I was deep in the garden this morning… hands in the soil, birds singing, coffee cooling by the mulch pile, thinking about this...how we ask for what we need?
Nonprofit leaders ask for things every day: time, support, grace, more time.
But when it comes to asking for a big gift, a true investment in your mission, it’s easy to freeze up. Or worse, bury the ask in a long donor letter that never gets to the heart of the matter.
Let’s change that.
The Ask is Not the End, It’s the Seed
Before you sit down to write your next donor letter, pause. Ask yourself this:
What is the gift you’re asking for…really?
Not the dollar amount. Not the program support. But the change. The transformation. The story their gift will write into the world.
Because that’s what major donors are investing in. Not overhead percentages. Not vague “support.” They’re investing in outcomes, in the part of the story where they get to be the hero alongside you.
Emotion First, Numbers Second
A well-crafted ask doesn’t start with logic. It starts with feeling.
Your story needs to do two things:
- Stir the heart. What would be lost if you couldn’t continue this work? What lives would go untouched? What beauty would go unseen?
- Clarify the impact. What will this donor make possible? Name it. Frame it. Believe in it.
We’re not writing reports here. We’re offering transformation. And the most compelling transformation is always personal.
Think Like an Investor Pitch
Major donors aren’t “ATM machines.”
They’re mission-aligned investors. Treat them that way!
Start with this mindset...
“If I were pitching a startup that’s changing the world, what would I say? What makes this opportunity urgent, meaningful, and too good to pass up?”
Then back it up with real, human stories. Like the single mom who found safe housing. Or the teen who now mentors others after being mentored herself. Give them a name. A voice. A photo, if you can.
Frame the Ask Like a Vision, Not a Transaction
Don’t say:
“We’re asking for $25,000 to cover program costs.”
Say:
“With a $25,000 investment, you’ll provide stable housing for 12 families and give 8 children a safe place to do their homework after school.”
Better yet:
“Your $25,000 gift could change the course of 12 families’ lives, starting next week. That’s not just giving. That’s legacy.”
A Personal Ask Deserves a Personal Plan
Every major donor should have a custom solicitation plan. Before the letter ever hits the printer, answer:
- What do they care most about?
- How do they like to be communicated with?
- What have they supported in the past?
- Who should make the ask, and when?
This isn’t mass marketing. This is intimate, meaningful, relational work.
Ask Boldly, But With Heart
Start with the end in mind: the moment the donor says yes. The spark of excitement in their eyes. The way they sit a little taller, knowing they just made something good happen.
Write from that place.
Let the ask be clear, confident, and rooted in impact. Let your story move, not just inform. And above all, remember: You’re not just asking for money. You’re inviting someone into a mission that matters.
And that’s worth asking for beautifully, bravely, and unapologetically.
Need help shaping your next major gift ask or building a full solicitation program? That’s why the Fundraising Accountant Community exists. Join us inside where finance meets fundraising and fearless leaders grow together.
