末節(jié)的東西，不然你抓不住他們的注意力。這就特別像，我跟金融從業(yè)者商談時(shí)，我問，“呃，行情怎么樣？”我其實(shí)想要的，僅僅是簡(jiǎn)單的肯定或否定，但有些時(shí)候我得到的，是關(guān)于市場(chǎng)趨勢(shì)的一段冗長(zhǎng)的描述。那我的思緒就直接開始神游，開始想我的干洗店什么時(shí)候關(guān)門。

09：54

(Laughter)

（笑聲）

09：55

Like, I don't have capacity for that. Andthey don't have capacity for that level detail of our work. If they want it,they'll ask you the questions.

我就是聽不下去。同樣，我們的客戶也沒有能力接受我們工作的那些細(xì)節(jié)。如果他們想知道，他們會(huì)問你的。

10：03

It's this thing that happens over and over,because -- here's an example. I worked with this CEO once, and I was hired toteach him how to talk to human people, like a human person.

這種事情一天到晚都在發(fā)生，因?yàn)椤e個(gè)例子，我曾經(jīng)跟一位總裁合作過，他雇用我教他如何用人話跟人類交流。

10：15

(Laughter)

（笑聲）

10：16

It was a very difficult job. So, he keptgetting great donor meetings, and he wasn't closing any gifts. And I could notfigure out what the problem was, so finally, I was like, "I'm going tocome with you." So I went with him to meetings, and what would happen was,he was getting into such detail with the donors that their eyes were glazingover, and then after he was done with his 15-minute pitch, they literally wouldsay -- this happened, like, three times in a row -- "God, that soundsgreat. Congratulations. Keep up the good work." And that was the meeting,which was obviously not the outcome we were looking for. So, he couldn'tunderstand what I was trying to say to him, that I finally, in an act of sheerdesperation, was like ... "You know what I love? I love NASA. I love NASA.I think it is unbelievably amazing we have figured out how to get a person tothe Moon. I think it's awesome. I think the idea of getting someone to theMoon, and they walk on the Moon, and I love rocket ships. I love rocket ships,rocket ships are amazing. But if you start to tell me about the rocket ship,and how it gets to the Moon, and the math and the science equations, on how therocket ship gets to the Moon, I promise you, I will hang myself with my ownhair."

那是個(gè)格外艱難的工作。一直有不錯(cuò)的捐助者會(huì)議來邀請(qǐng)他，但他卻一樁生意都沒談成。我完全沒辦法找出問題的根源，所以最后，我就跟他說，“我要跟你一起去。沒事的。”我就跟他一起去參會(huì)了。結(jié)果，現(xiàn)場(chǎng)狀況是，他跟捐助者講了太多細(xì)節(jié)，搞得他們目光漸漸呆滯；而在他花了十五分鐘推銷講解后，他們就真的只會(huì)說——這種情況連續(xù)發(fā)生了三次——“哇，聽起來不錯(cuò)。恭喜。繼續(xù)保持。”會(huì)議就到此結(jié)束，而結(jié)果明顯不是我們想要的。但他沒辦法搞懂我的意思，最后我只能徹底絕望地說，“你知道我喜歡什么嗎？我喜歡美國(guó)國(guó)家航天局。我喜歡美國(guó)國(guó)家航天局。我覺得，我們成功載人登月非常了不起。我覺得那真是厲害。我認(rèn)為載人登月這個(gè)構(gòu)想，還有讓他們?cè)谠虑蛏闲凶摺?，老天爺，我特別喜歡太空船。我特別喜歡太空船，太空船真是太驚人了。但如果你要告訴我太空船的種種細(xì)節(jié)，或者它是怎么登月的，又或者是登月背后的種種數(shù)學(xué)和科學(xué)方程，我向你保證，我會(huì)用自己的頭發(fā)把自己了結(jié)的?！?/p>

11：32

(Laughter)

（笑聲）

11：35

I was like, "That is not how you tellpeople about your work. What is the need?" Like, what's the point, right?How do you address the need, why are you better at it than anybody else? Andwhat can you do to make it about them? How can they help you get to the Moon?That's the good stuff. If you're able to do that, you're probably ready to makethe ask.

我說，“你不能那樣跟人介紹你的工作。有什么必要??？”就是，有什么意義呢，對(duì)不對(duì)？你如何滿足需要，你為什么比別人都要擅長(zhǎng)這件事，還有你如何能讓這件事跟他們產(chǎn)生關(guān)系，他們?cè)鯓硬拍軒湍愕竭_(dá)月球？這些才是別人想聽的東西。如果你能做到這一點(diǎn)，你十有八九已經(jīng)準(zhǔn)備好提出請(qǐng)求了。

11：58

Now, I don't expect everyone to be superexcited to ask people for money. That's why development is an actual professionand not an awkward hobby.

我并不期望大家都對(duì)找別人要錢感到超級(jí)激動(dòng)，而這也是為什么商業(yè)開發(fā)是種真正的職業(yè)，而不是什么難以啟齒的嗜好。

12：06

(Laughter)

（笑聲）

12：07

Naturally great fundraisers love people,they can and will talk to anyone, they can find common ground with anyone,they're your friends that talk to people in the elevator or at the grocerystore. They believe in the work required to both build relationships and keepthem. And they naturally have a high tolerance for rejection.

一般來說，好的籌款者都很喜歡跟人打交道。他們有能力而且愿意跟任何人交談，他們能跟任何人找到共通的地方，他們是那種敢在電梯里或者雜貨店里 跟人閑聊的朋友。他們相信，發(fā)展人脈和維持關(guān)系 都要投入精力。他們也天生對(duì)拒絕 有著非凡的容忍度。

12：31

But I don't expect everyone to be anatural, and you don't have to be a natural to raise money. You just have torespect the people and the process, and do the work. Will you reconcile yourbaggage? Will you commit to build relationships? If you will, you're ready tomake the ask. And the ask is oftentimes as simple as using the phrase"Would you consider?" Would you consider becoming a monthly donor?Would you consider increasing your support to 100 dollars? Would you considerinvesting in our work at the one-million-dollar level?

但我并不指望每個(gè)人都有這種天賦，而你籌錢也不需要這種天賦。你只需要對(duì)他人還有整個(gè)過程心存敬意，然后踏實(shí)做事。你會(huì)不會(huì)與自己的包袱和解？你會(huì)不會(huì)致力發(fā)展人脈？如果你會(huì)，你已經(jīng)準(zhǔn)備好開口詢問了。詢問的方式一般都很簡(jiǎn)單，只需要用這句話：“你要考慮一下嗎？”你要考慮成為按月捐助者嗎？你要考慮把你的支持力度提高到100美元嗎？你要考慮以百萬(wàn)美元的規(guī)模投資我們的工作嗎？

13：05

"Would you consider" does acouple of awesome things. One, it gives the donor an easy way out. Like, theycan say "no" without it being "yes-no." And two, it givesyou a second ask. "Well, what would you consider?"

“你要考慮一下嗎？”這句話有幾個(gè)很好的效果。第一，它給了捐助者一個(gè)臺(tái)階下。他們可以直截了當(dāng)?shù)卣f不，不需要拐彎抹角。第二，它能讓你問第二次?！昂冒?，那你考慮要做什么呢？”

13：16

(Laughter)

（笑聲）

13：18

It's good, right?

挺不錯(cuò)的，對(duì)不對(duì)？

13：19

(Laughter)

（笑聲）

13：21

When you do this, remember, you're notasking for yourself. You're asking on behalf of all of the people you serve orare touched by your genius. This isn't a personal favor, right? Feel proud ofthe ask -- it's incredible that you do this work. Don't try to be someoneyou're not, you're going to go to these meetings and think you need to big-shotit. Be yourself, authenticity matters, nobody likes a phony. Just be yourself.

記住，你在這么做的時(shí)候，你不是在為自己而問。你的發(fā)問，代表了你所服務(wù)的所有人，也代表了被你的才華觸動(dòng)的人。這可不是個(gè)人私事。為自己詢問感到自豪吧——你做這種工作很了不起。別試圖裝門面，別想著在會(huì)議上扮大佬。做你自己，真實(shí)性很重要。沒人喜歡騙子。做你自己就好。

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