How to Build Confidence in Fundraising

I often hear from Cultivate trainees that they lack confidence when it comes to fundraising.

Many community leaders feel uncomfortable asking for financial support. Others have tried fundraising before but did not see the results they hoped for. Over time, they begin to believe, “Maybe fundraising just isn’t something I can do.” 

If that sounds familiar, you are not alone. And here is the important truth:

Confidence is important in fundraising.

Yes, fundraising is a skill. There are best practices, helpful tools, and strategies you can learn.

But confidence comes first. 

Confidence is the foundation of becoming a successful fundraiser. When you believe you can learn, you are more likely to practice, improve, and keep going even when fundraising feels difficult.

Here are three practical ways to begin building your confidence.

Observe how others fundraise.

One way to build fundraising confidence is to watch how other organizations communicate when they ask for support. You can learn from other charitable organizations in your community or online.

Here is a practical way to do this:

• Sign up for email newsletters from a few organizations you respect and take note of what their emails usually say.

• Follow a few organizations on social media and pay attention to their fundraising posts.

As you observe, ask yourself:

• How do they explain what the donation will accomplish?

• How do they keep the message clear and simple?

• Where do they place the ask, and what exact words do they use?

• What makes you want to give (or not give)?

You do not need to copy everything they do. Instead, notice the communication habits that help people understand why the work matters and how they can help.

A note about being “pushy”.

You do not need to copy everything they do. Instead, notice the communication skills that help people understand why something matters. Many community leaders worry that asking for donations will make them seem selfish or pushy.

In reality, the opposite is often true. Many organizations explain their work very well but never make a direct invitation to give. Potential donors may appreciate the work, but they may not realize they are being invited to help.

Especially in many American and Western fundraising cultures, people often expect a clear invitation to give. If you never ask directly, many people simply will not donate.

Being pushy is different. Being pushy means ignoring another person’s wishes, making them uncomfortable, or continuing to pressure them after they have clearly said no. Ethical fundraising is respectful. It gives people the opportunity to participate while honoring whatever decision they make.

Helpful habits to learn.

People who communicate successfully about their products or services often:

• Speak clearly and simply.
• Practice what they want to say until it sounds natural.
• Follow up respectfully.
• Do not take “no” personally.

Learn the difference between soft asks and hard asks.

One word you will hear often in fundraising is the ask. An ask is simply the moment when you clearly invite someone to support your work financially, such as “Will you make a donation today?”

Many community leaders explain their organization very well but never actually ask for a donation. Learning to make a clear ask is one of the most important fundraising skills you can develop.

There are two common kinds of asks.

Soft Asks

A soft ask shares information about your work and gives people an easy opportunity to donate. It is indirect and usually reaches many people at once.

Examples include:

• A newsletter with a donation button.
• A social media story about your impact that ends with an invitation to give.
• A fundraising event where guests are invited to make a donation.
• A donation page on your website.

People may see several soft asks from your organization during the same month, and that is usually appropriate.

Hard Asks

A hard ask is a direct, personal invitation to give. It usually happens during a conversation with one person or one family.

Examples include:

• A meeting where you explain your work and ask someone to donate at the end of the meeting.
• A phone call where you invite someone to financially support a specific project.
• A personal WhatsApp, Facebook, LinkedIn, email, or text message asking someone to make a donation.

Because a hard ask is more personal, you usually make these requests less often. If someone says no, you may wait several months before making another similar request, unless they invite you to follow up sooner. Remember, hearing “no” sometimes is a normal part of fundraising. It does not mean you have failed, so don’t take it personally.

What does “don’t take no personally” mean?

A person may say no for many reasons. They may not have enough money. They may already support another organization. It may simply be the wrong time.

A “no” is usually not a judgment about your value or the importance of your work. It is simply one person’s decision at one point in time. Though it may be difficult for you to not be hurt, ashamed, or disappointed at being told no, it is important to remind yourself that it is not a judgement of you, or your capabilities.

When you are told “no”, remember:

• Don’t believe it is a judgement about you or your organization’s work.
• Review how you asked and see if you can improve next time.

Following up respectfully.

If someone says no, you should always respect that decision.At the same time, in many American and Western fundraising cultures, people often expect organizations to stay in touch over time. Someone who says no today may appreciate hearing from you again in a few months after they have learned more about your work or their circumstances have changed.

This does not mean asking repeatedly or making someone feel uncomfortable. It means maintaining a respectful relationship and following up when it is appropriate.

Practice making a fundraising pitch.

Many community leaders feel comfortable explaining their work but become uncomfortable when it is time to ask for financial support.

Especially in many American and Western fundraising cultures, if you never clearly ask, potential donors may assume you are simply sharing information rather than inviting them to participate.

A short explanation of your organization is often called a fundraising pitch. A fundraising pitch is simply a brief explanation that helps someone understand:What your organization doesWhy it mattersHow their donation can make a differenceEnding with a hard ask

Here are a few examples you can adapt to your own work when making fundraising phone calls, during in-person or online meetings, at fundraising events, or when sending direct messages to potential donors:

Example 1
“I’m raising support for (project name). Would you be interested in hearing about it?” Then briefly explain:

• The need/problem
• What your organization is doing to address this need/problem by using your assets and opportunities.
• How donations will help

Then ask: “Would you be willing to make a donation today to help us (specific outcome)?”

Example 2

“Our organization is working to (one-sentence mission). May I tell you a little more about our work?”

• Briefly explain your community's needs.
• Briefly explain your work/the program.
• Briefly explain the potential impact of the donation.

Then ask: “Will you donate this week to help us (specific outcome)?”

Example 3

“I’m reaching out because we have a clear plan to (what your organization will do), and we are looking for partners who would like to help.”

• Briefly explain your work.
• Explain what kind of financial partners you need.

Then ask: “Would you be willing to contribute $___ toward this project?”

Your Next Step

• Write three or four sentences that explain your organization or one of your programs.
• Add one clear fundraising hard ask at the end. For example: “Would you be willing to make a donation today to help us (specific outcome)?”
• Practice saying your message aloud at least 10 times until it feels natural.
• Practice with one other person, such as a family member, friend, colleague, or trusted community member. Ask them, “How could I explain this more clearly?”
• If you would like feedback, email us your fundraising message. We'd be happy to share suggestions that may help strengthen it.

Do you need more help?

If you want more support, our Empowerment Program includes fundraising training, practical tools, and coaching.