How to Get Donations for Your Cause: 7 Best Practices

Securing donations for your cause takes more than just a compelling appeal. Your nonprofit needs to build a strong foundation of data-driven personalized communications before the ask is ever made. Whether a prospective donor discovers your mission through an AI-generated search summary or clicks through a personalized email, your messaging and the digital experience determine whether they make a gift or click away. 

Drive sustainable revenue by approaching fundraising as an interconnected ecosystem rather than a series of isolated campaigns. This means taking steps like prioritizing clean data management, optimizing your core landing pages, and launching automated, behavior-driven communications. In this guide, we’ll walk through these strategies and more to help you attract high-intent supporters:

• 7 Ways to Get Donations for Your Fundraiser
• Tips to Strengthen Your Fundraising Ask
• Asking for Donations FAQ
• How AGP Can Scale Your Fundraising

7 Ways to Get Donations For Your Fundraiser

1. Start with clean, comprehensive data.

Understanding who your donors are, their giving history, and their preferences can help you launch targeted campaigns and appeals that are more likely to result in a donation. To gain a clear picture of donor behaviors, prioritize data management best practices like:

• Consolidating all donor data onto a single platform (this may require integrating disparate systems with your CRM).
• Maintaining data hygiene to keep data clean, in standardized formats, and free of duplicate or outdated records.
• Translating donor data into consistent structures that align with your workflows and unique business rules.

From here, your organization can effectively segment donors and leverage engagement scoring or custom models to develop more targeted messaging. If you’re feeling stuck or overwhelmed, an agency offering data management services can help you organize and structure your database to provide reliable reporting, revenue attribution, and segmentation.

2. Optimize core landing pages.

Driving traffic to your website is only half the battle. If your site is difficult to navigate, potential donors will leave before donating. 

No matter which page you are optimizing, it should load quickly and be mobile-responsive to accommodate smartphone traffic. Prioritize digital accessibility by adhering to WCAG standards so supporters of all abilities can interact with your site. Additionally, use clear headings and bullet points instead of long paragraphs to make the text scannable, and feature clear CTAs that guide the user toward conversion.  

To maximize revenue, start off by focusing on core pages like:

• The donation page. This page should be smooth and streamlined so more donors complete the giving process, while still making a clear case for giving before they reach the form. On your primary donation page, include strong, standalone impact messaging. For campaign-specific forms tied to an email or paid ad push, echo the campaign’s themes so the experience feels consistent across channels. Remove unnecessary fields, use mobile-friendly layouts, accept convenient payment options, and promote recurring giving to make it easy for one-time donors to upgrade. 
• Program and impact pages. These pages must quickly answer the question of why a donor should care. Be sure to include concrete impact metrics, authentic beneficiary stories, and a prominent “Donate” button. 
• Your “About Us” page. Donors look for trust signals before making a financial commitment. Optimize this page by prominently displaying clear financials, leadership information, and third-party validation (like a GuideStar seal) to establish credibility.

3. Get your content cited by AI search engines.

Search engine optimization looks different in the AI era. Search engines and their users are increasingly relying on AI tools to provide direct answers to their queries, sourced from useful, authoritative content. But even as these tools evolve, the underlying goal still hasn’t changed: content still needs to be topical and genuinely answer the user’s question. AEO and GEO are simply new mechanisms for surfacing this value.

This shift in strategy means prioritizing the smaller number of high-intent visitors you gain from AI tool citations over chasing the #1 ranking and high-volume traffic of the past. These changes also come with new terms:

• Answer engine optimization (AEO) involves creating content that is likely to be cited in snippets and AI Overviews.
• Generative engine optimization (GEO) refers to content being cited in an answer generated by an AI platform like ChatGPT or Claude.

There are also different rules for optimizing content for AI models. In general, avoid using vague or uninformative hero text, generic CTAs, and claims or impact statements that don’t include concrete metrics. Instead, following best practices like:

• Using plain, clear language over vague, fluffy phrases.
• Featuring specific data, unique perspectives or expertise, and concrete numbers to foster trust and credibility.
• Structuring the page with clear, descriptive H1s and subheadings.
• Providing immediate context about the page in the first one to two paragraphs.
• Implementing schema markup.

4. Show supporters where donations go.

Supporters are more likely to increase the value of their gifts if there’s a clear description of how those donations will be used. For example, let’s say a large environmental conservation organization decides to list suggested donation amounts on its donation form. To boost trust and encourage larger gifts, they might also feature a description of what each donation could provide:

• $50 – can purchase supplies for a community clean-up event for 20 volunteers
• $150 – funds the monitoring of a wildlife habitat for one month, including trail camera costs and data analysis
• $300 – supports the implementation and maintenance of a native plant habitat

Providing a breakdown of various donation tiers and how each level supports different aspects of your organization can help spur gift-giving. The more detailed and concrete these descriptions are, the more likely people are to increase their donations.

5. Craft automated, behavior-driven email journeys.

Email is a reliable, cost-effective channel for securing donations, but you need to take a personalized approach to build long-term relationships with your supporters. 

Building lifecycle-based, automated email campaigns allows you to deliver relevant messages based on the supporter’s specific behaviors. And because the process is automated, these campaigns can make a big impact on donor relationships and fundraising revenue without burning out your staff. 

For example, here are a few automated email journeys your organization could implement:

• A welcome series. When a first-time donor joins your list, send an automated sequence that introduces your mission, shares a compelling success story, connects them with other opportunities to get involved, and expresses gratitude. 
• Milestone celebrations. Setting up triggered emails to celebrate donors’ one-year giving anniversary or to acknowledge when they hit a specific lifetime giving threshold can make them feel like valued partners. A simple “Thank you for being with us for a year!” message goes a long way in building loyalty. 
• Reactivation campaigns for lapsed donors. It is often more cost-effective to win back a past donor than to acquire a new one. Create an automated sequence that identifies supporters who haven’t given in the last 12 to 18 months, sending messages that remind them of the specific impact they made in the past and gently inviting them to renew their support. 

6. Build a dedicated sustainer program.

While nonprofit organizations should always actively recruit new supporters, you need to maintain a healthy balance between acquisition and retention. To make the most of your resources and fundraising efforts, promote recurring giving.

Sustained or recurring giving is a huge boon for nonprofit organizations. Because supporters have committed to making a set number of donations throughout the year, you’ll have a reliable stream of funding available. With a robust recurring giving program, you’ll grow both your funding and relationships with donors.

Some of the key benefits of sustainer programs are that:

• Contributions are automated. Typically, you’ll charge a saved credit card at set intervals so you receive a steady flow of donations during that period of time.
• Sustainer programs make giving simple and convenient. Engaged donors can contribute to your cause without having to write out a check or remember to make a digital payment every few months.
• They are easy to promote. If you already have a sustainer program in place, don’t forget to highlight it in your newsletters, emails, and other communications. Donors may not realize that the option is available to them, and a friendly reminder can pay off.

Just because these donations are automated doesn’t mean your organization should fall behind on follow-up communications and expressions of gratitude. Continue engaging with sustainer donors, thank them for their contributions, and show them how their support is making a difference.

7. Focus on mid-level donors.

Your mid-level donors are those who give and participate more than the average donor but don’t provide major gifts. These donors have made multiple donations, donated regularly throughout the year, and engaged in other ways (e.g., volunteering or attending events). The exact amount mid-level donors give will vary by nonprofit, but benchmark metrics range from $1,000 to $10,000 annually.

Mid-level donors are an often overlooked group, but they offer consistent, loyal support. Some advantages of focusing on mid-level supporters include:

• High retention rates: This segment of donors typically has a stronger connection to your cause and organization than a newer, one-time donor would, as demonstrated by repeated contributions and engagement.
• The ability to recruit from existing donors: Mid-level donors come from your existing pool of supporters. This pre-existing connection makes it easier for your nonprofit to solicit additional contributions, build trust, and deepen the relationship.
• Fast return on investment: This donor segment can be more responsive to targeted campaigns and personalized appeals, offering your organization a higher return for less effort.
• Increased giving potential: Mid-level donors often have greater financial capacity and a greater willingness to give, opening the door to larger gifts in the future. Because they are so passionate about your cause, they may also be more likely to participate in planned giving.

Tips to Strengthen Your Fundraising Ask

Making the ask is one of the most important, yet intimidating, parts of getting donations to support your cause. However, there are some steps you can take to mitigate stress and make your solicitations more effective:

• Research your donors. Start with supporters who have some history with your organization. They already know about your work and have shown that they are willing to back your cause financially, meaning they’re the most likely audience to donate. Research these donors’ giving history to understand how, when, why, and how much they give, then adapt your ask accordingly to motivate them to take action.
• Tailor the ask amount. The amount you ask a donor for will vary depending on your organization’s size, their giving power, and their willingness to donate to your cause. Learn about a donor’s wealth and affinity for your cause by conducting wealth screenings, which help you gather information about the donor’s net worth, household income, stock and real estate holdings, employer or businesses, and political contributions.
• Leverage storytelling. Storytelling adds personal, authentic, and emotional touches to your fundraising solicitations, highlighting the connection between donors and tangible outcomes. Consider including detailed success stories, short testimonials, and impact metrics in your appeals. 
• Be transparent. Donors want to know they can trust your word about how money will be used. Provide clear financial information, communicate your goals for each campaign, and be honest about any challenges. Additionally, pursue certifications such as GuideStar’s Seal of Transparency, awarded to nonprofits that provide the public with details about their programs, finances, goals, and more. Organizations with a Seal received 53% more contributions, showing that transparency is well worth your time.

How Can Nonprofits Get Donations for a Fundraiser? Top FAQs

Do we need to have 501(c)(3) status before fundraising?

Any individual or organization can fundraise, no matter their tax status. However, 501(c)(3) status makes organizations tax-exempt, meaning they won’t have to pay taxes on fundraising revenue. 501(c)(3) status also makes donations tax-deductible, which can be an important factor in motivating donors to give. To maximize the funds you raise and limit the complexity of future financial processes and tax filings, it might be best to wait until you can secure tax-exempt status.

How can nonprofits overcome objections or hesitation from donors?

Here are some common statements you may hear from hesitant donors and how you can address them:

• “I can’t afford to give right now.” Reinforce that your nonprofit values every gift it receives, and consider demonstrating the cumulative impact of smaller donations. If the supporter truly can’t donate, share non-financial ways to support your cause, like volunteering or spreading awareness online.
• “I’ve already given [X amount].” Step back and evaluate the supporter’s contributions. Based on what you know about them, gauge whether that contribution is at the top of their capacity and affinity range. If not, consider gently nudging them toward another contribution by indicating how urgent your needs are, how their donation would help you, or unforeseen or special circumstances that required you to make another ask (e.g., a natural disaster).
• “My donation is small and won’t make a difference.” First, share the tangible benefits of a small donation—for example, maybe $5 will provide three meals at your community kitchen. Reinforce that your work is built on collective efforts rather than individualism, and every donation you receive strengthens that collective. Share ways supporters can boost the impact of their support, such as by submitting a matching gift request to their employer.
• “I’m unsure about your cause and/or the work you do.” Point the donor to educational materials on your website, such as your About page or landing pages dedicated to specific programs. Have these resources on hand to share when these questions arise.

Remember that some supporters just aren’t able or willing to give, and that’s okay. Recognize when you’ve received a hard “no,” accept it gracefully, and preserve the relationship for the donor so you’re ready for the next campaign.

When should nonprofits ask for donations?

To strategically time your appeals, consider asking for donations:

• During affinity months. There may be an affinity month, such as Black History Month or Women’s History Month, that aligns with your cause. This is a great opportunity to highlight your work and request additional support.
• During or after events. Events energize your supporter base and get them excited about furthering your mission. Express that donating is one of the best ways to do so.
• During Giving Days. Giving Days are 24-hour campaigns designed to raise significant funding in a short period. You can create your own Giving Day or simply ramp up your efforts for Giving Tuesday.
• In response to urgent needs or emergencies. If there is a crisis, disaster, emergency, or other time-sensitive need affecting your beneficiaries, act swiftly to secure donations to provide immediate support. Infuse these appeals with a sense of urgency.

How AGP Can Scale Your Fundraising

Working with an agency that specializes in nonprofit marketing allows organizations to level up their communication strategies (and gives them more time to cultivate one-on-one relationships with supporters).

AGP is an agency that supports nonprofits through fundraising, marketing, and technology. We strive to support your nonprofit by growing its supporter base, increasing fundraising revenue, and boosting donor loyalty. 

We offer an end-to-end suite of services to help you optimize campaigns and increase your impact, including:

• Conducting marketing research and uncovering audience insights, ensuring we can help you design experiences that resonate with supporters and inspire them to take action.
• Building a brand and generating leads, attracting audiences that are passionate about your cause and building a pipeline for long-term support.
• Acquiring new donors and re-engaging lapsed supporters with highly targeted outreach.
• Boosting conversions and donor retention by optimizing conversion journeys and developing tailored stewardship strategies that keep donors engaged.
• Upgrading donors by proactively identifying high-value opportunities and effectively guiding donors toward deeper commitment using personalized strategies.
• Upgrading your strategy with optimized websites, custom platforms, and AI-enabled tools that provide tailored supporter experiences on a large scale.

To learn more about our services, reach out to our team today!

Additional Resources

During economic shifts and downturns in charitable giving, it’s more important than ever to focus on your base of loyal supporters. Using the best practices in this guide, you can invest your time and resources into growing positive relationships with your existing donors to ensure continued support and even encourage upgrades.

If you’re looking for help from nonprofit marketing and fundraising experts, reach out to AGP. To enhance your marketing strategy and fundraising results, explore these additional resources:

• The Most Effective Fundraising Tools You Need to Try. Think it’s time to upgrade your approach to fundraising? Check out this list of the top fundraising tools.
• Digital Donor Acquisition Strategy Best Practices. The world of digital communications can feel overwhelming. Discover how to identify ideal donors and motivate them to support your nonprofit.
• Direct Mail Donor Acquisition Strategies. Want to get more out of your direct mail fundraising campaigns? Learn the best ways to acquire new donors through this channel.