Master the Art of Fundraising for Major Gifts, Capital Campaigns, and Annual Giving
Asking for donations can feel nerve-wracking—even for experienced fundraisers. Whether you’re sitting across from a potential major donor, crafting an email appeal, or making an ask at an event, the question remains the same:
"How do I ask for donations in a way that feels natural—and actually gets a yes?"
The good news? You don’t need to be a natural-born salesperson to raise significant funds. You just need a strategy.
This guide will walk you through the step-by-step process of making effective fundraising asks, from researching prospects to handling objections and securing the gift.
Let’s dive in.
Step 1: Know Your Donor Prospect
Before making an ask, you need to know who you’re asking. This starts with prospect research—gathering key information to ensure they are a good fit for your campaign.
Use the LIA Rating to Identify Strong Donor Prospects
A qualified donor should have:
🔹 Linkage – A connection to your nonprofit (past donor, event attendee, board member).
🔹 Interest – A passion for your cause and mission.
🔹 Ability – The financial capacity to give at the level you’re requesting.
Pro Tip: Use LinkedIn, social media, and donor databases to uncover key insights like giving history, professional connections, and philanthropic interests.
Cultivating the Relationship Before the Ask
You don’t propose marriage on the first date—and you shouldn’t ask for a major gift without first building a relationship.
✔ Engage before you ask – Invite them to events, send updates, or introduce them to board members.
✔ Listen more than you talk – Find out what they care about most.
✔ Create connection points – Help them see where their values align with your nonprofit’s work.
Only after you’ve built trust should you make your ask.
Step 2: Craft a Powerful Fundraising Ask
Before meeting with a donor, you need to be crystal clear about what you’re asking for and why it matters.
How to Structure Your Ask
✔ Start with a Powerful Need Statement – Identify the person, cause, or group that requires assistance.
✔ Make the Ask Clear & Direct – Don’t beat around the bush. State what you’re asking them to do.
✔ Use the "Because" Factor – Clearly explain why their support is needed and the impact it will create.
✔ Show How Their Donation Will Make a Difference – Give them a tangible outcome tied to their gift.
Example of a Strong Fundraising Ask (Elevator Pitch Format):
"Wheatland Shelter is the only refuge in our community for men escaping domestic violence. Right now, there aren’t enough beds. Your donation will provide emergency shelter for survivors who have nowhere else to turn."
Pro Tip: The best asks are short, specific, and emotionally compelling.
Step 3: Know Your Role as a Fundraiser
Whether you’re a fundraising professional, board member, executive director, or volunteer, your job is to:
✔ Know your donor – Research their interests, giving capacity, and relationship with your nonprofit.
✔ Know your organization – Be able to confidently communicate your mission and impact.
✔ Know your ask – Have a specific, clear, and well-practiced request.
Who Should Make the Ask?
A major gift ask is typically done in pairs for greater impact. Some effective pairings include:
✔ Executive Director + Board Member
✔ Development Officer + Volunteer Leader
✔ Major Gifts Officer + Longtime Donor (Peer-to-Peer Influence)
Make sure both people are aligned before the meeting to avoid confusion.
Step 4: Use Proven Techniques to Make the Ask
Fundraising is a conversation—not a one-sided pitch. Follow these six steps for a successful donation request:
The 6-Step Fundraising Ask Model
1️⃣ Build Rapport – Start with friendly conversation about mutual interests.
2️⃣ State the Case – Share the mission with enthusiasm, emphasizing impact and urgency.
3️⃣ Encourage Involvement – Ask for their opinion, invite their input, and make them feel part of the solution.
4️⃣ Make a Direct Ask – Clearly state the gift amount and purpose.
5️⃣ Be Quiet & Wait for Their Response – Give them time to think and respond.
6️⃣ Respond to Their Answer – Whether it’s a yes, no, or maybe, handle it with confidence and gratitude.
Where to Make the Ask
Face-to-Face is Best – In-person meetings build trust and lead to higher success rates.
Avoid Distractions – Choose a quiet, private setting (not a noisy restaurant).
On-Site Meetings Work Well – Inviting donors to your nonprofit’s location can deepen engagement.
Pro Tip: Silence after the ask is powerful—give them time to process before jumping in with more words.
Step 5: What to Do After the Ask
Handling Different Donor Responses
✅ If They Say YES:
Confirm the gift amount and next steps.
Send a thank-you email within 24 hours and outline donation logistics.
Discuss impact reporting—let them know when they’ll receive updates.
🤔 If They Say MAYBE:
Ask if they need more information or time to decide.
Schedule a follow-up meeting rather than leaving it open-ended.
❌ If They Say NO:
Thank them for their time and interest—no pressure.
Ask if they’d be open to supporting in another way (volunteering, advocacy).
Keep the door open for future giving opportunities.
Stewardship: The Key to Long-Term Giving
A donor’s first gift should never be their last. Keep them engaged by:
✔ Sending personalized updates on the impact of their gift.
✔ Inviting them to events and behind-the-scenes opportunities.
✔ Asking for their feedback and staying in touch—even when you’re not asking for money.
Final Thoughts: Asking for Donations is a Skill—Master It!
The more you practice and refine your approach, the easier it gets. Fundraising is about building relationships, communicating impact, and making clear asks.
Ready to take your fundraising to the next level?
✅ Watch our YouTube training 👇
✅ Visit www.causespecialists.ca for expert fundraising resources.
The best fundraisers aren’t afraid to ask. Let’s get those donations flowing! 💪
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