Fundraising Tip: Don’t Stop Asking Donors to Support Your Mission

This is a critical component of relationship-building and fundraising.

I hear a lot of my nonprofit fundraising colleagues in discussions about whether they are asking their donors too often. Meaning, in a given year, they believe that they make too many asks to donate.

My first thought is, no, this is not possible.

My next thought is that we, or I, have to become comfortable with the word “no”. As I love to say, “no” is just the start of the conversation. In my experience, it’s never been the final say, nor the final decision.

The donor simply isn’t in the position to donate at that time, and there could be one hundred reasons for that. None of those reasons have to do with their love for your nonprofit and for how your team is changing the world, making it a better place. Well, there could be a reason that is on the shoulders of your org, but that is more about the lack of relationship-building and communication, not about asking too many times.

We do two direct mail pieces a year, which works for us, and we know we want to do more. We do plenty of e-appeals. Where we most succeed, however, are the times we make a personal ask to a donor. From us to them. Because we’re in a relationship with them, we have communicated with them, and most of our communication is around letting them know what we are doing within our mission and not about asking for more.

I don’t get a yes every time. I send a lot of personal emails to say hello and remind them about how their donation impacts those we serve. On occasion, I’ll email an opportunity to support us, one that is personal, not a group email through our email system. It’s a wonderful way to be in relationship with the donor, and our donors respond well to being asked like that.

The key for me is to keep asking. Keep letting them know about their impact. Share the ups and downs. They want to know.

And they want to donate again.

Keep building those relationships, sharing impact, and asking.

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Take a risk. Be of service. Support your friends and colleagues. Be kind.