6 Mistakes to Avoid When Asking for Money
Securing mid‑level and major gifts is equal parts art and discipline. Yet the same missteps appear again and again causing many nonprofits to torpedo otherwise promising conversations and leaving donors confused or disengaged. Below are six of the most common errors we’ve seen nonprofit professionals make when they sit down to ask for money. Each section explains the misstep and folds the remedy into the same narrative, so you can see how a small shift in approach can unlock more support.
1. Rushing Past Discovery
A solicitation that opens with a “deck” and closes with a pledge card may seem efficient on the surface, but skipping thoughtful discovery is the fastest way to guarantee a polite “Let me think about it.” Before numbers enter the conversation, don’t neglect learning about your prospective donors.
Ask open‑ended questions about the donor’s history with your mission, their philanthropic priorities, and the outcomes that light them up. When you weave these insights into your proposal, the ask feels custom‑built, not mass‑produced. For example, "Because you mentioned education equity matters most to you, here’s how your gift can fund after‑school tutoring for…"
2. Centering Your Budget Instead of Their Impact
Donors rarely part with five and six‑figure checks because your line items are in the red. Even if they do, that’s probably not the reason why. The “Save us!” appeal usually only works once, because they don’t want to invest in an organization that they suspect might not be around next year.
Most donors who give larger amounts give because they picture a concrete result their money will create. Rather than opening with, “We need $150,000 to close our annual gap,” reframe the conversation around outcomes: “A $150,000 investment scales our mobile clinic to reach 400 additional patients next year.” The need still exists, but it’s now couched in the donor’s ability to produce change. Remember, it’s not about you!
3. Leaving the Ask Ambiguous
Anxiety about naming a number often tempts fundraisers (especially less experienced ones) into vague language: “We’d appreciate any support. However much you want to give.” or “What does the heart want?”. That approach, while well-meaning, actually puts the work of the ask on the donors and forces them to guess what you really need. Most of the time in this scenario, they will guess pretty low. And honestly, can you blame them?
State a specific amount, tie it to a tangible result for the mission, and offer a timeline for decision. Clear requests convey respect and confidence: “Would you consider a commitment of $25,000 per year to launch the program by September?”
4. Drowning the Story in Statistics
Impact metrics are critical, but they only resonate once the heart is engaged. Open with a vivid beneficiary story, then layer in supporting numbers to confirm the scale of the issue and add credibility. Picture the sequence as emotion first, evidence second. When data follows narrative, donors remember both; when it precedes narrative, they often remember neither.
5. Treating Every Donor Exactly the Same
A polished but generic proposal sent to every prospect ignores personal passions, communication styles, and even generational nuances. Segmentation need not be complicated: begin with three lenses of past giving, preferred channel, and top interest area. A Gen X entrepreneur who loves measurable ROI will respond differently from a Boomer retiree focused on community legacy.
If you boil it down even further, tailor your messaging to whatever individual might be excited about supporting your mission. Tailoring your language and stewardship plan signals that you value the donor as a human and a partner, not as a line on a spreadsheet. Every donor and donor interaction is going to be different.
6. Letting the Relationship Go Cold After the Meeting
Whether the donor says yes, no, or “not now,” the period immediately following your ask sets the tone for every future conversation. Prompt, personal acknowledgment like a handwritten card or quick video message reinforces trust and positive engagement. Follow that with an impact update within the first month and a quick phone check‑in the following quarter. Consistent stewardship turns a single transaction into an evolving partnership, even when the initial answer was “not at this time.”
Have you made some of these mistakes when asking for money? Don’t worry, us too! That’s why we help nonprofits help bring in additional fundraising revenue for their missions. Reach out to us if you are looking to raise more money for your nonprofit!
