How to ask for donations: Best strategies for fundraising

Asking for donations can feel a little nerve-wracking, right? You don’t want to sound pushy, but you also know your cause deserves support. The good news? Fundraising isn’t about begging—it’s about inviting people to be part of something meaningful.

When done right, asking for donations becomes a natural, even exciting, part of your nonprofit’s growth. Whether you’re reaching out to longtime supporters, new potential donors, or even companies for corporate donations, the way you make your ask matters. A strong message can turn a one-time donor into a lifelong supporter.

In this guide, we’ll break down exactly how to ask for donations in different ways—emails, social media, text messages, phone calls, and even in-person meetings.

At Harness, we believe fundraising should be simple, smart, and stress-free. That’s why we help nonprofits like yours connect with supporters with the help of innovative tools and expert guidance. 

The fundamentals of asking for donations

Who to ask

Not all donors are the same, and that’s a good thing. The key to a strong fundraising strategy is knowing who you’re asking and why they might donate.

• Individual donors: These are everyday people who care about your cause. Some will contribute once, while others might become monthly supporters.
• Businesses & corporate donors: Companies often have donation programs or matching gift programs that can double donations.
• Foundations & grantmakers: Some donors give through fundraising campaigns or structured grants instead of one-time gifts.

The better you understand your donor base, the easier it is to craft the right message for the right person.

How to ask

There are so many ways to ask donations, but not every method works for every donor. The best approach depends on your audience and your goals.

• Text messages: Quick and personal. Great for reminding people about an urgent cause.
• Emails & letters: Perfect for storytelling, sharing impact, and making a clear ask.
• Phone calls & in-person meetings: Ideal for major donors or corporate sponsors.
• Social media & online fundraising: Reaches a wider audience and makes donating easy.

The secret? Meet your donors where they are. If they love texting, send a text. If they engage with your Instagram posts, ask for donations there. The easier you make it, the more likely they are to give.

When to ask

People are more likely to donate when the timing feels right. Here’s when to maximize your ask:

• During fundraising events: Whether it’s a gala or an online campaign, donations flow when there’s excitement.
• On giving days: Think Giving Tuesday or end-of-year fundraising when people are already in a generous mood.
• When urgency is high: If you’re raising money for an immediate need, make that clear. A deadline encourages action.

The best fundraising campaigns don’t just ask once. Follow up, remind, and show gratitude. Keeping donors engaged long-term leads to bigger and more consistent support.

Crafting the perfect donation request message

The core components of a great ask

Not all donation requests are created equal. Some inspire action instantly, while others get ignored. The difference? A message that feels personal, urgent, and easy to act on.

• Personalization: Speak directly to your donor. Use their name, reference past support, or mention shared values. People want to feel like they matter, not like they’re just another name on a list.
• Emotional Storytelling: Facts tell, but stories sell. Instead of saying, “We need $10,000 to fund our program,” try, “Maria, a single mother, was able to put food on the table because of your support.” Stories connect.
• Transparency: Donors want to know exactly how their money will be used. Make it crystal clear. “A $25 donation provides a week of meals for a family in need.” The more tangible, the better.

Examples of effective donation requests

A great ask gets to the point, makes an emotional connection, and makes donating easy. Here are a few examples across different channels:

Email ask:

Subject: Help Feed a Family Tonight
Hi [Donor’s Name],
Right now, thousands of families are struggling to put food on the table. A gift of just $25 can provide a full week of meals for a family in need. Will you help?
Click here to donate: [Donation Link]
Thank you for making a difference,
[Your Name & Organization]

Text message ask:

Hey [First Name]! A quick update: We’re just $500 away from our goal to provide school supplies for kids in need. Can you chip in $10 today? Every dollar counts! Donate here: [Link]

Social media ask:

We’re so close! Just $1,000 more to reach our goal and provide clean water for 100 families. Every donation helps. Donate today & change a life! 💙 [Donation Link] #FundraisingForGood

The right tone for different situations

Not every ask should sound the same. A text message to a regular donor should feel warm and casual. A letter to a corporate sponsor should sound professional and goal-oriented. Always tailor your message based on who you’re asking and how you’re asking.

The key takeaway? Make it easy, make it urgent, and make it personal. When donors feel connected to your mission, they’re much more likely to donate.

Choosing the right fundraising strategy

Not all fundraising strategies are created equal. The best approach depends on who you’re asking, how they like to donate, and what will make them take action. Let’s break it down.

Digital vs. traditional methods

The way you ask for donations matters. Some donors respond best to digital campaigns, while others prefer traditional methods. Here’s how to decide:

Online fundraising strategies

• Peer-to-peer fundraising: Get your supporters involved by letting them raise money on your behalf.
• Crowdfunding: Set up an online campaign where anyone can donate easily.
• Social media fundraising: Use platforms like Instagram, Facebook, and LinkedIn to share your mission and encourage donations.
• Email campaigns: Reach your donor base with a well-crafted email series.
• Text-to-give: Send donation requests via text message.

Traditional fundraising strategies

• Direct mail: Send personalized fundraising letters to major donors.
• In-person meetings: Perfect for high-value donors who prefer a one-on-one connection.
• Phone calls: A personal touch that works well for long-time supporters.
• Fundraising events: Galas, auctions, and community gatherings can bring in big donations.

Corporate partnerships & matching gift programs

Many businesses want to give back—and they can be huge allies in your fundraising efforts.

Corporate donations

• Approach businesses with a clear value proposition—how supporting your cause benefits them.
• Offer sponsorship opportunities in exchange for donations.

Matching gift programs

• Many companies match employee donations dollar-for-dollar.
• Let donors know their gift could be doubled just by checking with their employer.

The secret to a winning strategy? Mix and match

There’s no single best way to fundraise. The strongest campaigns combine multiple strategies to reach different donors where they’re most comfortable.

Example: A nonprofit could run a social media campaign to drive small donations, follow up with a matching gift opportunity, and then invite major donors to a fundraising event.

The more touchpoints you create, the better your chances of turning one-time donors into lifelong supporters.

Best practices for soliciting donations on different channels

There’s no one-size-fits-all approach to asking for donations. Some donors love a quick text, while others prefer a thoughtful email or a heartfelt conversation. The key? Meeting donors where they already are.

How to ask for donations on social media

Social media is a powerful tool for reaching new donors and engaging your community. Each platform works differently, so it’s important to tailor your message accordingly.

Facebook

• Use real-life impact stories with strong visuals.
• Create Facebook Fundraisers that allow people to donate directly.
• Post updates with a clear call to action (“Click below to donate now”).
• Host live videos to answer donor questions and share behind-the-scenes content.

Example post:
"Last year, we helped 500 students access school supplies thanks to donors like you. This year, we want to reach 1,000. A $15 gift puts a backpack in a child’s hands. Donate today: [Donation Link]."

Instagram

• Use Stories and Reels to share quick, engaging content.
• Add a donation link in your bio or use the Instagram donation sticker.
• Keep captions short, focusing on urgency and impact.
• Use user-generated content to show real community support.

Example post:
"Imagine starting school without a backpack. That’s the reality for too many kids. A small donation changes everything. Tap the link in our bio to contribute today."

Twitter/X

• Keep your message short and direct (280 characters max).
• Use hashtags to reach a wider audience (#GiveBack, #Nonprofit).
• Share donor shoutouts to build social proof.
• Post frequent updates, especially during time-sensitive fundraising campaigns.

Example tweet:
"We’re halfway to our goal! Just $500 more to provide clean water to 10 families. Every dollar helps. Donate here: [Donation Link] #FundraisingForGood."

LinkedIn

• Ideal for corporate donations and business partnerships.
• Share professional success stories and case studies.
• Connect with employees of companies that offer matching gift programs.

Example post:
"Did you know your company might match your donation? Check with your HR team and double your impact today! Learn more: [Matching Gift Link]."

How to ask for donations via email & letters

Emails and fundraising letters allow you to tell a deeper story, explain your impact, and make a clear ask.

Email best practices

• Make the subject line compelling – “You can change a life today, [First Name].”
• Personalize it – Use the donor’s name and reference past support.
• Get to the point quickly – The first two sentences should grab attention.
• Include one strong call to action – "Donate now" should be easy to find.

Example email:

Subject: Will You Help a Family in Need Today?
Dear [First Name],
Right now, families in our community are struggling to afford meals. A donation of just $25 can provide groceries for a week.
Will you help? Click here to donate: [Donation Link]
Thank you for your kindness,
[Your Name]

Fundraising letters

For traditional donors, a printed letter can be effective, especially for major gifts. Key elements include:

• A warm and personal introduction.
• A compelling story about the impact of past donations.
• A clear ask with a suggested donation amount.
• A handwritten signature for a personal touch.

How to ask for donations in person or over the phone

A phone call or face-to-face meeting is ideal for major gifts or long-time donors who appreciate a personal connection.

Phone call tips

• Start with gratitude – Thank them for their past support.
• Be specific – Tell them exactly how their donation will make an impact.
• Give them options – Offer different donation amounts to make it easy.

Example call:
"Hi [Donor's Name], this is [Your Name] from [Nonprofit Name]. I just wanted to personally thank you for your past support. Right now, we’re working on [specific project], and I wanted to see if you’d be open to making another gift to help us reach our goal. Would you consider donating $100 today?"

In-person meeting tips

• Do your research – Know the donor’s past donation history.
• Lead with your mission – Explain why their donation is essential.
• Make a clear, confident ask – Don’t be afraid to directly request support.

Overcoming common objections & challenges

Even the most passionate supporters have hesitations when it comes to donating. Maybe they’re unsure about where their money goes, or they feel like they can’t give enough to make a difference. Knowing how to handle these objections can turn hesitation into action.

“I can’t afford to donate.”

Many people want to help but feel like they don’t have enough money to make an impact. Instead of pushing for a larger gift, focus on small, meaningful contributions and non-monetary ways to give.

Emphasize small donations: “Even $5 helps! Every little bit adds up.”
Offer recurring donations: “A $10 monthly donation makes a big impact over time.”
Suggest other ways to support: “You can also help by sharing our campaign or volunteering.”

“I already gave.”

A donor might feel like they’ve done their part. While you should always respect that, it’s okay to keep them engaged without making them feel pressured.

Thank them for their past support: “We’re so grateful for your generosity!”
Show impact: “Because of you, we helped 100 families this year.”
Encourage other forms of donations: “Would you consider sharing our fundraiser with a friend?”

“I don’t trust online donations.”

Some donors hesitate because they worry about security. Addressing their concerns upfront can help ease their minds.

Highlight secure payment processing: “We use trusted platforms like PayPal and Stripe.”
Offer alternative methods: “If you prefer, you can send a check or call us to donate over the phone.”
Share testimonials: “See how donors like you have made an impact!”

“I need more information before I donate.”

Some donors like to do their research before making a decision. Providing transparency and answering questions can build trust.

Break down how donations are used: “90% of your donation goes directly to programs.”
Share success stories: “Meet Sarah, whose life changed thanks to your support.”
Provide an FAQ page: “Learn more about our work here.”

“I’m not sure my donation will make a difference.”

Some people feel like their contribution is too small to matter. Reinforce the power of collective donations and show tangible results.

Give real-world examples: “Just $10 feeds a family for a day.”
Highlight past success: “Last year, 1,000 people gave small amounts—and we funded an entire shelter.”
Use matching gifts: “Your donation could be doubled by your employer.”

Following up & retaining donors

Getting a donation is just the beginning. If you want donors to give again (and again), staying connected is key. A simple “thank you” goes a long way, but real donor retention comes from building relationships over time.

How to thank donors in a meaningful way

People want to know their donation mattered. The more personal your thank-you, the more likely they are to give again.

• Send a quick thank-you email or text right after they donate.
• Personalize it—use their name and mention the impact of their gift.
  
• Follow up with a handwritten note or call for larger donations.

Example:
"Hi [Donor's Name], we can’t thank you enough for your generosity! Because of your gift, [specific impact]. You’re making a real difference, and we’re so grateful to have you in our community!"

Keeping donors engaged

If donors only hear from you when you need money, they’ll start to tune out. Keep them in the loop year-round with:

• Impact updates – Show them how their donation is making a difference.
• Behind-the-scenes stories – Let them see your work in action.
• Special invitations – Give them early access to events or exclusive content.

Encouraging repeat donations

A one-time donor can become a lifelong supporter—if you give them reasons to stay involved.

• Offer recurring donation options – Monthly donors give more over time.
• Celebrate milestones – “You’ve been a supporter for one year—thank you!”
• Make giving easy – Set up automated reminders for anniversaries and giving days.

Example:
"You’ve been part of our mission for six months now, and we couldn’t do this without you! Would you consider joining our monthly donation program to continue changing lives?"

Start fundraising smarter with Harness

Asking for donations doesn’t have to feel awkward or overwhelming. When you focus on the right people, the right message, and the right timing, fundraising becomes a natural part of building your community.

Whether you’re reaching out through social media, email, text, or face-to-face conversations, the key is to make donating easy, meaningful, and personal. When donors feel connected to your mission and see the impact of their support, they’ll be more likely to donate—and keep donating.

At Harness, we help nonprofits simplify fundraising with smart technology and expert support. From automated donor engagement to personalized experiences, we make it easier for you to grow your donor base and focus on what matters most—your mission.

FAQ: Everything you need to know about asking for donations

1. What is the best way to ask for a donation?

The best approach depends on your audience. If you're making a quick request, text messages or social media are great options. For deeper engagement, emails, phone calls, or in-person meetings allow for storytelling and connection. The key is to make donating easy, personal, and urgent.

2. How can I ask for donations without feeling awkward?

Think of it as inviting someone to be part of something meaningful rather than just asking for money. When you focus on why their support matters and how they can make a difference, the ask feels more natural. A warm, friendly tone makes it easier for both you and the donor.

3. What’s the most effective fundraising strategy for small nonprofits?

For small nonprofits, the most effective strategies include recurring donations, matching gift programs, and storytelling-driven campaigns. Peer-to-peer fundraising and social media can also help reach more donors without requiring a big budget. The goal is to create consistent opportunities for supporters to engage and donate.

4. How do I write a donation request letter?

A strong donation request letter starts with a personal greeting and a compelling story that connects the reader to your cause. The ask should be clear, with a suggested donation amount that helps the donor understand their impact. Including an easy way to donate, such as a QR code, a donation link, or a return envelope, makes the process simple. Closing with a heartfelt thank-you leaves a lasting impression.

5. What are some good examples of donation request messages?

An effective email might say, “A $25 donation provides a week of meals for a family in need. Will you help?” A strong text message could read, “We’re just $500 away from our goal! Chip in $10 today: [Donation Link].” On social media, a post like “Your gift changes lives. Donate now and be part of something bigger: [Link]” makes the ask clear and impactful.

6. How do I encourage recurring donations?

Encouraging recurring donations starts with offering an easy monthly donations option on your donation page. Donors are more likely to commit when they see how a small monthly gift adds up over time. Sharing stories about the long-term impact of sustained donations can reinforce why their ongoing support matters. Adding special perks, such as exclusive updates, impact stories, or personal thank-yous, makes them feel valued and connected to your mission.

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