Determining how much to ask for when soliciting a donation is often a delicate balancing act. Asking for too much could alienate a potential donor, while asking for too little might leave valuable contributions untapped. Striking the right balance—being ambitious without overreaching—can help maximize donations while fostering strong donor relationships. Here are five essential tips to guide you in finding the perfect ask amount.
1. Assess the Donor’s Capacity
Start by understanding the donor’s financial capacity. Tools like wealth screening, employment data, lifestyle indicators, and public records can provide valuable insights. A well-informed request not only demonstrates that you’ve done your research but also shows the donor that their potential impact is recognized. This thoughtful approach resonates particularly with donors who value the significance of their contributions.
2. Review Their Giving History
A donor’s past giving is one of the best predictors of future contributions. Take the time to examine their giving patterns, both within your organization and, if possible, with others. Analyzing trends like frequency and donation amounts will help you craft a request that is both respectful of their history and aspirational enough to inspire further generosity.
3. Benchmark with Peer Comparisons
Looking at the giving habits of donors with similar profiles—such as age, career stage, and past giving levels—can provide valuable context. Highlighting contributions made by peers or similar groups, such as reunion classes, can encourage a sense of friendly competition and inspire donors to give at higher levels.
4. Don’t Be Afraid to Aim High
Sometimes, aiming higher can work to your advantage. A bold ask can communicate the importance and impact of the donation, which high-level donors may find compelling. If the donor declines your initial request, it opens the door for a follow-up conversation and a second, more moderate ask. Remember, even if a donor agrees to a smaller amount than you initially proposed, it’s still a win—you’ve started a meaningful dialogue about their giving potential.
5. Be Specific and Purposeful
A targeted ask tied to a specific project or initiative is far more effective than a vague request. Presenting a clear figure and explaining how it will be used allows the donor to envision the impact of their contribution. This clarity and intentionality demonstrate that you value their support and know exactly how to leverage it for maximum benefit.
The Art and Science of Asking
Determining the right ask amount is both an art and a science. When done thoughtfully, it sets the stage for a long-term, mutually beneficial relationship, helping donors and organizations alike achieve their philanthropic goals. By applying these tips, you can ensure your requests are strategic, impactful, and ultimately successful.