How to ask for donations: 8 steps to “yes”

Supporters are bombarded with fundraising asks—nonprofits send an average of two donation appeals per month. For newer fundraisers, this can create uncertainty and anxiety about adding to the noise.

With so many requests, it’s easy to worry, “Am I being too pushy? Too vague?” The pressure of asking for money can feel overwhelming, especially when you care about your cause but don’t want to sound desperate.

To stand out, your message needs to be clear and authentic. In this blog, you’ll learn how to ask for contributions, craft an engaging script, and build a strategy that resonates—without feeling overbearing.

How to ask for donations in 8 steps

Whether you’re raising a small amount of money, requesting items, or trying to secure a major gift, how you ask is often more important than what you’re asking for. Getting a “yes” to your donation request starts with the right approach.

Step 1: Get clear on your ask 🌟

Before you reach out to donors, you need to get specific about what you’re asking them to give. For example, you might be looking for supporters to:

• Contribute to an annual campaign
• Commit to recurring giving
• Become a corporate sponsor
• Donate in-kind items to a silent auction
• Provide a matching gift

Step 2: Understand your audience 👥

Who are you hoping will donate to your campaign? The answer shouldn’t be “everyone.”

In a perfect world, every individual, company, and organization would support your cause. But in reality, your campaign should focus on a core group of current and potential supporters, such as friends and family, local business owners, church members, or alumni.

Writing content, selecting communication channels (email, text messages, etc.) or crafting visuals with everyone in mind will result in generic messaging and fundraising ideas that miss the mark. Use your donor management software to identify your target audience as early as possible, and then conduct research.

Answer questions like:

• Which social media platforms do they visit most?
• What language do they use when they share posts or campaigns?
• Are there any obstacles that might prevent this group from donating?

These answers will help you tailor the right words, medium, and tone to resonate with your audience.

Step 3: Communicate a clear goal 💸

It’s easy to dismiss a vague request like “We’re accepting donations for our soccer team.” But a detailed request like “We need $500 by August 31 to buy new jerseys for our soccer team” clearly explains the need, making a more compelling ask.

Your fundraising goal should include these key components:

• The specific amount of money, items, or time you need—and why
• How you’re going to use the donations you receive
• The positive impact of each donation (think success stories!)

The more detailed you are, the more confident donors will feel about supporting your cause. For example:

“Last year, you helped people like Isabelle feed her family of four when she lost her job. This year, you can provide more meals to your neighbors in need. Each $1 donation lets Greentown Pantry distribute 10 meals. Let’s help them feed 100,000 people this year by raising $10K.”

On a platform like Givebutter, you can set a flexible goal with a fundraising thermometer on your fundraising page and celebrate progress alongside your donors. 

⚡ Need a little inspiration? Check out these top donation page examples! 

Learn more

How to write a raffle prize donation request (free template!) →

Step 4: Keep it short, sweet, and to the point ✍️

People naturally skim through posts, emails, fundraising letters, and videos—even if they’re interested. To make sure your message lands, keep it brief and focused on the request. Include strong visuals and a clear call to action to amplify your efforts. For example:

• Launching a shoe drive via email and social media? Include an image of shoes and write the address of the drop-off point in bold or large text. 
• Asking for $100 donations to raise funds for your choir group? Add a bright donate button to your school website. 

No matter how you deliver the message, use short, simple language that’s easy for both new and returning supporters to understand. If someone’s ready to contribute, taking action should be fast and stress-free. 

Before you launch your campaign, test how many clicks it takes to purchase tickets, learn more, or complete an effective donation. If it’s more than two, you may want to simplify your donation process.

Test yourself!

Quiz: How pro is your donation experience?

Step 5: Use attention-grabbing words 👀

Some words are more persuasive than others, and that’s good news when you’re planning your fundraising ask. The right language can spark curiosity, build urgency, and motivate supporters to take action. You may have just a few seconds to capture a potential donor’s attention before they keep scrolling.

Evoke emotion and drive engagement by incorporating powerful terms like these in your donation request:

• Now: This word creates a sense of urgency and signals an exciting opportunity. People love the promise of immediate change (“You can save orangutans right now”). It’s even more effective when paired with a time-sensitive campaign, like a 24-hour fundraiser or an annual campaign near its end.
• Because: People want to understand what their support will accomplish, or they’ll move on. This is where storytelling is essential. Tell supporters exactly why you’re asking for a donation in a way that resonates emotionally.
• Imagine: Adding this word to your appeal helps supporters step into someone else’s shoes. Use it to paint a vivid picture of what could happen if your fundraising goal is (or isn’t) met.
• Join: You’re not just asking for money—you’re inviting supporters to be active participants in your mission. Ask them to “join” your cause and accomplish something as a group. This is especially effective for peer-to-peer and crowdfunding campaigns.

Step 6: Engage with empathy and transparency 💛

Want to build relationships with your supporters that last? Start by considering their point of view and connecting with authenticity.

Tammy Zonker, Founder and President of Fundraising Transformed explains it best:

We need to engage with empathy and consider the donor's perspective, through their eyes. Donors don’t think of themselves as donors, so we should stop referring to them as such. Instead, refer to them as kind and compassionate partners—those are the words they resonate with.

The Red Cross, for example, calls its supporters “Champions.” 

Tammy also says that asking for support might involve challenging preconceived notions that supporters have of your mission: “Sometimes we need to have courageous conversations in order to bring them into the future, and that requires us to be honest about the complexities of our mission.”

Beyond financial transparency, allowing your audience to peek behind the curtain of your operations—showing the struggles in addition to the wins—creates a sense of truth that builds deep trust and loyalty with supporters.

Step 7: Personalize your ask 🎯

There’s one more word that will personalize your message and boost your fundraising efforts: “you.” Speaking directly to your potential donors makes your appeal feel more relevant and compelling.

Let’s see this in action. Which of the following messages would motivate you more?

• Example one: “Dear Sir or Madam: Our team is working tirelessly to solve the problem of hunger in America. We need an average of $50 per donor to serve our beneficiaries each year. Will you help us?”
• Example two: “Samantha, you’re the solution to the problem of hunger in America. Your donation of $50 would help feed 100 families for the next year. Will you help us?”

In these “how to ask for a donation” examples, the second message wins—because it’s personal and donor-centric. The first message, while well-meaning, puts the spotlight on the organization, making the donor feel invisible.

Another easy way to add a personal touch? Encourage individual supporters to create personalized peer-to-peer fundraising pages, which they can customize and share with their own network.

Step 8: Get the timing right 🕰️

Timing matters—and the right fundraising software can help you nail it. 

What day should you launch your campaign? What time should you send invitations to your webinar or gala? When should you follow up with attendees or donors?

The answers are in your data. Givebutter tracks when your supporters are most active—whether donating, sharing your campaign, or attending events. You might find, for example, that donations peak on Fridays, while major donors give on Sundays. With Givebutter’s automated workflows, you can send tailored messages to each group at the right time, making the most of every opportunity.

So don’t just ask—ask at the right moment, and watch your fundraising campaign soar!

Download your free donation request letters

Even the most seasoned fundraisers sometimes struggle with how to ask for monetary donations.

Download five ready-to-use templates to help you start strong with your donation requests—whether you're sending a general email appeal or writing a formal letter to a potential corporate sponsor.

Freebie alert!

Download your free donation request letter templates →

Ask and you shall receive

With donation requests coming from every direction, people are likely to ignore solicitations. But if you apply the tips in this guide, your campaign can stand out from the rest.

A successful donation ask starts with understanding your audience and speaking their language. Inspire emotion and action with a clear message, a defined goal, powerful words, and a personal touch.

With Givebutter, you can collect and track all of your donations in one convenient place. But don’t just take our word for it:

Givebutter is an exceptional online fundraising platform that provides an easy and seamless way for organizations to raise money for their cause. The platform provides a variety of fundraising options, from crowdfunding campaigns to donation pages and auctions, all of which can be customized to fit specific needs. It's also free to use, which really helps with the financial burden that nonprofit organizations bear.  —  Deidre R., Givebutter user

Now that you know how to ask for donations, you’re one step closer to fundraising success. Ready to put everything into action? Sign up for your free Givebutter account today and start collecting donations via campaigns, pages, events, and more. 

How to ask for donations: FAQs 

How do I politely ask for donations?

Start with a friendly greeting, briefly explain your cause, and invite them to contribute in a way that feels respectful. Use phrases like “We’d be honored by your support.” Always end with gratitude.

What is good wording for asking for donations? 

Good donation wording is warm, clear, and action-oriented. Here’s an example of how to ask for donations: 

“Your support helps us provide meals to families in need. A gift of any size can make a real difference—would you consider donating today?” 

Tailor your message to the audience and always include a clear call to action.

How do I ask for donations without sounding desperate? 

Not sure how to ask someone for a donation without sounding desperate? Focus on the impact the donor can make—not on your organization's challenges. 

Use positive, confident language that highlights your mission and the difference their support will create. Make the ask feel like an invitation to be part of something meaningful, not a plea.

How do you write a donation request message?

A good donation request message includes: 

• A warm opening
• A brief explanation of your cause
• A clear ask
• The impact of donations
• A thank you

Keep it personal and focused on how the donor can help. Don’t forget to include a link to your donation page or fundraising campaign!

How to ask for donations for a fundraiser?

Here’s how to ask for donations for a nonprofit organization:

• Know your why: Be specific about your purpose
• Find your audience: Identify who you're asking
• Write a compelling ask: Share a short, emotional story with a clear need
• Choose your channel: Ask via email, social media, direct mail, or in person
• Make donating easy: Include a simple link or instructions
• Express gratitude: Always follow up with a thank you note