How to ask for donations for your nonprofit: a step-by-step guide to fundraising success

Fundraising is the lifeblood of every nonprofit organization, transforming goodwill into tangible change. At its core, successful fundraising hinges on donor engagement — a relationship where supporters feel connected to your mission and confident their contributions make a difference. A well-crafted fundraising strategy does more than secure monetary donations; it builds bridges with potential donors, nurtures existing donors and creates a sustainable pipeline of support.

In this guide, we’ll explore how to craft donation requests that resonate, design donation pages that convert and host fundraising events that inspire generosity. You’ll also learn strategies to cultivate recurring donors — the backbone of long-term impact. And because seamless donation processing is critical to fundraising success, we’ll highlight how Sekure Payment Expert’s solutions streamline transactions, letting you focus on what matters most: your mission.

Phase 1: Planning a winning fundraising strategy

Understanding what motivates donors to give

Behind every charitable donation lies a story. People give to nonprofit organizations not just out of obligation, but because they see their values reflected in your work. The psychology of giving is rooted in four key motivators:

1. Personal connection drives many supporters. A breast cancer survivor might donate to a health-focused nonprofit, while a teacher might support literacy programs. Your donors will likely seek alignment between their experiences and your cause.

2. Social proof amplifies this connection. When prospective donors see others contributing — whether through peer-to-peer campaigns or public donor lists — they’re more likely to join in. Phrases like “Join 1,000 donors who’ve already made an impact” tap into this collective momentum.

3. Urgency compels action. Deadlines, such as year-end matching campaigns or disaster relief appeals, create a sense of immediacy. For example, “Your gift today will be matched, doubling meals for families in need” can help drive donations.

4. Transparency cements trust. Donors want clarity on how their monetary donation creates change. Impact statements like “$100 provides school supplies for 10 students” turn abstract numbers into relatable outcomes.

To harness these motivators, pair emotional storytelling with data-driven donor impact statements. Share a video testimonial from a scholarship recipient or send a mid-campaign update showing how funds are being used. By blending heart and facts, you transform passive supporters into passionate advocates.

Choosing the right fundraising approach for your nonprofit

The most effective fundraising strategy aligns with your mission, audience and capacity. Let’s explore five proven models:

1. Direct donation requests — whether through fundraising letters, emails or social media — are ideal for campaigns with clear, immediate goals. A homeless shelter might email existing donors during a winter crisis, pairing a heartfelt story with a prominent donation form link.

2. Fundraising campaigns and events, like galas or virtual walkathons, foster community while raising funds. A wildlife conservation group could host a silent auction featuring artwork inspired by rescued animals, creating an immersive experience that deepens donor engagement.

3. Recurring donation programs provide stability for long-term initiatives. Consider a mentorship nonprofit offering a “$30/month sustains a child’s after-school program” tier. Automated billing, managed through tools like Sekure’s payment solutions, simplifies the process for both your team and recurring donors.

4. Corporate partnerships unlock resources and credibility. Approach businesses with aligned values — a sportswear brand might sponsor a youth fitness nonprofit — and highlight mutual benefits: positive PR for the company, and expanded reach for your fundraising efforts.

5. Peer-to-peer campaigns turn supporters into ambassadors. Equip volunteers with shareable social media kits to fundraise on your behalf. Supporters sharing personal stories alongside their donation page links can provide a lot of visibility.

By tailoring your approach, you meet donors where they are — whether they’re scrolling Instagram or attending a gala — and turn moments of interest into lasting support.

Phase 2: Executing a successful fundraising campaign

Crafting a compelling donation request that gets results

An effective donation request is more than a plea for support — it’s a strategic narrative that aligns your mission with a donor’s values. Whether you’re drafting a fundraising letter, email or social media post, follow this step-by-step framework to inspire action:

Personalized greeting:

Address prospective donors by name and reference their past involvement. For example, “Dear Alex, as a longtime advocate for clean water access, your support has already transformed lives…” This tailored approach shows you value their role in your nonprofit’s journey and strengthens donor engagement.

Emotional hook:

Lead with a story that resonates emotionally. For instance, “When Maria joined our literacy program, she struggled to read. Today, she’s tutoring younger students.” Pair this with visuals in donation request letters — photos of beneficiaries or short video testimonials — to deepen connections.

Clear impact statement:

Specify how donations online will be used. “Your $75 donation provides a week of meals for a family.” Transparency transforms abstract asks into tangible outcomes, a hallmark of successful fundraising.

Specific donation ask:

Suggest donation amounts tied to impact. Example tiers:

• $50: Funds art supplies for 10 students
• $150: Sponsors a mentorship session
• $300: Covers a month of groceries for a family

Strong call to action:

Embed a prominent donation form link and emphasize ease: “Click here to give securely in under two minutes.” For social media appeals, use platform-specific tools like Instagram’s “Donate” sticker.

Urgency and follow-up:

Add urgency with deadlines: “Your gift doubles if you donate by Friday!” Follow up with a reminder email or text, emphasizing the remaining fundraising goal or matching opportunities.

Where to make your donation appeals (and which channels work best)

Selecting the right platforms for your fundraising appeal ensures your message resonates with potential donors where they’re most engaged. Each channel offers unique advantages, and tailoring your approach can amplify your fundraising success.

Email fundraising campaigns 

Email remains a cornerstone of nonprofit fundraising, particularly for nurturing existing donors and delivering segmented outreach. Craft subject lines that spark curiosity, like “How you changed Luis’s life this month,” and pair them with personalized stories that align with the donor’s history. 

For instance, if a supporter previously funded educational programs, highlight a student’s progress in your donation request letter. A/B testing different versions of your emails can refine messaging over time, while embedding a prominent “Donate Now” button linked to your donation page streamlines the donation process.

Social media donation appeals 

Social media excels at reaching younger individual donors and leveraging viral potential. Platforms like Instagram and TikTok thrive on visual storytelling; share Reels of beneficiaries achieving milestones or short clips of volunteers in action. LinkedIn, on the other hand, is ideal for highlighting corporate partnerships or sharing impact reports that appeal to socially conscious professionals. During fundraising events, pin posts with direct links to your donation form to capitalize on real-time engagement.

Physical letters

For major donors and legacy giving, fundraising letters and direct mail offer a tangible, personal touch. Hand-sign each letter and include a pre-addressed envelope to simplify check donations. Pair your appeal with a sample donation request letter that outlines impact tiers, such as “$500 sponsors a month of mentorship.” This approach not only clarifies the donation amount needed but also reinforces transparency, a key driver of donor engagement.

Asking in person

In-person donation requests shine at events like galas, community gatherings or one-on-one meetings. Equip your team with concise, compelling pitches — for example, “Your support funds 10 scholarships annually” — and use tablets to direct donors to your donation page for instant giving. Face-to-face interactions build trust and allow you to address questions about your fundraising goals or donation campaigns in real time.

Call or text

When urgency is critical, phone calls and text campaigns provide a high-touch, personalized approach. Use scripts that emphasize immediacy, such as “We’re $2,000 short of our goal — can you help us cross the finish line?” Texts should link directly to mobile-friendly donation forms, ensuring a frictionless experience. These methods are particularly effective for re-engaging lapsed donors or rallying support during time-sensitive fundraising efforts.

By aligning your donation appeals with the strengths of each channel, you create a cohesive, multi-touchpoint approach that meets donors where they are — and turns their goodwill into actionable support.

Pro tip: Track donor engagement across channels using fundraising software. These tools reveal which platforms drive the most online donations, helping you allocate resources strategically. For instance, if LinkedIn generates more generous donations from corporate partners, double down on professional networks in your next fundraising strategy.

Optimizing your online donation page

Your donation page is the final step in the donor activation process — and the most critical. A cluttered or confusing page can derail even the most compelling fundraising campaign. Here’s how to design a high-converting page:

• Simple, mobile-friendly design: 57% of all nonprofit web traffic comes from mobile devices. Ensure your page loads quickly, autofills fields and displays cleanly on all screens.
• Clear CTA + suggested donation amounts: Place the “Donate Now” button above the fold. Pre-set donation amounts ($50, $100, $250) with impact labels like “$100 = 10 vaccine doses” simplify decision-making.
• Secure, frictionless donation process: Highlight security badges (e.g., PCI compliance) and offer multiple payment options (credit cards, digital wallets). Sekure’s payment solutions ensure transactions are encrypted and seamless, reducing drop-off rates.
• Prominent recurring donation option: Feature a checkbox for recurring donations with a persuasive prompt: “Make your impact last longer with a monthly gift.”
• Trust signals: Include testimonials, commitments (“95% of donations go directly to programs”) and links to financial reports. Add logos of recognized partners or certifications to boost credibility.

Phase 3: Building lasting donor relationships

Putting it all together: Running fundraising events that attract generous donors

Fundraising events are more than revenue generators — they’re opportunities to build community, deepen donor engagement and showcase your nonprofit organization’s impact in real time. Whether you’re hosting an intimate donor appreciation night or a large-scale gala, events create memorable experiences that turn existing donors into advocates and attract potential donors eager to join your cause.

Here’s a step-by-step checklist for your next fundraiser:

1. Choose the right event type

Options include:

• Galas: Perfect for celebrating major milestones or honoring long-term supporters. Pair with silent auctions featuring unique items like travel packages or celebrity meet-and-greets.
• Virtual fundraisers: Ideal for reaching global audiences. Host live Q&A sessions with beneficiaries or behind-the-scenes tours of your programs.
• Silent auctions: Leverage donated goods or services, from local restaurant vouchers to exclusive artwork.
• Donor appreciation nights: Reward loyal supporters with exclusive updates, like a keynote from a program graduate or a preview of upcoming initiatives.

2. Promote strategically across channels

Deliver your message across the different channels we discussed:

• Email campaigns: Send personalized invites to existing donors with early-bird pricing or VIP perks.
• Social media: Tease the event with Instagram Stories showcasing auction items or TikTok clips of beneficiaries sharing their stories.
• Partnerships: Collaborate with local businesses or influencers to co-promote the event. A bakery might donate desserts for a gala, while a social media influencer could host a live donation drive.

3. Offer multiple ways to give

There are plenty of ways to encourage donor engagement, such as:

• Ticket sales: Tiered pricing (e.g., $100 for general admission, $500 for VIP) can accommodate different budgets.
• Live donation drives: Use real-time thermometers to track progress toward your fundraising goal during the event.
• Silent auctions: Display items on mobile bidding platforms like GiveSmart, allowing guests to bid from their phones.
• Text-to-donate: Simplify giving with a keyword (e.g., text “HOPE” to 12345) linked to your donation form.

4. Follow up

Finally, leave donors with a sense of purpose — show them that their donation meant something through:

• Thank-you messages: Send personalized emails within 24 hours, highlighting the event’s impact. Include a photo gallery or video recap to reignite excitement.
• Donor updates: Share how funds were used — e.g., “Thanks to your generosity, we’ve built three new classrooms!”
• Surveys: Gather feedback to refine future events. Ask questions like, “What part of the evening inspired you most?”

Using data to drive fundraising success

Data analytics also reveal trends that refine your fundraising strategy. By analyzing which campaigns drive the most online donations or which demographics prefer recurring donations, you can allocate resources more effectively. A/B testing email subject lines or donation form layouts further optimizes conversion rates.

Sekure’s payment solutions integrate seamlessly with these tools, offering secure, PCI-compliant donation processing that safeguards sensitive information. Our platform simplifies tracking and reporting, automatically syncing transactions with your CRM to provide real-time insights into fundraising success. Whether you’re managing donation campaigns or reconciling year-end reports, Sekure ensures accuracy and efficiency at every step.

By marrying data-driven insights with heartfelt engagement, your nonprofit can cultivate a loyal donor base that grows alongside your mission.

Turning one-time donors into recurring donors

Recurring donors are the lifeblood of sustainable nonprofit fundraising, providing predictable revenue that fuels long-term impact. Unlike one-time gifts, monthly or quarterly donations create a steady financial foundation, allowing your organization to plan ahead and expand programs with confidence.

To build an effective recurring donation program, start by making it effortless for supporters to opt into ongoing giving. Embed a clear, prominent option on your donation page — such as “Make your impact last longer with a monthly gift” — and pair it with impact-based tiers (e.g., “$25/month feeds a child for a year”). Simplify the sign-up process with autofill forms and multiple payment options, from credit cards to digital wallets.

Converting first-time donors also requires thoughtful follow-up. After their initial gift, send a personalized email highlighting the benefits of recurring support: “Your one-time donation provided 10 meals. Imagine what 10 meals every month could do!” Share stories of sustained impact, like a scholarship student’s year-long progress, to illustrate how recurring contributions create lasting change.

Automation is key to scaling these efforts. Platforms like Sekure streamline recurring donation management with features like automated invoicing, failed payment alerts and easy updates to payment methods. This reduces administrative burdens, letting your team focus on deepening donor engagement rather than chasing paperwork.

Sekure Payments: Take your nonprofit to the next level

Fundraising success isn’t just about asking for donations — it’s about building relationships, telling impactful stories and creating seamless experiences that inspire generosity. By understanding donor psychology, leveraging multi-channel appeals and nurturing recurring donors, your nonprofit can transform goodwill into sustainable impact.

With Sekure’s nonprofit payment solutions, you can streamline donation processing, automate recurring donations and ensure secure, PCI-compliant transactions. Let us handle the logistics so you can focus on what you do best — changing lives.
Ready to elevate your fundraising? Get in touch today to see how Sekure’s payment solutions turn every donation into a stepping stone toward your mission’s success.