Making the Ask: Why It’s Crucial and How to Do It Right
Asking for donations can feel daunting, but it’s essential. Donors often won’t give unless you ask them directly. By making the ask, you show donors how they can help and guide them to make an impact. Stewardship is important, but without a clear ask, donors may not know where or how much to contribute.
Why Ask?
They know why they’re there: Donors often attend events or meetings expecting to be asked. Don’t be shy.
You’re providing a service: Some donors need to give for tax reasons, others because they want to support you. Show them how. They’ll appreciate your directness.
Don’t leave money on the table: "I would have given more, but you didn’t ask me." Many donors don’t consider your mass emails or pre-printed direct mail offers to be an ask. Donors are intelligent. They know you’ve sent this to several people. Although these resources should be used, your larger donors want individual attention.
Lapsed donors are often just unasked donors: Not asking leads to disengagement.
Do Your Research
Before you make the ask, do your homework:
Review giving history: Know what they’ve given before and what programs they support.
Social media: See what causes they care about.
Who knows them? Use personal connections through board members or volunteers.
Google them: Get insights into their professional and personal interests.
Crafting the Ask
Plan your ask carefully. Bring someone who can tell your nonprofit’s story effectively and make sure your narrative resonates with the donor. Write down your ask and practice it. Use positive language, focusing on impact:
Positive: "With this $5,000 gift, we can feed 1,000 students."
Negative: "Without this $5,000 gift, 1,000 students will go without breakfast."
Example asks:
"As you know so well, we have a strong history in not only making every day life better for those with T1D, but we are driving for a cure. Would you help us make a lasting impact by contributing $100,000 over the next two years to ensure this valuable research continues?"
"Great costumes boost our students’ confidence and make their experience more transformative. Would you consider a $20,000 gift to cover costumes for the kids this year?"
“With this $2,000 donation, 200 Girl Scouts will have the crucial supplies needed for their troop meetings. This makes an impact that lasts throughout their lives.”
Listen and Engage
Once you make the ask, stop and listen. If the donor talks, let them. They often give you hints regarding their specific interests and capacity. If they don’t talk, ask questions:
"I see you’ve been involved with XYZ Organization for years. How did you become familiar with us?"
"Why did you choose to support us over other organizations?"
Use their answers to adjust your pitch. Building rapport is key to landing the right donation.
Conclusion: Don’t Leave It to Chance
Asking directly is the key to success. Don’t rely on hope or guesswork—research your donor, craft a personalized ask, and engage them fully in conversation. Stewardship without an ask won’t yield results, but a clear, confident ask can unlock the support your organization needs.
Meet the Author: Laura Baltz
Laura is the Executive Director at Breakthrough T1D Indiana & Kentucky. Laura is a skilled fundraiser adept in building relationships with a strong belief that diversity and inclusion are more than a box to check.