Whether you’re fundraising for a nonprofit or managing a WordPress site with GiveWP, crafting clear and compelling messaging can significantly increase donations. By the end of this guide, you’ll know exactly how to ask for donations effectively so your organization can boost fundraising revenue and make an even bigger impact.

Questions to Ask Yourself for Writing Better Donation Emails

Asking for donations can feel daunting, but it’s one of the most vital skills a fundraiser can develop. A compelling donation request doesn’t just inform, it inspires action. The guide below walks you through proven strategies to engage supporters, tell your story, and grow your impact through thoughtful and well-crafted donation asks – in other words, it teaches you how to ask for donations in a way that resonates.

Before you write your next fundraising message, take a step back and ask yourself these key questions. They’ll help you clarify your intent, connect emotionally with donors, and create more effective, compelling donation emails.

Here are seven key questions you should ask yourself when writing for donations:

1. Why am I asking for donations?
2. Who are my donors, and what motivates them?
3. How can I tell stories that inspire action?
4. What will their donations actually do?
5. Where should I ask for donations?
6. How do I make it easy for donors to give?
7. How should I thank my donors?

1. Why Am I Asking for Donations?

Before asking for a donation, clarify two essential things:

• Why does your organization exist? What’s your mission or impact? What drives your work every day?
• Why are you asking now? What is your specific campaign or need? What’s the exact reason you’re asking for donations at this moment?

Understanding and articulating your “why” ensures your message connects with potential donors on a deeper level. When your donation request has purpose and urgency, it motivates action.

Take time to write down your campaign goal, timeline, and what the funds will directly support. This foundation will guide everything from your messaging tone to the donation form setup.

2. Who Are My Donors and What Motivates Them?

Fundraising isn’t one-size-fits-all, and knowing your audience is key.

The better you understand your donors — their values, preferences, and giving behavior — the more effective your messaging will be.

To segment and communicate with donors, use surveys, donor interviews, or DRM integrations like Active Campaign or Salesforce.

Ask questions like: 

• What inspired you to give to our organization??
• Is there a personal story or connection behind your support?
• What do you hope your donation will accomplish?
• What kinds of stories or updates do you most enjoy hearing about?
• Was anything confusing or difficult about the donation process?

Use these insights to personalize your messaging and align your donation requests with what matters to donors.

3. How Can I Tell Stories That Inspire Action?

Storytelling makes asking for donations more natural and effective. That’s why it’s important to share real stories with faces, names (with permission), and outcomes.

When a potential donor hears a story about someone whose life was transformed through your mission, they are more likely to take action. Stories humanize data and make your cause relatable. Focus on the individual’s journey, the challenge they faced, and how your organization—and donations—helped them overcome it. Back it up with data when possible to strengthen credibility.

Here’s how to shape your donation story:

• Start with what makes your organization special. What sets your mission apart? What impact are you making?
• Create emotional connection. Think about how to ask for donations in a way that connects your organization and donors.
• Incorporate donor motivations. Use what you’ve learned about your audience and reflect those reasons for giving in your message.
• Back it up with facts. Make your story even more compelling by supporting it with real-world stories and evidence. Use examples like: relevant facts and statistics, personal stories showcasing your organization’s impact, and insights or quotes from volunteers.

4. What Will Their Donations Actually Do?

Don’t assume donors know how your organization will use the money — tell them in specific terms using tangible examples. Clear, transparent messaging helps donors feel confident that their gift makes a real difference.

Tips for creating clear donation messaging:

• Spell it out. Let donors know exactly where their money goes. This is a great time to reiterate your “why.”
• Use impact units. “A $50 donation will [insert direct action here].”
• Focus on impact. Donors like to know the direct impact of their gifts. Highlight how their donation helps the cause, not how it goes toward things like administrative costs.

5. Where Should I Ask for Donations?

Every donor has a preferred way of interacting with causes. To connect effectively, use the results from your survey to tailor your messaging as much as possible.

Here’s a quick breakdown of where you can ask for donations:

• Email: Segment email messages for past vs. prospective donors. Keep content relevant and action-oriented.
• Direct Mail: Ideal for older audiences who prefer a personal, traditional touch.
• Text/SMS: Great for short, occasional donation asks—only use text/SMS for opted-in contacts.
• Phone Calls: Use for major donors or personal stewardship; a call from a director or board member can make a big impact.
• Social Media: Share stories where your supporters already scroll, visuals and videos work best.
• Paid Ads: Reach broader or targeted audiences via advertising channels like print, TV, or digital media. Eligible nonprofits can access free spend via Google Ad Grants.
• In-Person Events: Build relationships through in-person events like community gatherings, info sessions, or fundraising galas.

Tip: Gathering insights into where and how your donors engage can help you tailor outreach. Use A/B testing, analytics, and direct donor input to further refine your strategy.

6. How Do I Make it Easy for Donors to Give?

To boost conversions, you first need to remove barriers and make it easy for supporters to complete their gift. Platforms like GiveWP will integrate directly into your WordPress site, creating forms that are mobile-friendly, clearly labeled, and offer flexible options like recurring donations and multiple payment methods.

When designing your online donation requests, make sure you prominently display donation buttons, verify that all links work, and streamline the steps from ask to action. You can also use features like GiveWP Campaigns to group forms by cause, tell a cohesive story, and show fundraising progress, making it even easier for donors to say yes.

Learn more about GiveWP Campaigns →

7. How Should I Thank My Donors?

Saying thank you is a proven donor retention strategy. A prompt, heartfelt acknowledgment can turn a one-time gift into ongoing support.

Here are great ways to thank your donors:

• Send a personalized thank-you email immediately after each donation.
• Follow up with impact updates to show how their gift made a difference.
• Recognize donors publicly (when appropriate), such as in newsletters or social media.

When donors feel appreciated and know their contributions matter, they’re more likely to give again. Thoughtful thank-yous express gratitude and deepen the connection between your supporters and your mission.

Donation Request Examples: Good vs. Poor Messaging

The right donation message can boost response rates and donor trust. Clear, compelling appeals drive action—vague or generic ones don’t. Here’s a side-by-side look at strong vs. weak donation email examples to help improve your next fundraising effort.

Poor Donation Email Messaging: Women’s Shelter

Subject Line: Please donate to our cause

Dear Supporter,

We’re reaching out to ask for your support. Our shelter provides services for women and children in need, but we are running low on resources. We offer meals, beds, support groups, and counseling. We have so many people coming in lately that we can barely keep up. Every bit of help counts, and we really hope you can give.

We’ve been doing this for years, and people rely on us. There’s a lot going on in the world, and it’s been tough for everyone, but if you could donate anything — $5, $10, or more — it would be really appreciated.

We’re counting on your support to keep our doors open. Our community needs us, and we need you.

Thanks, The Team

Why this donation email messaging falls short: This email lacks focus, emotional connection, and a clear call to action. There’s no clear goal, specific impact, or call to action that guides the donor on what to do next. Without focus or personalization, it feels generic and uninspiring, making it easy for the reader to tune out instead of taking action.

Good Donation Email Example: Women’s Shelter

Subject Line: Give Hope to Women Like Jane This Giving Tuesday

Dear [Donor Name],

Jane used to sleep in her car with her two daughters, uncertain what each day would bring. Thanks to donors like you, she now lives in a safe home and is working toward a college degree.

This Giving Tuesday, we’re raising $50,000 to help more women like Jane find safety, support, and opportunity. Your support is critical. Here’s how your gift can make a difference:

• $25 provides warm meals for one woman and her children for a week.
• $50 covers educational materials for a month.
• $100 supports safe shelter for 10 nights.

Our goal is ambitious, but with your generosity, it’s possible. Every dollar helps restore dignity and hope. Please consider making a gift today and be the reason another family gets a second chance.

[Donate Now Button]

With heartfelt thanks, [Your Organization Name]

Why this donation email messaging works: This email tells a compelling, emotional story that puts a human face on the mission. It clearly states the campaign goal, connects the donation request to a tangible impact, and makes it easy for the reader to take action. The message is focused, urgent, and donor-centered — key elements that build trust and inspire giving.

Final Thoughts

Understanding how to ask for donations can change how you build relationships and invite people into your cause. By understanding your audience, crafting heartfelt messages, and making giving easy, you lay the groundwork for long-term support.

These strategies, backed by storytelling and transparency, can inspire generosity and grow your impact. With the right tools and a clear, values-driven message, you’re ready to create donation requests that truly make a difference.

Start raising more for your cause with GiveWP. Create donation forms in minutes, launch campaign-based fundraising, and easily manage your donors and recurring gifts. Schedule a Demo →

Frequently Asked Questions

What’s the best time to ask for donations?

End-of-year giving, Giving Tuesday, and moments of organizational urgency are the best times to ask for donations. However, anytime you have a compelling story and clear purpose is a good time for a donation request.

Should I suggest a donation amount?

Yes, because people are more likely to give when they have specific donation options. Highlight the most popular donation option to increase chances of donors selecting it. To really boost your chances of reaching a specific donation goal, you can highlight the amount above your preference. Donors are most likely to select one amount lower, meaning they’ll still land on your original goal.

How do I follow up after an initial ask?

Send a reminder within a week of your donation request. Share progress or stories that reinforce the importance of their gift, and use personalization when possible.

How many times should I ask?

Most donors need 3–5 interactions before they give. Don’t be afraid to follow up via different channels to maximize the chance of securing a donation.