How to Get Donations Without Directly Asking for Money

For nonprofits, getting donations shouldn’t be about asking for cash

​Asking people for money, whether they’re friends or strangers, can be incredibly daunting. It’s intimidating to ask people to hand over their hard earned dough for your cause. The less painful, more effective way to collect donations is by indirectly asking for contributions. The heart of fundraising is to help others connect a passion or memory with a cause. It’s about making your cause theirs. Here’s how you can lead them there:

Tell your story

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​What’s your charity’s story? What’s your “why”? Most people tend to think with their emotions and relate to personal stories and experiences. Use an emotional hook to pull people into sharing your passion for the cause. Use your story and your nonprofit’s purpose to connect with potential donors on a deeper level.

Ask for advice

Simply put, people want to be heard. When you make someone feel valued, you open the door for them to speak more comfortably. Ask potential donors for advice on money raising techniques. Get their opinion on whether or not a certain marketing strategy would excite potential donors. And once you ask for advice, make sure to listen to their answer. Seek out a passion or pain point that connects them with your charity. You may even bring them to the conclusion to donate all on their own.

Engage on social media

Use social media to share your story as opposed to your fundraising goal. Social media is a necessary tool to raise awareness; use relevant and timely stories as well as personal testimonials from the organization to show people what donations can do. Leverage your social channels to thank those who have already donated. Utilize your internal network to share these posts with your team to extend your reach even further. If you can raise awareness, you can raise donations without having to even ask.

Make it easy and personal

Giving is a personal act. Make sure your donors feel a connection to the organization and a need to make an impact. Utilize email marketing to build a connection and tell a story over a period of time. Rather than adding a blunt “donation” button on your email, ask recipients to learn more on your donation page. That way, they’ll be lead through the sales funnel all on their own. 

Asking for donations can seem a lot less overwhelming when you view contributing as more of a privilege. You’re not asking – you’re inviting people to take action and participate. You’re selling significance and purpose. Lead them through constant communications to tell your story. Lead them with memberplanet! 

We have all the tools your nonprofit needs to expand reach and manage your donations in one spot. See what our other nonprofit customers are saying about how memberplanet aids and improves their communications.

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About Rachael Beck

Rachael is our go-to gal for all things Greek life. As a national account manager, she helps leaders reach their fundraising goals. Her favorite part of the job is expanding organizations’ online reach as well as the connections she makes along the way. On weekends, she loves a Malibu getaway or hitting the gym.

Originally published: 10/16/2016