Life Penalizes the Vague Wish and Rewards the Specific Ask

Today is the last day of school for my kids.

I am writing this from my kitchen table on Thursday morning and in approximately 38 minutes, three tiny (or, not so tiny) humans are going to walk out my door for the final time this school year.

There might be yearbook signings.

There will definitely be popsicles or some other reason they come back more sticky than usual.

There will be a teacher gift that I’m about 60% sure my wife already handled but 40% sure I was supposed to handle and if that’s the case we are in crisis-level territory.

But they’re going. They’re excited. Summer is HERE.

And you know what’s about to happen in the nonprofit sector?

The exact same thing.

Summer mode. Coast mode. “We’ll figure it out in the fall” mode. The organizational equivalent of a kid throwing their backpack in the corner of the closet and not thinking about it for 90 days.

Except here’s the problem: your fall fundraiser, your year-end campaign, your annual appeal, your major gift strategy - those don’t figure themselves out in September.

They get figured out NOW.

Or they don’t get figured out at all, and you spend October in panic mode wondering why nothing is ready.

Which brings me to a quote I that was sent to me by a friend of mine that hit me like a freight train this week:

“Life penalizes the vague wish and rewards the specific ask.”

It’s attributed to Tim Ferriss.

Who, according to my deep research Google search typing “Remind me who this is again?” he’s a famous podcast person.

Now, I never listen to Tim Ferriss.

My business bro buddies swear by the guy.

I’m more of a “listen to a podcast about Warhammer 40K lore while pretending to be productive” kind of person.

But that quote is essentially everything I’ve been teaching nonprofit fundraisers for nearly two decades, just in fewer words and without the parenting stories.

And I’m mad that I didn’t come up with it.

The Nonprofit Sector Runs on Vague Wishes

Think about how many times you’ve heard - or said - some version of this:

“We should really do more donor cultivation this year.”

“We need to work on our board engagement.”

“We’re going to focus on major gifts this fall.”

“We should update our annual appeal.”

“We want to do a better job of thanking our donors.”

Every single one of those is a vague wish. And nonprofit life is about to penalize every single one of them.

Because “we should do more donor cultivation” isn’t a plan. It’s a hope. And hope is a beautiful thing but it is a terrible fundraising strategy.

You know what a specific ask looks like?

“I’m going to have coffee with 10 Bucket 3 donors this quarter, using these four questions, and follow up within 48 hours.”

THAT’S a plan.

That has a number, a timeline, a method, and a follow-up. That’s the kind of specificity that actually produces results.

And really? That’s the difference between every nonprofit that’s nodding while reading these blogs and every nonprofit that’s actually implementing them.

Three Ways You’re Being Vague When You Should Be Specific

Here’s where I’m going to push you. Because if you’re about to slide into summer without a specific plan, these next few weeks are the difference between a strong fall and a frantic one.

1.    Your Ask Is Vague

“Would you consider supporting our mission?” is vague.

“Would you consider a gift of $2,500 to fund our after-school program this year?” is specific.

Donors don’t respond to vague. They respond to specific.

They need a number, a purpose, and a picture of what their gift does. We covered this in the grants blog a few weeks back. The ask is not begging, it’s an invitation. But an invitation to WHAT?

“Come to a party” is vague. “Come to my backyard on Saturday at 6 for burgers and a bonfire” is specific.

One gets a maybe. The other gets a yes.

This summer: write down your top 5 asks for the fall. Specific dollar amounts. Specific programs. Specific impact. If you can’t fill in those blanks, you’re not ready to ask yet.

2.    Your Plan Is Vague

“We’ll do more donor stewardship” is vague.

“Every Tuesday, I’m making three thank-you calls from my Top 20 list and sending two handwritten notes from Bucket 2” is specific.

See how that works?

It’s the same goal. But one version will actually happen because it has a day, a number, and a method. The other version will get pushed to “next week” approximately 80 times before dying quietly in October.

This summer: take your three-bucket donor list from the segmentation blog. For each bucket, write down exactly ONE thing you’re going to do, how often you’re going to do it, and on what day.

One page. Done.

3.    Your Timeline Is Vague

“We’ll get the annual appeal out this fall” is vague.

“Draft due September 15. Three versions segmented by donor/cheerleader/door opener. Mailed October 1. Follow-up calls begin October 8” is specific.

Every year I watch organizations “plan” their fall fundraising by saying “we’ll get to it in September.” Then September arrives and they’re already behind because they never defined what “get to it” actually means.

This summer: put three dates on your calendar right now. When is your annual appeal drafted? When does it mail? When do follow-up calls start?

That’s it. Three dates. Everything else flows from those.

OK. Now I’m Going to Do the Thing I’ve Been Teaching You to Do.

You knew this was coming. No shock here!

For the last several weeks, I’ve been coaching you on how to make specific asks. How to invite donors into something meaningful. How to lead with impact, not need. How to stop being vague and start being direct.

So here’s me, practicing what I preach. Right here. Right now. On you.

Ready?

I’d like to invite you to join Do Good YOUniversity when it opens on June 1st.

That’s a specific ask. Not “check it out if you get a chance.” Not “it might be worth looking into.” Not “consider maybe possibly thinking about it someday.”

I’m asking you directly, because I believe this is for you, and here’s why:

If you’ve been reading any of these blogs or joining one of our webinars and thinking “this is us” — DGU turns every one of those distress signals into a specific pathway with tools, templates, and a plan.

If you’re a solo shop wearing 10,000 hats - DGU gives you the blueprint so you can stop guessing what to do next and start doing the right things in the right order.

If you want a community of fellow do-gooders who get it - DGU is the hallway conversation that doesn’t end when the conference does.

If you’re tired of consuming content that makes you feel inspired for a day and then fades by Monday – DGU is the recipe, not just the ingredients.

I’m not being vague because I’ve spent the years telling you not to be. It would be a little weird if I taught you to make specific asks and then whispered mine from across the room.

So here it is. Doors open June 1st. I want you a part of it.

And Now I’m Going to Segment You (Because I Taught You That Too)

See what’s happening here? I’m literally using the playbook on you. And I’m going to tell you I’m doing it because that’s how confident I am that the playbook works.

If you’re ready right now: Reply with EARLY ACCESS and I’ll make sure you’re first through the door on June 1st. You’re my Bucket 3. I see you. I appreciate you. Let’s go.

If you’re interested but want to see more first: Reply with TELL ME MORE and I’ll send you the full breakdown of what’s inside (pathways, tools, community, all of it) before the doors open. You’re my Bucket 2. I’m leaning back because you’re leaning in.

If you’re not sure yet and that’s OK: Keep reading. The blogs aren’t going anywhere. The free content keeps coming. You’re my Bucket 1, and I’m glad you’re in the ecosystem. When you’re ready, I’ll be here.

See? Nobody got guilted.

Nobody got pressured.

Everyone got a specific invitation that meets them exactly where they are.

That’s stewardship.

And if it felt different reading it from the DONOR side? Good. Now you know how your donors feel when you do it right.

YOUR TURN

Before I let you go into your summer tell me:

What’s your vague wish right now? The thing you keep saying you’re “going to do” but haven’t turned into a specific plan yet?

Name it. Write it down. And then make it specific. A number. A date. A method. That’s how wishes become plans and plans become results.

Send me your answer: patrick@dogoodbetterconsulting.com

Reply EARLY ACCESS to be first through the door June 1st.

Reply TELL ME MORE to get the full breakdown before launch.

Together, we’ve freaking got this.

-Patrick

P.S. Did you catch what just happened? I led with impact, not need. I made a specific ask, not a vague suggestion. I segmented you into three groups and gave each one a clear next step. I didn’t guilt anyone. And I invited you into something I believe in which is exactly what I’ve been teaching you to do with your donors for the last several weeks. The playbook works. On both sides of the table. See you June 1^st!!!!