How to Make the Ask: Fundraising Strategies & Tips on Asking for Support
10 Things Social Purpose Organizations Need to Know About Asking
Why does asking for money still feel uncomfortable — even when it’s for something as important as your mission?
For many nonprofit and social purpose leaders, fundraising feels like the hardest part of the job. Whether it’s the fear of rejection, the worry of seeming pushy, or simply not knowing what to say, it’s easy to avoid the ask altogether — and miss out on vital support as a result.
Fundraising strategist and CFRE-certified expert Jessica Neno Cloud helped demystify the fundraising conversation in our 10 Things Series session. Drawing on her two decades of experience in higher education fundraising and nonprofit leadership, she walked us through the emotional and strategic components of “the ask,” and provided clear, practical guidance to help social impact professionals ask with confidence, clarity, and purpose.
Top Takeaways
Mindset matters
One of the biggest barriers to fundraising is internal — it’s the belief that asking for money is “rude” or selfish. Jessica challenged this assumption, reminding us that when done with integrity, fundraising is a deeply generous act. You’re not taking something away; you’re offering someone the chance to invest in something meaningful.
Understand the donor cycle
The ask is only one part of the fundraising journey. Jessica outlined the five stages of the donor cycle: Identification, Qualification, Cultivation, Solicitation (Asking), and Stewardship. When each stage is done well, the ask becomes a natural next step — not a sales pitch out of nowhere.
Scripts and strategies build confidence
Fundraising is a skill, not a talent. Jessica shared simple scripts to make asking feel less daunting, including how to make a soft ask, how to share a vision of impact, and how to invite someone to partner with your organization.
You don’t need a perfect plan
Too often, we hesitate to ask because we think we need every detail figured out. Jessica reminded attendees that donors respond to vision and clarity more than perfection. You can invite people into the journey, even if you’re still figuring it out.
Small actions build fundraising muscles
From affirmations to journaling to role-playing asks with colleagues, Jessica encouraged nonprofit leaders to build their “asking muscle” over time. Fundraising confidence isn’t about eliminating fear — it’s about taking action anyway.
Your Questions, Answered
Q: What if I hate asking for money because it feels awkward or impolite?
That discomfort is rooted in cultural narratives — particularly ones tied to shame, gender, and class. Reframe the ask as a value-aligned invitation, not a transaction. You’re offering someone a chance to live their values through your mission.
Q: What do I do if a donor says no?
First, thank them sincerely. Then stay connected. A “no” today doesn’t mean “no forever.” It could mean “not right now,” or “not in that way.” Steward the relationship with care and respect.
Q: How do you avoid “donor fatigue” if you're making multiple asks per year?
Segment your audience and vary your messaging. Stewardship and storytelling should outnumber direct asks. Focus on building a relationship over time — and when you do ask, be specific about how the gift will make a difference.
Q: What should I do when I feel uncertain about our impact reporting?
Be transparent about your growth areas. Funders don’t expect perfection, but they value honesty. Share your aspirations, the work in progress, and how a gift helps you improve outcomes.
Q: How do I balance being authentic and using scripted language?
Think of scripts as training wheels. Start with a template, then adapt it to your voice. A script can help with nerves — and once you’ve used it a few times, it will feel more natural.
Q: I’m a founder and it feels strange to ask people to support “my” thing. Advice?
You’re not asking for you. You’re asking for the mission. Frame the work as the community’s — not yours alone. Think of yourself as a steward of a larger purpose.
Q: How can I fundraise without staff support or a dedicated development team?
Focus on high-return efforts like one-on-one meetings and personalized follow-ups. Keep it simple: identify your top 10 prospects, learn about them, reach out with a clear ask, and thank them like you mean it.
Q: How do I ask for unrestricted gifts — not just program-specific support?
Speak to the “boring but vital” parts of your mission. Use language like: “Your gift gives us the flexibility to meet emerging needs and sustain this work.” Tie it back to the impact that flexible funding enables.
Recommended Resources
Jessica’s Blog – Real Deal Fundraising — Free articles, templates, and reflections on donor engagement and fundraising strategy.
Book: Successful Fundraising Calls — Jessica’s practical scripting workshop guide for donor conversations.
The Good Growth Company Membership — Get access to this session’s full recording and dozens more via our affordable on-demand membership.
What’s next?
Fundraising isn’t just about raising dollars — it’s about inviting others into a shared vision of impact. In this session, Jessica reminded us that asking is a powerful way to build connection, deepen trust, and lead with purpose.You’re not asking for money — you’re asking because what you’re doing matters. And the more confident you are in your mission, the easier it becomes to extend the invitation.Stay tuned for more sessions in the 10 Things series — and explore the recordings anytime with The Good Growth Company’s Membership.
