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Being Direct: Five Tips for Strengthening Your Ask
Laura Webster Esposito, Creative Director/Senior Consultant, S&W Direct
September 2009

You and I ask for money.

Yep, when you boil it down, that’s what we do for a living. And since the number one reason people make contributions is because they’re asked, a strong and direct ask is the most important thing you can include in your letters, e-mails and on your website.

As year-end approaches, the spirit of holiday generosity and the lure of tax deductions are in the air. This is the most important time of the year to make sure your ask stands out.

Here’s a checklist of five ways to strengthen your ask…

1. Ask clearly, early and often!
In a letter, make sure your main ask—with a specific dollar amount or range of amounts—is on page one. In an e-mail, place your first ask in the preview pane. For printed appeals, repeat it again near the top of page two and in the P.S.

If you use bolding (and underlines in print), save these for your ask and use sparingly elsewhere. Donors skim before deciding to read or not, but even a skimmer will have no doubt what you’re asking for.

2. Give specifics about what the gift will do.
Exactly how will the gift be put to work by your organization? And don’t forget to remind your donor what giving will do for them, whether they’ll get a thank-you gift, name recognition…or just a great feeling.

3. Personalize if you can, and as much as you can.
Name personalization gets attention and shows you care. Go beyond the salutation—use your donor’s name in the main ask. Using an ask amount based on your donor’s giving history spares you from asking for too little, or offending by asking for too much.

And if you can, personalize based on when that last gift was received: “Your September donation was put to work immediately, and we need you to reach out again,” or “We haven’t heard from you since January, so we urgently need your renewed support.”

4. Create urgency with a deadline.
Once your donors understand why they should give, explain why they should give NOW. Some deadlines are natural, like “before Thanksgiving” for a holiday meals appeal. Others may be contrived, like a matching gift deadline. Either way, be clear that your need is urgent.

5. Give a clear call to action
OK, you’ve made a strong, personal ask for a specific amount, and you’ve given a deadline. Now what do you want your readers to do? Send a contribution in the enclosed postpaid envelope? Go to your website’s donation page and make a gift? Do they also need to sign a petition or fill out a survey? Spell it out explicitly or they may set your appeal aside.

Try these time-tested tips when you ask for money in letters, e-mails and on your website. And here’s wishing you the best year-end ever!

Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.