To ask or not to ask? Planning for effective nonprofit fundraising

In recent workshops we facilitated for nonprofit leaders, we noted that many organizations lack a fundamental communications calendar aligned with strategic fundraising.

That means they have no preplanned, well-thought-out approach for soliciting donations, which begs two questions: 

First, how often should you ask for donations?

We’ve all heard the expression, “It doesn’t hurt to ask,” but when it comes to donations, it definitely hurts when you don’t.

According to recent survey data, fewer appeals result in fewer donations. Some survey respondents also indicated they would have given more if requested.

Simply put, the top reason people give is because someone asked them to. This Switchboard isn't a hot take - it’s a check in to ensure the basics of your planning process are in place.

To ensure you don’t miss the opportunity, nonprofits must prioritize developing a communications calendar – a plan for sending an effective number of appeals at the appropriate time in order to maximize donor engagement and contributions.

But asking is only part of the equation. Equally important is staying top of mind.

So what’s the right balance between asking for donations and just strategically touching base with your donors?

Constantly pressing donors for contributions wears out your welcome. That’s why effective fundraising campaigns consist of an effective mix of solicitations and stewardship.

What do I mean by that? Solicitations are (or should be) compelling donation appeals that clearly communicate your cause or need, while stewardship reminds donors that yours is a nonprofit worthy of continued support. Stewardship may include expressing a note of gratitude, recognizing particular donors, highlighting donation impact, and the like.

And for subscribers who are not yet supporters, cultivation replaces stewardship. Cultivation, the “courtship period,” involves inspiring a first give from prospects through personalized communication and direct engagement.

Along with solicitation, stewardship, and cultivation considerations, timing is a critical component of a winning fundraising campaign.

Planning your campaigns

Campaigns shouldn’t just be a function of when your team has time to put them together.

Rather, to be successful, they require thoughtful planning and execution (back to our communications calendar!). This typically includes three to five major annual campaigns, strategically timed to resonate with diverse audiences across all giving levels.

Key moments might include:

• Year-end giving – If you rely on individuals to fund your work, this one’s obvious. Approximately 30% of annual giving occurs in December, so make the most of this opportunity by crafting persuasive appeals during the holiday season.
• Relevant global or national observances – Leverage events like June 3rd’s World Bicycle Day, where organizations like our friends at World Bicycle Relief are all in on solicitations and engagement.
• Organizational milestones – Celebrate special achievements or anniversaries, like USA Basketball’s 50-year anniversary. Their commemoration involved raising awareness and funding for their foundation work with women and youth ahead of the Summer Olympics.
• Create your own moments – Timing matters! After a day of careless July 4th beach celebrations, the Surfrider Foundation launches its Dirtiest Beach Day campaign. This initiative funds beach cleanup work well beyond the holiday, capitalizing on the moment when environmental consciousness is high.
  

The right effort, the right mix

Whatever your solicitation moments may be, your marketing and development teams should align efforts that are complementary rather than overlapping.

For example, marketing would focus on creating awareness and engaging potential donors through, say, social media, email, and direct mail. Concurrently, the development team would prepare personalized outreach and follow-up strategies to convert these engaged prospects into donors.

As noted earlier, successful campaigns consist of both solicitation and stewardship (or cultivation) communications. Below is an example that helped shape the way we planned out this client’s year.

Based on information provided by their philanthropy team, they used this as a barometer for how often they asked donors for a gift versus delivering a valuable, impact-filled update:

A primer for effective fundraising

Planning your communication mix is crucial, but flexibility and ongoing evaluation are key to making it all work. Here's how to structure your campaign efforts:

Implement annual high-level planning with quarterly adjustments
While you should outline your goals and major campaigns for the year, hold quarterly planning sessions with your marketing and fundraising teams to adapt to changes and assess progress. Schedule these meetings in advance to ensure accountability, and keep your strategy on track.

Create proactive and purposeful content
Every piece of content matters, so ensure that each email, social post, and newsletter adds value. Align messaging with donor interests and your mission, and if possible, avoid creating content just for the sake of having something to show.

Tell compelling stories
Crafting narratives that showcase your impact and connect emotionally with your audience pays off significantly in increased donations. Which will require that you understand what your donors care about most. 

Keep these recommendations in mind to create a dynamic and engaging fundraising strategy—one that adapts to new challenges and leverages opportunities.

And one that consistently inspires your supporters to give, from subscribers to visionaries.