How to Ask for Donations: A Nonprofit's Guide

Raise More Money For Your Cause With These Top Tips

Expand Your Donor Base With Actionable Steps

How to Ask for Donations: A Nonprofit’s Guide with Top Tips and Actionable Steps

Ask for Donations from Individuals

Whether they give ten dollars a month for a year or give $5,000 with one check, individual donors have the potential to be the best source of revenue for your nonprofit.

The important thing to remember, however, is that each donor is unique and must be treated as a person, not as a wallet. Aim to deepen your connection with them and help ensure that they continue giving down the road.

Find out more about asking individuals for donations.

Ask for Donations from Businesses

Companies want to give their corporate philanthropy and corporate social responsibility (CSR) initiatives a boost. Your organization can be the beneficiary of that philanthropy if you reach out and ask!

Plus, these companies can be great partners for your organization in the future. You can leverage relationships with employees to build deeper partnerships with their employers.

Find out more about asking companies for donations.

Ask for Donations from Foundations

Foundations are nonprofit entities that award grants to help other nonprofits further their causes. They can stem from a company’s philanthropy or be family-run entities.

They give grants to nonprofits with missions similar to theirs. Or, in other instances, nonprofits must apply for a grant and follow the foundation’s instructions for submission and use of funds.

Find out more about asking foundations for donations.

Who to Ask for Donations

Individuals

How Individuals Donate to Nonprofits:

Online donations: You can easily ask for donations from individuals via online channels. In fact, online giving, like crowdfunding, makes it easy for donors to give instantly to their favorite nonprofits and causes.
Mobile donations: A mobile donation is any contribution made with a smartphone, tablet, or cellphone (including text-to-give, QR codes, and mobile-responsive donation pages). It’s very popular with individual donors.
Direct mail donations: Direct mail, or sending fundraising letters, is an old-school and proven tactic for asking for donations from individuals. With the right strategy, mailing letters to a select group can be a big hit!
Phone donations: Individuals often respond well to being called and asked about donating. It’s personal, easy, direct, and relatively low cost. Just make sure anyone manning the phones is trained and working from a script.

Businesses

You can also ask for donations from foundations.

How Companies Donate to Nonprofits:

Matching gifts: Matching gifts are a type of corporate giving program that essentially double an individual donors’ contribution to an eligible nonprofit. If the nonprofit and donation are eligible and the donor submits proper paperwork, the company will match the employee’s gift to the nonprofit.
Volunteer grants: Individual or team volunteer grants are corporate giving programs that monetarily reward the time that volunteers spend at a nonprofit. Once volunteers have reached a certain number of service hours, they can submit a request for a volunteer grant to their employers.
Corporate grants: Corporate grants are lump sums of money that a company or corporate foundation will issue to a nonprofit on an annual or semi-annual basis.
In-kind donations: In-kind donations are contributions of products or services that companies and businesses will give to a nonprofit in lieu of a cash contribution.

Foundations

How Foundations Donate to Nonprofits:

Foundation grants: Foundation grants are (often large) sums of money that are distributed by community, private, or family foundations. Sometimes, nonprofits must apply for these grants on an annual basis. Other times, a foundation will select an organization to be the recipient of the grant each year.
Challenge grants: Challenge grants are awarded by a foundation to a nonprofit organization after a certain challenge has been accomplished (i.e., $10,000 raised in 6 months). Usually, the challenge in question is of fiscal nature and requires the organization to raise an amount of money by a designated deadline.

How to Ask for Donations

How to Ask for Donations Via Email

When to Use Emails

Emails are best suited for mass communication on a monthly or even weekly basis.

They can be sent to any supporter, but they shouldn’t be used to ask for major gifts or as substitutes for direct mail appeals to donors who contribute at a higher giving levels or who have been loyal supporters.

Emails are one of the most cost-effective ways to raise money, but they’re only worth it if you write great emails that make people want to give!

Resources Needed

#1: Obviously, you’ll need a list of your donors’ email addresses if you want to start sending out email appeals.

#2: Next, you’ll want to make sure you segment your donors out into the appropriate groups. You wouldn’t want to send the same email to a loyal supporter that you would send to a brand new donor.

#3: Then, write a great email! It should include at least two (but no more than five) calls-to-action or links to your donation page.

Learn more about writing the perfect email!

How to Ask for Donations with Direct Mail

When to Use Direct Mail

Appeal letters don’t have to be sent out to each and every donor and prospect in your database. Instead, use your appeal letters as a way to reach out to major gift donors, loyal supporters, and businesses.

Direct mail appeals lend a certain formality to a donation ask, a factor that is important when making an ask for a sizable donation from an individual or a business.

Letters can also be a great way to talk up your nonprofit and lay out the projects you need help funding. Direct mail can be used to outline specific donation requests.

Resources Needed

#1: You’ll need a list of donors you can count on to respond to your direct mail appeals. Many donors prefer the convenience of giving online, and you don’t want to spend money on an appeal that won’t be favorably accepted.

#2: Then, you’ll want to decide on what kind of direct mail appeal you’re going to send. You can go the traditional letter route, but you can also send cards, pamphlets, or postcards. The choice is yours!

#3: Don’t forget the self-addressed envelope! If you want donors to give via direct mail, then you have to include a way for them to send in a check to your nonprofit.

Check out these tips for writing appeal letters!

How to Ask for Donations with Social Media

When to Use Social Media

Asking for donations on social media is a more casual version of asking for donations via email. It’s a type of mass communication that you can use on a pretty regular basis.

Having said that, you shouldn’t expect to receive any major gifts just because you made a few donation appeals on Twitter. Using social media as a fundraising tool is almost more about spreading the word about your cause.

The best possible scenario is using social media to inform followers about your nonprofit and direct them to your online donation page, where they can make a contribution. But even if they don’t give, you’ve at least put your organization’s mission on their newsfeeds.

Resources Needed

#1: First, you’ll need to find a social media platform that works for you and your donors. If all of your supporters use Facebook but all of your efforts are focused on Instagram, you’re missing the point.

#2: Then, promote your online donation page on the platform. In each post, provide followers with a link to your donation form and explain why you’re asking for contributions. You can even post pictures and videos!

#3: If you can, set up a donation page on Facebook. Some online donation page providers have options for their nonprofit customers to place a version of the donation form within a tab on Facebook. That way, donors can give via Facebook without ever leaving the site.

Learn more about asking for donations on Facebook!

How to Ask for Donations In Person

When to Use In-Person Meetings

Face-to-face appeals tend to be used for major gift donors, but they can also be utilized for corporate donation requests. In fact, any sizable donation request should officially take place in-person (even though you can communicate in other ways prior to the meeting).

In-person meetings allow your nonprofit to properly lay out how you plan to use the donation in question. They’re your fundraiser’s chance to hype up your organization and the project or campaign that needs funding.

In-person meetings are also perfect for answering any questions that your prospect might have. Few people are going to hand over a lot of money without asking at least a couple of questions first!

Resources Needed

#1: In-person donation appeals are usually reserved for major gift solicitation, so there will necessarily be a lot of preparation that goes into your face-to-face asks. Make sure that you fully research your prospect and prepare for the meeting.

#2: You’ll want to go into the meeting with a general script, notes, and an ask amount. This number shouldn’t be too high (you don’t want to insult a donor!) nor should it be too low (you don’t want to leave money on the table!).

#3: Additionally, you’ll want to be prepared for any answer other than an enthusiastic, “Yes!” You might need to adjust course and ask for a lower amount or offer another type of giving opportunity.

Check out these tips for in-person donation appeals!

How to Ask for Donations Over the Phone

When to Use Phone Calls

Using phone calls to ask for donations is a tried and true fundraising tactic. You can host a phonathon at any point in the year, and you never really need a reason to call up a few of your supporters.

Of course, there are optimal times for making a fundraising call. A phone conversation can be a good way to explain to a donor exactly what it is that you’re going to do with their contribution. It’s also a great opportunity to talk up your organization and the specific campaign you’re running.

Phone calls are also ideal for getting in touch with donors who don’t live in your nonprofit’s immediate vicinity. You can easily call up a donor across the country for a chat.

Resources Needed

#1: You’ll first need to determine how you’re going to use phone calls to ask for donations. Will it be on a case-by-case basis? Or will you try hosting a phonathon? Either option is a great fundraising avenue!

#2: Next, you’re going to need to develop a script. If you’re conducting a phonathon, your volunteer callers will need something to go off when they call prospective donors. Even if you’re just calling high-quality gift donors to ask for a donation, you’ll need some notes to stay on track.

#3: If you’re hosting a phonathon, you’ll also need great phonathon donation software. You won’t be able to quickly and safely accept donations without this crucial resource.

Take a look at these tips for phonathons!

How to Ask for Donations Online

When to Use Online Donation Tools

Fundraising online is the easiest, most cost-effective, and most efficient way to raise money from anyone who has an internet connection. If an organization isn’t making use of the many online donation tools out there, it’s missing out!

It’s important to remember that most online donations will be small (at least at first). Many people are skeptical about online giving, and they feel more comfortable making large donations via check. Your nonprofit can still reap the benefits of online fundraising by marketing your online donation form to all of your donors.

Online donation forms have become universal giving tools, and they’re not going anywhere any time soon.

Resources Needed

#1: If you have the resources, you can build an online donation page yourself, but it’s probably more cost-effective to enlist the services of an online fundraising company.

#2: Then, you’ll need to actively promote your donation form. Donors won’t know about it unless you tell them! Put a large “Donate Now” button on your website and include the link to your page in all of your communications.

#3: You should also ensure that your donation page works on mobile devices like smartphones and tablets. Many donors give with these devices and you don’t want to hinder their giving process with a malfunctioning donation page.

Check out the best online donation tools!

Common Questions About Asking for Donations

Questions Nonprofits Have

Do we need our 501(c)(3) status before we can begin fundraising?
Yes and no. Nonprofits need their 501(c)(3) in order to have donations qualify as tax-deductible. They can still collect donations while waiting on the 501(c)(3), but it is best to wait.
What’s the best way to ask for donations?
Multi-channel fundraising is the ideal option for the modern nonprofit. That means you’ll be asking for donations in a number of ways such as over text, at events, via email, through social media, and more.
How can we promote our online donation page?
You can promote your online donation page on a “Ways to Give” page, include links in your email, post on social media, talk about the page at events, and even add the URL to direct mailing materials.
How much revenue do we need to generate from the general public?
Public charities are required to secure 1/3 or more of their fundraising money from the general public.

Questions Individuals Have

How do I find financial info on a nonprofit?
You can ask for reports directly from the nonprofit or you can find their annual IRS form 990 on the Guidestar website.
Is online giving safe?
To ensure your information is safe, make sure the nonprofit that you’re giving to uses online donation forms that are Payment Card Industry (PCI) compliant. These standards protect donors and make sure data is encrypted.
Are my donations tax deductible?
Donations to 501(c)(3) nonprofits will be deductible. Make sure you have your donation receipt with the following information: your name, the organization’s name and 501(c)(3) status, donation date and amount, a statement that notes if any goods or services were exchanged, and the name and signature of an authorized representative of the nonprofit.
How do I know how my donations will be used?
In order to ensure your donations go to the projects and campaigns that you are interested in, make sure you donate to them specifically rather than a general fund.

When to Ask for Donations

Matching Gift Submission Deadlines

Companies that offer matching gift and volunteer grant programs often have deadlines for employees to submit requests. Whether that deadline is three months or a whole year after the initial donation is made, your nonprofit has a certain amount of time to promote matching gifts and volunteer grants.

Immediately after a donor makes a contribution or volunteers their time with your organization, send them a thank-you email or letter to let them know you appreciate their support.

Within this acknowledgement, make sure that you also mention matching gifts and volunteer grants. If the acknowledgement comes in the form of an email, provide recipients with a link to more information or a tool (like Double the Donation’s!) to see if their employers offer such programs.

Promoting matching gifts and volunteer grants at the right times will encourage donors to submit those requests to their employers sooner rather than later.

Check out the ultimate matching gift guide!

Year-End Giving

The end of the year has proven to be a busy time for giving. Whether it’s the general holiday spirit or the fact that donors have a better grasp of their finances by the year’s end, people tend to give more in November and December than any other months!

Based on these trends, it would be wise for your organization to ramp up your donation asks during the end of the calendar year.

Send out year-end appeal letters using a variety of channels to remind supporters how valuable their donations are, especially as the year draws to a close. Direct mail is a classic route for these solicitations, but email, social media, and phone appeals can all contribute to a comprehensive year-end fundraising strategy.

The good thing about end-of-year fundraising is that your supporters are probably already in the giving spirit.

All you have to do is convince them to devote that philanthropic energy toward your organization!

Read Giveffect’s tips for an awesome year-end appeal!

#GivingTuesday

Many people participate in the rampant consumerism of Black Friday and Cyber Monday. The creators of #GivingTuesday (which happens the Tuesday after Thanksgiving) wanted to make sure that people were also inspired to give back a little during the holiday season. Thus, #GivingTuesday was born!

Make the most of #GivingTuesday by promoting your nonprofit’s mission, and encouraging donors to give.

Include #GivingTuesday information in your correspondence throughout November so that donors are well aware of the day of giving. You can even feature your #GivingTuesday supporters on social media and thank them for their participation.

Days of giving like #GivingTuesday are big days for nonprofits who have been asking for donations. Make sure your organization is prepared!

Learn more about promoting #GivingTuesday!

Fundraising Events

Whether this takes place at a gala, walk-a-thon, or other type of fundraising event, donation appeals during fundraisers can be a great opportunity to demonstrate what your organization has accomplished and what it hopes to achieve in the future.

Instead of just asking supporters for money that will go toward the general or annual fund, let donors and volunteers know exactly what their money and time are going toward.

If you have plans to raise a certain amount of money in a particular time frame, tell event attendees about that goal and ask them to help you reach it.

Events are the perfect place to let donors know how their funds help your organization and remind them of why they should continue supporting your nonprofit’s cause.

Check out the best fundraising ideas!

Best Practices to Ask for Donations

Here's what to do before you ask for donations.

Before the Ask

1. Start with those you know. Begin with your “easy” wins. The people who are already familiar with and dedicated to your cause are going to be the perfect people to go to and ask for the first donations from.

2. Research your donors first. Preparation is crucial. By performing prospect research, you’ll gain a deeper understanding of your potential donors, and you’ll be able to customize your ask strategy accordingly.

3. Make a plan. You shouldn’t “wing it.” Develop a fundraising plan and strategy, and stick to the plan, making adjustments as needed.

Here's what to do during your fundraising ask.

During the Ask

1. Know they might not say yes. People are going to push back. People are going to want to think things through. And some people will say no. Prepare for all eventualities and know how you want to handle them.

2. Be as transparent as possible. The more clear and concise you can be about what the money will be used for, the better. You’ll put your potential donors’ minds at ease.

3. Don’t fake it. Be yourself. Donors will sense if you’re not being genuine and authentic, and then they’ll be less likely to trust you.

Here's what to do after the fundraising ask.

After the Ask

1. Say thank you in multiple ways. Your donors need to know that you’re grateful. Show that gratitude by thanking them more than once across different mediums.

2. Offer other ways to get involved. Engage your donors. Ask if they want to volunteer. See if they want to be part of your membership program. Invite them to events. Your relationship shouldn’t end at one donation.

3. Keep the dialogue open. Follow up with your donors by sharing updates and letting them know what their gifts actually helped accomplish.

Free Template to Use to Ask for Donations

Here's a template for nonprofits to use when asking individuals for donations.

Date

Your Name
Your Organization’s Name
Street
City, State ZIP

Dear [Donor’s Name],

My name is [your name] and I am [describe your position/situation/background]. I am looking to raise [amount of money] to help pay for [project/expense/cause/etc.].

[Include information about why the cause or project is important to you and how it could potentially impact the reader or those you serve.]

Just a small donation of [amount] can help me [accomplish task/reach a goal/etc.].

Your donation will go toward [describe exactly what the contribution will be used for].

[When possible, add a personal connection to tie the donor to the cause.]

Thank you in advance for your contribution. You have no idea how much it means to me to have your support.

Here are the ways you can make a donation:

Make a donation online at [URL of your crowdfunding campaign].
Send a check in the pre-stamped envelope I’ve included (no cash, please).
Come to my fundraising event on [date] at [location] [when applicable]

Thank you again!

Sincerely,

[Your signature]
[Your typed name]

Tips for Your Fundraising Ask

Address the Appeal
Include your donor’s name in the fundraising appeal to add a personal touch.
Get to the Point
Your letter shouldn’t be more than a page and you should get to your ask within the first two paragraphs.
Be Specific
Tell your donors exactly where their donations will go to help them visualize how much their support helps.
Give Options
Provide your donors with multiple ways to donate so they can select their preferred method.

Learn more about writing fundraising letters.

Tools and Software to Help You Ask for Donations

Crowdfunding Software

With crowdfunding, you can set up your own individual fundraising page online, share the link with your network, and start raising money almost immediately.

It’s a modern, efficient, and effective fundraising model.

Start a crowdfunding campaign today.

Peer-to-Peer Fundraising Tools

Peer-to-peer fundraising tools let you empower your supporters to fundraise on your behalf.

With P2P software, your donors can set up their own fundraising pages that feed back into your organization’s efforts.

Find out more about peer-to-peer fundraising.

Additional Asking for Donations Resources

Guide to Fundraising

Double the Donation’s ultimate guide to nonprofit fundraising can help your nonprofit raise more money, acquire more donors, and retain your current supporters!

Check out the guide to nonprofit fundraising for best practices!

Types of Fundraising Software

You’ll need fundraising software to help your nonprofit on its fundraising journey. Check out Fundly’s list of the different types of fundraising software that you might need.

Take a look at the different types of fundraising software!

Tips for Fundraising

Want more advice about asking for donations? Fundly has put together a great resource for people who are trying to raise money for project, events, or causes.

Get some actionable advice for asking for donations!

How to Ask for Donations: A Nonprofit’s Guide with Top Tips and Actionable Steps

Who to Ask for Donations

Individuals

How Individuals Donate to Nonprofits:

Businesses

How Companies Donate to Nonprofits:

Foundations

How Foundations Donate to Nonprofits:

How to Ask for Donations

How to Ask for Donations Via Email

How to Ask for Donations with Direct Mail

How to Ask for Donations with Social Media

How to Ask for Donations In Person

How to Ask for Donations Over the Phone

How to Ask for Donations Online

Common Questions About Asking for Donations

Questions Nonprofits Have

Questions Individuals Have

When to Ask for Donations

Best Practices to Ask for Donations

Before the Ask

During the Ask

After the Ask

Free Template to Use to Ask for Donations

Tips for Your Fundraising Ask

Tools and Software to Help You Ask for Donations

Additional Asking for Donations Resources

Guide to Fundraising

Types of Fundraising Software

Tips for Fundraising

Double the Donation

Resources

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