Asking for financial support plays a pivotal role in helping a nonprofit fulfill its mission. Donors anticipate and value the chance to contribute to causes they care about, but asking for donations takes more than a request for funds. Nonprofits must craft personal appeals and connect with donors on their level. Read more on how to ask for donations using digital fundraising tools, in-person communication, and more.
The art of soliciting donations is essential for the long-term success of a nonprofit. While many people are uncomfortable asking for donations, it remains a necessary part of fundraising. Donors expect appeals from nonprofits and look forward to the opportunity to support causes they hold dear.
Effective donation requests, however, are more than just asking for funds. It’s critical to create personal approaches that share how donors’ gifts will impact the organization and those who count on them.
Asking for money isn’t always easy, but the adage “you can’t get what you don’t ask for” holds true. Donors expect nonprofits to ask for support, so when they don’t, donors may assume the need isn’t as great and go somewhere else.
And, as we likely don’t have to tell you, your nonprofit won’t succeed and you won’t be able to serve your mission without support from your donors.
So don’t be afraid to ask for donations, but remember to keep your asks personal and share why and how your supporters’ gifts will be used. This helps establish transparency and build donors’ trust that your organization will use their hard-earned funds for a good cause.
Nonprofits can solicit donors in various ways, from traditional methods such as letters and phone calls to newer tactics like digital and cashless fundraising.
But, before sending your donor appeal, be sure to segment donors by their ability to pay, program interests, and past solicitation successes. This will help you determine how each of your donors prefers to be asked so that you can ensure success in the form of more donations.
Here are the top nine most effective ways we’ve found to ask for donations and how to use them with your donors.
Digital fundraising asks are typically the most cost-effective. Nonprofits with enough online followers can raise substantial amounts – even without a huge budget – if done the right way.
Donation form or page
Online fundraising platforms, like Donorbox, allow nonprofits to create customized donation pages and forms for various fundraising needs, programs, and projects. Fundraising pages that share your organization or beneficiary’s stories, include compelling images, and reveal how donations will impact the organization will get a better response from donors. Nonprofits must also be specific about their needs and include a call to action to show donors what to do – you are making an ask, after all!
Including a donation form on your digital fundraising page makes it easier for donors to give with cards, direct debit, or digital wallets. Be sure to customize your donation form with your brand colors and options like recurring donations, tribute gifts, and designated funds. Also include suggested donation amounts based on donors’ ability to give and program interests.
Peer-to-peer and crowdfunding campaigns have also proven to be effective digital fundraising tools for nonprofits because they use the power of social proof to encourage more donations. Donorbox makes it easy to set up each of these types of campaigns, enabling your supporters to help you by sharing your campaign with their friends and families.
We love how BluePath Service Dogs uses their donation page to ask for donations. Not only do they include a multi-step donation form from Donorbox, but they also share a compelling image of their mission in action.
Emails are one of the best ways to reach your current donor base. They also allow you to share an exciting cause or program with potential donors who may not know your mission well.
When sending solicitation emails to your supporters, there are a few things to include.
Enticing Subject Line – The subject line is the first thing donors see; if it doesn’t catch their eye, they won’t click to read. Use your donors’ names when possible and add a unique, catchy, or funny statement to spread your mission, such as, “Hey Carrie, what would you give to walk, speak, and play?”
Pictures and Videos – Another benefit to sending emails is the chance to add more compelling images and videos to spread awareness about your cause. A fundraising video can help your organization catch newcomers’ attention, tug at their heartstrings, and raise more money. Videos are also easy to share on social media.
Call to Action – Don’t forget to add a call to action at the end of your email – or even in several places throughout the message! Be sure to include a link to your donation page.
There are 4.8 billion social media users worldwide, representing 92.7% of internet users. Social media is an excellent way to start conversations with current and potential supporters and build awareness for your organization.
Nonprofits can use storytelling, pictures, and videos to inspire people to learn more about their organization on social media. You should also use short donation messages to capture and keep the interest of potential donors.
Social media users also tend to engage most with the people and organizations they know and trust. So, to reach new audiences, encourage your existing donor base to share your posts and create their own peer-to-peer campaign pages to share on their own social channels. Also, be sure to respond to any questions or comments in a timely manner and share regular updates about what’s going on with your nonprofit’s programs and campaigns.
There are many ways you can ask for donations in person. Depending on your audience, some of these methods may be your best bet for capturing major gifts, as meeting face-to-face is a great way to establish trust and show authenticity.
Major donors are supporters who have the ability to give substantial donations – like challenge gifts – to your organization. Nonprofits can create moves management plans for each major donor, including one-on-one meetings between the donor and a member of the development team or board or directors.
During these one-on-one meetings, it’s important to share the real impact your organization has as well as discuss the donor’s interests and how they might align with your programs. Establishing a strong relationship with these potential major donors is critical to securing their support, and a one-on-one meeting is a great place to start!
While one-on-one meetings are typically reserved for your bigger supporters, events can be an excellent way to meet new and potential donors of all levels.
Events are also an ideal place to make an appeal because you have a captive audience. When planning an ask for an event, be sure to share your organization’s mission and details about your programs. Find ways to connect event activities to your organization’s mission whenever possible.
Nonprofits can include several ways to ask for donations at fundraising events, including –
Another simple way to ask for in-person donations, either during an event or at your facility or location, is with a donation kiosk.
These kiosks enable you to accept quick, cashless donations in person. All donors have to do is select their gift amount, enter any necessary information, and tap, dip, or swipe their card or digital wallet payment to give.
You can have volunteers or staff members manage your kiosks, instructing them on how to ask for donations. Or, you can set up a sign near your kiosk with details about your organization and a call to action to give.
Donorbox Live™ Kiosk makes it easy to build your own donation kiosk. Simply set up a campaign, download the app to your iPad or Android tablet, and pair it with a card reader!
Whether you are appearing on the local news or presenting a talk for a group of professionals, be sure to make an ask. Share photos or videos if you can, tell an inspirational story about one of your beneficiaries, and take this as an opportunity to really show the impact your organization can have.
Text-to-give is a great way to collect donations in these situations. Just about everyone has their smartphone on hand, so use that to your advantage and encourage your audience to donate with just a simple text.
Are you a pastor giving a sermon? Churches can also accept tithes and offerings during Sunday services with text-to-give. This can make it easier for congregants to give without needing cash, just make sure to display your text-to-give details on screens around your church or in your bulletin.
With Donorbox Text-to-Give, simply share your campaign ID or custom keyword along with the phone number or shortcode. When donors send a text, Donorbox will respond with a link to your secure campaign page. Donors can then repeat their gift with a single text!
Just because a fundraising tactic has been around for a while, that doesn’t mean it isn’t effective! Here are some ways you can put traditional donation asks to work for your organization in today’s world.
Direct mail appeals are a traditional form of fundraising that remains today because of its continued success. It’s important to include storytelling, impact details, and a call to action in your fundraising appeal letters to encourage people to respond. Nonprofits that include a self-addressed envelope with suggested donation amounts will see a better return on their investment.
Adding a QR code to your direct mail will also improve donor response rates. If donors who prefer to give online can quickly scan your QR code to access your secure giving form, they will be more likely to complete their donation.
Watch our webinar – Fundraising Appeal Writing: How to Write Asks that Engage – to learn more about effectively asking for donations.
Phone calls are an excellent way to get to know your donors a bit better. They can be the first step in solidifying a relationship that may result in a major gift or sponsorship from a donor or company.
You may also choose to host a phone-a-thon to either make an ask or say ‘thank you’ to all of your donors following a campaign. Encourage volunteers and board members to get involved in this process. Provide them with a list of donors and their contact numbers along with a script.
If this is a thank-you call, remember to keep the conversation short and don’t directly ask for another donation. You may be surprised by the number of people who are so touched by this communication that they decide to give again!
From leveraging the power of digital platforms to the intimacy of in-person appeals, fundraising strategies vary but still share the same need for personalization and authenticity. Regardless of your method – emails, social media posts, or direct mail letters – each provides a unique way to share a nonprofit’s story.
Donorbox offers a myriad of fundraising tools and features that make it possible for you to collect donations through online giving forms, text-to-give, a donation kiosk, and more, no matter how you make your ask.
Check out the rest of our Nonprofit Blog for more fundraising tips, actionable advice, and how-to guides. Subscribe to our e-newsletter to receive all this and more in your inbox!
Kristine Ensor is a freelance writer with over a decade of experience working with local and international nonprofits. As a nonprofit professional she has specialized in fundraising, marketing, event planning, volunteer management, and board development.
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Kristine Ensor