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For nonprofits
How to ask for donations (in person, by letter, or email)
Ask one person for a set amount tied to one clear result, and start with people who already know you. Here is how, in person and in writing, with a letter template.
How to ask well
| Start close | Your board, friends, and existing donors first |
| Be specific | A clear amount tied to a clear outcome |
| Make it easy | One obvious way to say yes |
| Then thank fast | A prompt thank-you keeps them giving |
Why asking works
Asking is a skill, not a personality trait. People give when a person they trust makes a clear, specific request. If no one asks, they may never think to give.
Who to ask first
Start with your warm circle, board members, friends, family, and existing donors, before strangers. Early gifts from people who already believe in you build the base and the confidence to ask wider.
How to make an ask that lands
- Be specific. "$50 feeds a family for a week" beats "anything helps."
- Tie it to impact. Show what the money does, not what you need.
- Name the amount. A specific number is easier to say yes to than an open one.
- Make giving easy. One clear link or reply-envelope, not a scavenger hunt.
- Keep it flexible if you need to. “For this and wherever it's needed most” lets you spend the gift on any need, even rent or salaries.
In person, letter, or email?
For bigger gifts, in person or a personal call wins. For breadth, a letter or email works, as long as it feels personal and makes one clear ask. For more angles, see our fundraising ideas.
A donation request letter template
After the ask
Whether it is a yes or a no, respond warmly, and thank every giver fast. See how to write a thank-you. A no today is not a no forever.
A donor can limit what a gift pays for, or when you can spend it. They can require you to invest it forever and spend only what it earns. When you ask for a van, donors who give limit their gift to the van. Without limits like these, a gift has no strings. It can pay for rent, salaries or a reserve, which makes it as useful as unrestricted grants.
Ember Giving
Ember Giving keeps every donor's giving history in one place and shows who has gone quiet. Each gift you record with a donor lands on a needs-a-thank-you list, and Ember writes a draft you send yourself. Unlimited users on every tier.
General information for people starting or running a nonprofit, not legal or tax advice. Rules change; confirm specifics with the IRS, your state, or a qualified professional.
Sources: councilofnonprofits.org · IRS, charitable contributions · Candid, how to find your first donors · IRS, Form 990 instructions (donor restrictions) · PwC, donor-imposed restrictions (gifts given to an appeal) · California Attorney General, Guide for Charities (gifts for a stated purpose). Verified August 2026; the Candid, Form 990, PwC and California sources checked September 2026.