Making the Ask (ebook)

Bernard Ross
Clare Segal

Publication date: June 14, 2021

£9.99 exc. VAT

SKU: 9781788602365 Categories: , Tag:


If you’re a fundraiser or social entrepreneur keen to secure large gift for any kind of social cause you need to be able to ask the right people for the right money in the right way. But how do you do that?

In this ground-breaking book, global experts Bernard Ross and Clare Segal share their approach – used by major fundraising organisations from UNHCR in the Middle East to MSF in the US and from UK’s Oxford University to MEF Museum in Argentina – which has been used to secure gifts up to $110m in a single ask.

Whether you’re an experienced fundraiser looking for new ideas, a newbie keen to get to the right approach fast, or a board member anxious to help out, you’ll find the answers you’re looking for inside. The book also has a special social bonus – every copy you buy will result in a donation to the WHO foundation to pay for a Covid 19 vaccine in a developing nation. “One reasonably useful book = one life-saving vaccine.”

No fundraiser’s office should be without this book
I would buy any book by Bernard Ross AND when he co-authors one with the outstanding Clare Segal, I would ensure that I don’t miss it! This amazing duo’s latest book, Making the Ask, does not disappoint.
I have been reading up on behavioural science to improve fundraising success for a few years and have had some wins just based on following basic principles. This book was therefore timely and will become an essential read for anyone wanting to maximise income to their non-profits. Although a serious subject and critical to any fundraiser, Ross and Segal’s book is peppered with their inherent humour, making it a fun but vital read.


Ross and Segal’s super new book engagingly breaks form how to prepare your propositions passionately and persuasively for success. Using years of proven experience with decision science to give you practical and applicable tools to make the ask, raise more money and be able to do more good in the world.


A remarkable book that covers not only how to engage with donors, but also how to manage yourself while doing it. Full of insights clearly expressed, and illustrated with examples from the authors’ successful practice. I hope nobody else who might approach our target donors before us reads it 😉


Practical and modern guide to fundraising
Making the Ask is an excellent update on Ross & Segal’s previous work ‘The Influential Fundraiser’. It now incorporates the latest learnings from decision science, advancing the already useful psychological and sociological tools from their previous work. The book is a deeply practical and reflective guide for any individual whose job it is to inspire others to change the world through donating money.


This is an absolute must if you are serious about your job just not as a fundraiser, but as someone working in the charity sector.


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