If you feel uncomfortable asking people for money, you’re not alone. Most board members feel this way at first. The good news? Fundraising isn’t really about asking for money—it’s about inviting people to be part of something meaningful. When you serve on a nonprofit board, you’ve already said yes to a cause you believe in. Fundraising is simply helping others do the same.
Remember, the worst that can happen is someone says no. The best that can happen is you change lives—both for those your organization serves and for the donors who get to be part of that change.
Reframe Your Mindset
Instead of thinking: “I’m bothering people and asking them for money.”
Try thinking: “I’m offering people an opportunity to make a difference in something I care deeply about.”
People give because they want to contribute to causes that matter. You’re not taking something from them—you’re giving them a chance to align their values with action. Most people appreciate being invited into work that creates positive change.
Start With What Feels Comfortable
You don’t have to jump straight into face-to-face asks. Build your confidence gradually by starting with some low-pressure activities and building your comfort level as you go.
Low comfort level:
- Share your organization’s social media posts with a personal note about why you’re involved
- Forward the newsletter to your contacts with a sentence like, “I’m on the board of this organization and thought you’d find their work interesting”
- Invite friends to attend an event (not as donors, just as guests to learn more)
- Thank existing donors on behalf of the board
Medium comfort level:
- Host a small gathering at your home where the executive director shares the organization’s story
- Write a personal letter explaining why you joined the board and include a donation link
- Make phone calls to lapsed donors to reconnect them with the mission
Higher comfort level:
- Schedule one-on-one coffee meetings to share the organization’s vision and invite support
- Make a direct ask to someone you know who has capacity and interest in your cause
Practical Steps for Making the Ask
1. Start with yourself
Make your own gift first, at whatever level is meaningful for you. When you can say “I’ve committed $X because…” it demonstrates your personal investment and makes the conversation authentic.
2. Make a list (it’s easier than you think)
Write down everyone in your network. Include:
- Family and close friends
- Colleagues and former colleagues
- People from your faith community, gym, or social groups
- Professional contacts
- Social media connections
- People who have supported other causes you’ve mentioned
You’re not committing to asking all of them—you’re just seeing who’s there.
3. Segment your list thoughtfully
Not everyone gets the same approach:
- Tier 1: People closest to you who will want to support you regardless of the cause
- Tier 2: People who have shown interest in similar issues
- Tier 3: People who have capacity to give and might be interested with the right introduction
4. Personalize your approach
- Mention a specific conversation you’ve had
- Connect the cause to something you know they care about
- Share a personal story about why you’re involved
- Be specific about what their gift would accomplish
5. Use a simple three-part structure
- Your connection: “I wanted to reach out because I recently joined the board of [Organization]. I’ve been passionate about [issue] since [personal connection], and this organization is doing remarkable work in this area.”
- The impact: “Last year alone, they [specific accomplishment]. Right now, they’re working to [specific goal], and I’ve seen firsthand how much of a difference this makes.”
- The invitation: “I’m reaching out to friends and family who I thought might want to join me in supporting this work. Would you be open to making a gift of [specific amount or range]? Any amount helps, but if you could contribute [amount], it would [specific impact].”
6. Make it easy to say yes
- Provide a direct link to the donation page
- Offer to answer questions
- Suggest a specific amount (people often appreciate guidance)
- Give a deadline if there’s a matching gift or campaign
What to Say When You’re Nervous
Use these opening lines:
- “I don’t usually do this, but I care so much about this organization that I had to reach out…”
- “I joined this board because [reason], and I’m hoping to bring some friends along on this journey…”
- “I’m learning to be a better fundraiser, and I’m starting with people I trust. Would you be willing to hear about what we’re doing?”
Being genuine about your discomfort can actually make you more relatable and authentic.
Handling Common Responses
- “I need to think about it” Response: “Of course! Can I follow up with you next week? Is there any information I can send you in the meantime?”
- “Now isn’t a good time financially” Response: “I completely understand. Would you be open to a smaller amount, or could I reach back out in a few months? I’d also love for you to stay connected to our work—can I add you to our newsletter?”
- “Why should I give to your organization instead of [other organization]?” Response: “That’s a great organization too! What makes us unique is [specific differentiator]. But honestly, the most important thing is that you’re giving to causes you believe in. Would you like to learn more about what we do differently?”
- Silence/No response This is normal and not personal. Follow up once, then move on gracefully.
Remember These Truths
- Most people want to give: Americans donate over $500 billion to charity annually. People are looking for worthy causes.
- You’re the best messenger: People give to people they know and trust. Your personal connection is your organization’s greatest asset.
- No doesn’t mean never: Someone who says no today might say yes next year. Keep them connected to the mission.
- Every gift matters: Whether someone gives $25 or $2,500, they’re now invested in your cause and may deepen that investment over time.
- It gets easier: Like any skill, fundraising becomes more comfortable with practice. Your tenth ask will feel much easier than your first.
Set Realistic Goals
Don’t pressure yourself to raise $100,000 in your first year. Instead:
- Commit to making 10 personal contacts about the organization this quarter
- Aim to secure 5 new donors from your network this year
- Bring 3 new people to an event
- Celebrate every gift, regardless of size
Small, consistent efforts compound into major impact over time.
Get Support
You don’t have to do this alone:
- Ask your executive director or development staff for talking points, case studies, and materials
- Practice your ask with another board member first
- Request peer-to-peer fundraising training
- Pair up with another board member for joint asks
- Debrief after asks to learn what worked and what didn’t
The Bottom Line
Fundraising is an act of leadership and generosity. By inviting others into the work you believe in, you’re expanding the circle of people who can experience the joy of making a difference. Every person you talk to becomes more aware of the issue your organization addresses. Every conversation plants a seed. And every gift—including the ask itself—is an act of hope.
You joined this board because you believe in the mission. Trust that belief, share your story, and invite others in. That’s all fundraising really is.
