Making the Ask
Major Donor Masterclass
London and Wakefield | June 2025
Turn conversations into cash for your cause
Imagine transforming a 10-minute conversation into a £50,000 gift.
Every fundraiser faces that pivotal moment: the Ask. Seeking major support can feel daunting, whether it happens over reception drinks, backstage at a theatre, munching a croissant at a Chamber of Commerce breakfast or even on a hurried Zoom call.
But it’s also where transformational gifts happen for you, your organisation, and your cultural or heritage mission.
Why this masterclass?
Master the art and science of the Ask — and secure bigger gifts, faster, with greater confidence.
Effective asks aren’t improvised. They’re crafted using the latest insights from philanthropic psychology and the neuroscience of decision making, and they’re tested with fundraisers worldwide on campaigns from £60K for a festival in Bath to £60M for the refurbished museum in Paisley.
In a packed day you’ll learn how to:
- Structure the Perfect Ask with a proven 5-step roadmap that draws prospects in and builds your confidence.
- Learn to use neuroscience-based tools to ensure your message is memorable and motivates your prospect.
- Apply 20 Innovative Tools drawn from leading edge psychology and neuroscience to handle any situation or supporter profile.
- Create a powerful case for support — move beyond simplistic storytelling to narratives that donors remember and act on.
- Build rapid rapport — even with the most challenging prospects feel confident to build positive professional relationships.
- Master real-world skills including deep listening, persuasive storytelling and confident objection handling.
Don’t risk missed gifts, stalled projects or lost momentum. Craft every Ask for maximum success.
Discover the 5 steps to solicitation success
Guide prospects from interest to action, using a high-stakes, high-reward framework:
- Passion — ignite emotional engagement.
- Proposition — craft a compelling, irresistible idea.
- Preparation — anticipate needs and navigate challenges.
- Persuasion — tailor your approach to individual decision styles.
- Persistence — turn “no” into “yes”.
20 proven tools to transform your approach
In each stage we introduce you to four different tools yo engage your prospect. Move beyond outdated “Moves Management.” Instead, tap into cutting-edge, science-backed techniques:
- Get yourself and your prospect into the ideal giving mindset.
- Stimulate a donor’s altruistic instincts as a “philanthropic pharmacist”.
- Shape a memorable Case for Support using four flexible frameworks.
- Price your philanthropic proposition for maximum impact.
- Respond effectively to the “9 Nos” that derail most asks.
How you'll learn
Expect a fast-paced, highly practical session packed with:
- Expert-led insights and live technique demonstrations.
- Engaging case studies from real-world arts fundraising campaigns.
- Live solicitation exercise: gain personal feedback on your approach.
- Small group exercises to sharpen your skills.
- Individual activities to build confidence.
- Dedicated Q&A to tackle your live challenges.
Your expert guides
Based on the #1 Amazon bestselling book Making the Ask by Bernard Ross and Clare Segal, this Masterclass distills decades of frontline fundraising experience into a dynamic, practical toolkit.
“In this ground-breaking book, global experts Ross andSegal 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.”
Meet your experts
Bernard Ross
Director of =mc consulting and the National Arts Fundraising School
Bernard is a leading global authority on fundraising neuroscience. He helped secure £60M for Paisley Museum, $10M for the Dian Fossey Gorilla Fund, and has advised fundraisers in 15+ countries.
Sarah Shooter
Head of Development at Theatre Royal Wakefield
Sarah is responsible for 40+ corporate partnerships and award-winning fundraising. Deputy Director at the National Arts Fundraising School. Sarah also acts as a consultant to a range of other agencies from MSI Reproductive Choices to Blackpool Grand Theatre.
Learning outcomes
By the end of this Masterclass, you’ll:
- Confidently ask major donors for significant gifts.
- Apply a systematic, replicatable method to every solicitation opportunity.
- Build deep rapport, listen actively, and overcome objections smoothly.
Who else has benefitted?
Among the arts, culture and heritage organisations who’ve benefitted from this programme are Historic Environment Scotland, Scottish Opera, Holburne Museum, BFI, V&A Dundee, Vienna State Ballet, Cheetham’s, Bluecoat Liverpool, British Council and York Museums Trust.
And among the major charities who benefited are Cancer Research UK, Dian Fosse Gorilla Fund, UNHCR Middle East & North Africa, Smile Train, MSI Reproductive Choices, Nelson Mandela University (South Africa), and University of Edinburgh.
Key details
Dates:
Wakefield: Thursday, 12th June 2025
London: Monday, 23rd June 2025
Time: 09:30 – 17:00
Includes: Full-day training, documentation, lunch, tea, and coffee.
Cost: £149 + VAT.
Bonus: Book by 16th May and receive a free copy of Making the Ask (£19.99 value).