what if
just one of your people asked one new person a week
to become a regular donor?
That's 52 new donors a year from one person
simply making one ask a week.
What would that mean for your organisation? What if it wasn't just one person, but five, or ten - and what if it happened across all your channels:
from shops and events to social media?
This is the thinking behind 'Make The Ask' - a 2.5 hour workshop that helps anyone involved with your charity ask for support,
in whatever setting they're already in.
You don't need new hires, new budget, or new infrastructure - just a different way of using the conversations you're already having.
That potential already exists. Inside your organisation. Right now.
why it matters
Most charity income comes from ordinary people who gave because they were asked.
Campaigns and clever marketing bring people to your cause. But most people who go on to give do so because, at some point, someone reached out and said: this matters, and I'm asking for your help.
A 2017 YouGov/Institute of Fundraising study found that 81% of people give because they were asked directly.
You've got those people — in shops, at events, and across every channel — talking to supporters and potential supporters every day.
A simple, well-timed ask can turn a good conversation into real support.
what gets in the way?
So what stops people asking?
It’s rarely about not caring.
It’s usually about the personal barriers and biases that make asking feel hard.
“I didn’t know I was allowed to ask”
No permission from leadership.
Culture starts at the top. If you haven’t asked your people to ask, why would they?
"It's not my job"
Fundraising sits in a silo.
When fundraising is seen as “someone else’s department”, staff and volunteers don’t see themselves as part of the solution, even when they’re face‑to‑face with ideal supporters.
“I’m scared they’ll
say no”
Fear of rejection.
Asking feels vulnerable. People worry about awkward moments, so they avoid the conversation altogether and never give supporters the chance to say yes.
“I don’t want to
seem pushy”
Fear of being ‘that person’.
They care about relationships and don’t want to pressure anyone. To protect the relationship, they say nothing – even when the opportunity is right there.
“I wouldn’t know
what to say”
No simple structure.
No one has shown them how to start or shape an ask. Without a clear, simple way to do it, the whole thing feels too big and risky to attempt.
“They probably won’t be interested”
Assumptions and bias.
People project their own worries onto supporters – “they can’t afford it”, “they’re too busy” – and decide for them. The result is that potentially generous people are never even asked.
MTA doesn’t turn people into salespeople. It helps them understand what’s really stopping them, reframe what ‘asking’ means, and learn a simple, repeatable process they can use in real conversations.
How MTA works
Give your team the mindset
and the method to ask.
Whether it's one person building confidence, a team that wants to ask more often, or a culture where everyone feels able to talk about your cause - it starts the same way: one 2.5-hour workshop, then a simple
4-step challenge that makes it stick.
3 Ways In
MTA isn't about turning everyone into a fundraiser overnight. It's built in layers, using our Triple-A framework - Amplify, Advocate, Ask - so your people can start wherever they're genuinely comfortable, and build from there.
Not everyone has to make a direct ask straight away - someone who starts by simply talking about your cause is already building the culture that makes the next ask easier for everyone else. But the goal's the same whichever layer someone starts at: more conversations that turn into real support for your charity.
The Workshop
2.5 hours that change how your
team feels about asking.
By the end, you'll be able to explain - to yourself and to others - why asking works and why you're the right person to do it.
-
State the real reasons people give (and why guilt isn't one of them)
-
Explain why your voice moves people in a way a paid fundraiser's can't
-
Name your own barriers to asking, out loud, without shame
You'll practice: a live group exercise mapping everything you could ask for, beyond money.
-
By the end, you'll be able to recognise your own barriers as self-protection rather than truth, and decide when to push past them.
-
Identify your top 3 personal barriers
-
Recall three things you've confidently asked for this week - proof you already have the skill
-
Apply a simple way of deciding when the outcome matters more than the discomfort
You'll practice: an anonymous poll surfacing your real barriers, plus a short reflection exercise.
-
By the end, you'll leave with one sentence, ready to say out loud, that explains why you personally care.
-
Write and say your own one-line reason, live in the room
You'll practice: writing and sharing your own one-liner in the room.
-
By the end, you'll be able to structure and deliver a full ask, and know what to say when someone says no.
-
Build a 5-part pitch using your own example
-
Notice the moment a conversation is ready to become an ask
-
Respond to the most common objections without losing confidence
You'll practice: spotting the moments where a conversation could become an ask (exact exercise still to be finalised).
-
By the end, you'll leave with one specific ask, named and dated, that you'll make within 7 days.
-
Know exactly what to do next, whatever the answer is
-
Name the one conversation you'll have this week
You'll practice: making a public commitment to one conversation in the next 7 days.
-
The challenge
Four weeks. One real ask.
After the workshop, the challenge keeps the momentum going. You won't be figuring this out alone - each week gives you one clear task, built directly from what you learned, so you always know exactly what to do next. Nobody can have the conversation for you, but nobody has to wonder how.
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There's a simple version and a stretch version each week: do the minimum, or push yourself further if you're ready. You get out what you put in - most people spend an hour or two a week, more if they want to.
Your Needs, Our Services
By the end of Make The Ask, each person who takes it - whether it's one volunteer or your whole team - will be able to spot an everyday moment, turn it into a genuine ask, and know exactly what to do with whatever answer they get. No script to memorise, no pressure tactics, no becoming someone they're not. Just the conversations you're already having, turned into income you're currently missing.
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How MTA works
Give your team the mindset
and the method to ask.
MTA is a 7‑week programme that combines a live workshop with structured real‑world practice, so confidence turns into actual income.
Part 1: The Workshop
-
A live 2.5-hour session that addresses the barriers, builds confidence, and teaches the practical steps.
-
Helps your people face their fears, discover their passion, and find their voice.
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Shows them why your cause matters, how they can help, and the influence they have.
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Gives them a simple, practical toolkit to shift from charity worker to charity advocate.
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By the end, they're ready to ask for support with integrity and confidence.
Part 2: The Challenge
-
6 weekly practice challenges that build from talking about your cause (Week 1) to making direct asks (Week 6).
-
Participants choose their difficulty level each week based on readiness and available opportunities.
-
Progress tracked through weekly submissions. Managers receive updates every Monday and Friday showing who's engaging and where to encourage them.
-
By Week 6, they've made real asks, heard both 'yes' and 'no', and built the confidence to keep asking without hand-holding.
-
This isn't just training. It's doing.
The complete ask
The Triple-A framework creates
the complete ask
made up of Amplify (awareness), Advocate (conviction), and Ask (action).
They work together, but people can start with whichever one feels right.
We focus primarily on teaching the Ask, because that's where income happens. But the framework gives people options - whether they're ready to ask directly or need to start by just talking about your cause.
A
Amplify
So more people know who you are and what you do.
Who this works for:
Everyone in your organisation - from shop staff to social media teams to service delivery. If you interact with people, you can amplify.
A
Advocate
So people understand why your work matters and feel moved to act.
Who this works for:
Anyone with passion or position - CEOs and trustees, service staff who see the impact, community coordinators, event teams.
A
Ask
So your conversations translate into actual income and support.
Who this works for:
Public-facing roles - shop volunteers, visitor centre staff, community fundraisers, event teams, lottery coordinators, membership teams.
If you already have professional fundraisers, they're doing all three instinctively. Most of your organisation isn't - and that's fine. This gives them a way in, no matter their starting point.
Book your spot
Choose your introductory workshop
Five workshops running between April and May 2026.
Maximum 12 people per session.
Introductory pricing (£49-39pp) ends after these cohorts -
full price launches May 2026.
Questions? Book a discovery call or email info@managekind.com
the mta advantage
Why MTA works
MTA gives you something traditional fundraising agencies can't: flexible, authentic, low-cost support that starts paying for itself immediately.
What's The Potential?
One regular donor at £10/month = £120/year.
If one person on your team signs up one regular donor, they’ve covered the cost of their place on the course in Year 1.
If five people each sign up five regular donors, that is 25 donors total, worth £3,000/year to your charity – five times a £600 training investment in Year 1.
We give your team the capability and practice structure. You decide where to point it.
No Restrictions
Ask anyone — no minimum age, no minimum amount, no multi-year commitments.
Authentic & Engaging
Staff and volunteers naturally connect with supporters. No pressure, no scripts, no misrepresentation. Just genuine conversations that build trust.
Flexible & Scalable
Use the people you already have, across all roles. No recruitment, no salaries, no long-term contracts. Scale up or down as needed.
Control & Consistency
The charity sets the messaging, protecting brand and mission alignment.
Multiple Touchpoints
Staff and volunteers interact in shops, events, social channels, community networks - built-in audiences across multiple contexts where asking can happen naturally.
Data Building
Each ask collects contact details and supporter information, creating a growing pipeline for future fundraising and relationship development.
who is it for
If this sounds like your organisation
- MTA is for you
-
You rely on public giving but don’t have a big fundraising team.
-
You have passionate staff and volunteers, but they rarely make direct asks.
-
You’d love more regular givers but can’t commit to long agency contracts.
Whether you have one community fundraiser or a network of 200 shop volunteers, MTA gives everyone the same confidence, clarity, and consistency to make the ask.
Organisations that benefit
Small and medium charities
Relying on public giving and looking for a realistic, low-cost way to grow it.
Charities with public‑facing teams
Shop staff, events teams, membership schemes, visitor centres and community volunteers who talk to the public every day but rarely make direct asks.
Charities wanting to build a fundraising culture
Where asking becomes part of how everyone thinks - not just the fundraising team.
Leaders who also need to fundraise
Small charity CEOs wearing every hat - This gives them a practical way to involve their team, instead of trying to do it all themselves.
Start with the people who already have conversations - then use their success to spread a fundraising culture across the rest of your organisation.
People who can use it
Leaders and trustees
Embed asking into culture and strategy. Lead by example.
Managers and coordinators
Provide opportunities and empower their teams to act on them.
Staff and service teams
Turn day‑to‑day interactions with families, service users and partners into genuine support opportunities.
Volunteers
Confidently engage their networks, communities and online audiences in supporting your cause.
the detail
Simple. Flexible. Affordable.
Workshop Details
Format
Live online (Zoom)
Duration
2.5 hours
Group size
Up to 12 people
Style
Breakouts, reflection, practice
When
April - May 2026 - five Intro workshops only
What's Included
✓ Live interactive workshop with breakouts, reflection and practice
✓ Ask structure framework
✓ 6 weekly email challenges
✓ Progress tracking system
✓ Manager progress reports (weekly summaries)
✓ Objection handling guide
✓ Support throughout via email
SOLO
£120 pp
£49 pp
Save £71 per person
(59% off)
TEAM 5-9 PEOPLE
£105 pp
£42 pp
Save £63 per person
(60% off)
COHORT 10-12 PEOPLE
£95 pp
£39 pp
Save £56 per person
(59% off)
Intro pricing for April - May 2026 cohorts only. Full pricing (£120pp standard, team discounts available) launches May 2026.
If you attend the full workshop and don’t feel it was relevant and high quality, request a refund
within 7 days – no questions asked.
MTA in action
See how MTA works in your world
These aren't hypotheticals. They're the everyday situations where your people could be asking - but aren't.
MTA gives them the confidence and structure to turn these moments into income.
1. Shops & Visitor Centres
The missed opportunity: Dozens of daily conversations with people who already support you - but most leave without being asked for more.
What MTA unlocks: Regular giving, Gift Aid sign-ups, legacy conversations with older customers, volunteer recruitment, and corporate partnership discussions.
The potential: One shop recruiting just 5 new monthly supporters per month = £3,000+ annual income from that location alone.
2. Public Events & Festivals
The missed opportunity: You're paying for stall space and volunteer time, but most teams leave without capturing the momentum.
What MTA unlocks: Festival stalls, exhibition stands, marathon cheer points, seasonal fairs, community events.
The potential: Turn a £500 event cost into £2,000+ income by converting conversations into committed monthly supporters.
3. Your Volunteer Networks
The missed opportunity: Your volunteers love your cause and have their own networks - but don't know how to turn those personal connections into supporters.
What MTA unlocks: Personal network asks (friends, family, colleagues), workplace giving conversations, social media advocacy that leads to action, and peer-to-peer fundraising.
The potential: 50 volunteers each signing up one person from their network = 50 new supporters without needing any charity infrastructure.
4. Memberships, Sponsorships & Lottery
The missed opportunity: Renewal rates drop, upsells don't happen, and opportunities slip through because no one knows how to have the conversation.
What MTA unlocks: Membership upgrades and renewals, corporate sponsorships, individual animal/tree/project sponsorships, lottery sign-ups converting to regular giving.
The potential: Increase retention by 10% and upgrade 5% to higher tiers - that alone could transform your annual income baseline.
5. Public-Facing Service Delivery
The missed opportunity: Your support workers, educators, helpline staff, and community teams build deep relationships with people who've seen your impact firsthand - but asking feels awkward or inappropriate.
What MTA unlocks: End-of-service conversations, annual family reviews, volunteer appreciation moments, education workshop closes, and community centre interactions.
The potential: Even 1 in 10 beneficiaries or their families becoming supporters creates a sustainable income stream that grows with your impact.
6. Bespoke: Training For Specific Events
When you need it: Got a major gala, festival appearance, door-to-door campaign, or Christmas appeal coming up? Your team's confidence in those moments determines your income.
What we do: Train your specific team for your specific event 2-6 weeks beforehand. We tailor the workshop content, practice scenarios, and ask structures to match your exact context and goals.
The difference: Your team walks into the event with a clear plan, practiced pitches, and the confidence to ask when the moment's right — instead of hoping it happens naturally.
who we are
We've done this.
For a long time.
Hi, we are John and James.
We’ve spent nearly 50 years in fundraising, training thousands of fundraisers, leaders, and support staff across face-to-face, community, and corporate environments.
We’ve helped charities raise millions of pounds and engage thousands of new supporters nationwide.
But we also know the other side:
The cost, the pressure, and the missed opportunities when fundraising feels separate from the rest of the organisation.
That’s why we created Make the Ask (MTA) - to make fundraising accessible, affordable, and authentic for every charity.
MTA distils what’s worked across that experience into something any charity can use with the people they already have.
James spent over 20 years in charity fundraising — starting as a face-to-face fundraiser in London, then moving into training, coaching, and management roles. He's recruited and trained hundreds of fundraisers, built regional operations from scratch, and managed national campaigns for charities including Guide Dogs for the Blind, Young Lives vs Cancer, and HFT.
He co-founded ManageKind to bring the people-first leadership approach he developed in fundraising to managers everywhere. With MTA, he's bringing those fundraising skills back to where they started — helping charities unlock the potential already sitting inside their organisations.
John has over 25 years in charity fundraising and management. He's built teams, launched campaigns, trained thousands of fundraisers, and helped charities engage new supporters nationwide. He's passionate about making fundraising accessible — not just for the professionals, but for everyone.
He co-founded ManageKind to teach managers how to lead with trust, respect, and kindness. MTA is the natural extension of that belief: when people feel confident and supported, they can do extraordinary things — including asking for help on behalf of the causes they care about.
46+ Years
Combined Fundraising Experience
2000+
Fundraisers Trained To MTA
1.5 M+
Estimated Asks Made
£10 Million
Estimated Donations Influenced
Frequently asked questions
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