Don't Forget "The Ask"

Today I was reminded of a common communication problem: Not making an ask or a call to action as part of written or verbal presentation.

I'm an alumni of Arizona State University. Today I received an email from the school's President and he outlined a rather frightening budget scenario. The state legislature is considering cutting funding by a third or $70,000,000. As you might guess this could have a major impact on the institution from staff cuts to tuition hikes.

The email was well written but it didn't give me any idea of what, if anything, I can do to help. Is he looking for me to give more? Does he want me to call state lawmakers to complain? The president got my attention and made his case but he didn't make an ask and tell me how I could help. As a result, I think a lot of people will read the email, think, "Gee that's too bad," and then move on with their day.

Don't be afraid to ask for help if you need it. But you can't expect people to assume to know what you need.