Mastering the Art of the Ask: Fundraising Strategies for Nonprofit Leaders

Raising funds is the lifeblood of any nonprofit organization. Yet, many nonprofit leaders find the act of making a direct ask, the moment when you request a donation, one of the most challenging parts of their role. In fact, many have never made a direct ask at all. How can a nonprofit leader effectively raise funds for their mission without the confidence to make courageous asks? This post will walk you through what making the ask involves and how to prepare yourself and your team to do it well. If you want to build a stronger fundraising culture, booking time for training your board and stakeholders is a crucial next step.

Why Making the Ask Feels Difficult

Many nonprofit leaders hesitate to make direct asks because they fear rejection or feel uncomfortable discussing money. This discomfort often comes from a lack of practice or training. Fundraising is not just about asking for money; it’s about connecting donors to your mission in a meaningful way. When leaders avoid the ask, they miss opportunities to build relationships and secure vital support.

The truth is that donors want to give when they understand the impact their gift will have. Your role is to communicate that clearly and confidently. Avoiding the ask can stall your organization’s growth and limit the resources needed to fulfill your mission.

What Making the Ask Actually Involves

Making the ask is a conversation, not a sales pitch. It involves several key steps:

• Build rapport: Start by connecting with the potential donor on a personal level. Show genuine interest in their values and motivations.

• Share your story: Explain the mission and the specific need your organization is addressing. Use clear, concrete examples of impact.

• Make a clear request: Be specific about the amount or type of support you are seeking. Ambiguity can confuse or discourage donors.

• Listen and respond: Pay attention to the donor’s reactions and questions. Address concerns honestly and thank them for their time regardless of the outcome.

• Follow up: Keep the donor informed about how their gift makes a difference. This builds trust and encourages future support.

  
  

Practicing these steps can make the ask feel more natural and less intimidating.

Training Your Board and Stakeholders to Ask

Your board members and key stakeholders are powerful allies in fundraising. Yet, many boards shy away from asking for donations themselves. Training can equip them with the skills and confidence to engage donors effectively.

Here are some practical ways to prepare your team:

• Role-playing exercises: Simulate fundraising conversations to practice making asks and handling objections.

• Provide scripts and talking points: Help board members understand how to tell your organization’s story and make clear requests.

• Set clear expectations: Define fundraising goals and individual responsibilities for board members.

• Celebrate successes: Recognize and share stories of successful asks to build momentum and confidence.

  
  

By investing in training, you create a culture where fundraising is a shared responsibility, not just the job of the development staff or the treasurer on the board or at that one fundraising dinner a year.

Board member practicing fundraising ask in training session

Overcoming Common Barriers to Making the Ask

Even with training, nonprofit leaders and board members face common barriers:

• Fear of rejection: Remember that a “no” is not personal. It’s an opportunity to learn and refine your approach.

• Lack of clarity: Be clear about what you need and why it matters. Vague requests reduce donor confidence.

• Not knowing the donor: Research your donors’ interests and giving history to tailor your ask.

• Time constraints: Schedule dedicated time for fundraising conversations. Treat them as important meetings.

  
  

Addressing these barriers head-on helps build resilience and improves fundraising results.

Real-Life Example: Turning a Hesitant Leader into a Confident Fundraiser

One nonprofit leader shared how she had never made a direct ask in her ten years at the organization. After attending a focused training session, she practiced with her board and prepared a clear, heartfelt request for a major donor. The donor responded positively and made a significant gift that funded a new campaign.

This example shows that courage grows with preparation and support. The ask is not about pressure; it’s about sharing your passion and inviting others to join your mission.

Nonprofit team celebrating successful fundraising event

Taking the Next Step

Fundraising is a skill that improves with practice and support. If you want to strengthen your organization’s ability to raise funds, start by booking time for training your board and stakeholders. Equip them with the tools and confidence to make courageous asks that connect donors to your mission.

Remember, every ask is an opportunity to build a relationship and create impact. The more you practice, the easier it becomes. Your mission deserves that courage.

Ready to unlock your organization’s full potential through fund development training and call time support? Reach out to learn how our consulting services can help your organization grow. Contact amina@barhumiconsulting.com to start the conversation.