Ask for what you want: 1 proven way to raise more money

Ask for What You Want: The Philosophy of Fundraising
In fundraising, a simple yet powerful principle holds true: ask for what you want. But this doesn’t just mean asking for donations right away. A key element of successful fundraising lies in building trust and long-term relationships with donors before making a direct financial ask. It’s a blend of clear intentions, transparency, and patience that drives meaningful support.
Why You Need to Ask for What You Want
Many nonprofit leaders hesitate to be upfront about their needs, especially financial ones, fearing they might come off as pushy or opportunistic. However, if you don’t ask for what you want, you risk leaving your mission underfunded or misunderstood.
Donors appreciate clarity. Whether you’re raising funds for a specific program or asking for support to expand operations, being direct helps donors understand exactly where their contributions will go. Think of the ask for what you want principle as not only a request for financial support but also for a shared vision—where donors can become active participants in creating change.
The truth is, if you never ask, your nonprofit will likely struggle to meet its goals. Your donors want to help, but they also need direction. Asking is a way to offer them that direction and align their philanthropic interests with your organization’s mission.
Building Long-Term Relationships Before the Ask
As essential as it is to ask for what you want, focusing solely on immediate financial contributions can sometimes be short-sighted. Fundraising, especially major gift cultivation, is about building long-term relationships where trust, alignment of values, and a shared vision are at the center.
Instead of diving into financial asks, start by establishing genuine connections. Take the time to learn about your donors, understand what motivates them, and engage them in your mission beyond just monetary contributions. When you prioritize relationships over transactions, asking for support becomes a natural part of an ongoing conversation rather than a sudden, isolated event.
How to Nurture These Relationships
- Personal Engagement: Regularly engage with donors on a personal level. Invite them to events, share meaningful stories of impact, and show how their involvement makes a difference. When the time comes to ask for what you want, they’ll already feel invested in the cause.
- Transparency: Being open about your organization’s needs builds credibility. Whether you’re asking for financial contributions or non-financial support (such as advocacy or expertise), clarity about what you want fosters trust and shows you value their partnership.
- Consistent Communication: Keep donors informed, not just when you’re asking for something. Share updates, celebrate milestones, and show appreciation. Over time, this consistency solidifies relationships, making it easier to make a request when the moment is right.
- Focus on Shared Values: Donors are more likely to give if they see their values reflected in your organization’s work. Align your ask for what you want with a shared vision that resonates with their personal goals or philanthropy. This way, your request becomes mutually beneficial, grounded in a collective mission.
The Art of Not Asking for Money Right Away
It might seem counterintuitive, but sometimes the best fundraising strategy involves not asking for money immediately. Instead, focus on creating experiences and value for your donors first. Share your story, your mission, and the difference their involvement could make.
Cultivating these relationships without the pressure of an immediate financial ask allows potential donors to feel more connected to your cause. This makes the eventual ask—when it does happen—more meaningful and likely to succeed.
When you finally ask for what you want, the donor should feel like a partner in solving a problem or achieving a shared goal, not merely a source of funding. By building this foundation, your ask feels natural and even welcomed because it’s built on a long-term relationship, not just a one-time transaction.
When the Time Is Right
Asking for what you want in the context of nonprofit fundraising is both an art and a science. There are key moments when it’s appropriate to ask directly, and other times when more cultivation is needed.
- Major Gift Asks: In major gifts fundraising, it’s especially important to build relationships first. Before making a large financial request, consider taking the time to get to know the donor and understand their priorities. Once you’ve built that relationship, making the ask becomes an easier conversation—often leading to much larger gifts than you might initially expect.
- Campaigns and Appeals: During specific fundraising campaigns, it’s vital to be clear about your needs. Whether through email, direct mail, or face-to-face meetings, campaigns are a great time to ask for what you want. Make sure your appeal is compelling, with a specific call to action that lets donors know exactly how they can help.
- Annual Support: Consistent, smaller asks can also be effective. This might include monthly giving or annual appeals that keep donors engaged with your organization year after year.
A Philosophical Look: Why Asking for What You Want Matters
At its core, ask for what you want is a philosophy that touches on the human element of nonprofit work. Asking shows vulnerability—it acknowledges that your organization needs help, which invites others to step in and contribute to the cause. It’s about breaking down the barrier between those who need help and those who can offer it, creating a bridge of empathy, shared purpose, and collaboration.
Furthermore, asking creates space for generosity. By clearly stating your needs, you give donors the opportunity to step up and make a difference, satisfying their own desire to contribute to something meaningful.
Philosophically, ask for what you want is about understanding that fundraising isn’t a transaction—it’s an invitation for others to join you in making the world a better place. And when framed this way, it becomes less about “money” and more about impact, progress, and shared goals.
Wrapping It All Together
Asking for what you want in the nonprofit world is a critical element of success. By being upfront, focusing on relationships, and nurturing connections over time, your asks become more effective, meaningful, and impactful. In fundraising, the goal is to create long-term partnerships where both the donor and the organization thrive together.
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