Most donors tend to give the same amount each time they contribute. That’s why identifying the right fundraising gift ask in your direct mail or email campaigns is so important. By tailoring your request to match each donor’s previous giving level, you encourage consistency and retention, and make it easy for them to say “yes” again.
But what if your goal is to inspire donors to give more? With the right gift ask strategies built into your fundraising appeals, you can motivate supporters to increase their contributions—helping your organization raise more and grow stronger.
Utilize Personalization & Segmentation
A gift ask should be personalized based on the donors giving history. In addition, segmenting and creating gift asks that are targeted to donors who are active and lapsed allows you motivate them to continue to contribute, and ideally increase their donations over time.
Gift Ask Amounts for Active Donors
When determining gift asks for active donors, always start with their most recent donation as your baseline. From there, build an ask string that encourages steady giving while nudging toward an upgrade.
A proven formula looks like this:
If a donor’s most recent gift was $50, your ask string should include the values of: $50, $75, $100, and $_____Other.
The first amount mirrors their last gift, the second is about 1.5 times greater, and the third is roughly double.
Best Practices for Active Donors
- Always include checkboxes for each option along with a blank “Other” line, so donors can choose their desired gift amount.
- Flexible options such as “Other: $____” or “My Best Gift: $____” gives the donor the option of donating whatever they want or can afford.
- Avoid suggesting a lower amount—like $25—because it may actually prompt the donor to decrease their gift. Nor would you want to ask for $500 from someone who has only ever given $50. That could turn them away.
- Show the suggested amounts in ascending order from low to high. Research indicates that starting with a high amount discourages giving and results in less revenue.
- Recognize seasonal giving patterns. For your year-end appeal, test a gift ask based on what each donor gave the previous year.
Raise More Donations with an Impactful Fundraising Gift Ask that Inspires
Gift Ask Amounts for Lapsed Donors
The gift ask strategy for lapsed donors should be approached differently than for active donors. Many nonprofits see success with a reactivation method that starts by offering a lower ask amount than the donor’s last gift. Unlike current donors—where the goal is to maintain or increase giving—this technique focuses on bringing lapsed donors back into the fold.
For example, a formula looks like this:
If a donor’s last gift was $50, your ask string could be: $25, $50, $75, Other.
In this structure, the first option is half their previous gift, the second matches it, and the third is 1.5 times greater.
While this approach may result in a slightly lower average gift, it significantly increases response rates. The priority with lapsed donors is reactivation, and this method successfully gets them giving again.
Best Practices for Lapsed Donors
- Treat lapsed donors differently than current donors.
- Start with a lower ask amount than their last gift. Example: If the last gift was $50, use an ask string of $25, $50, $75, Other.
- The goal is to acquire higher response rates, even if average gift is smaller.
- Focus on reactivation first—upgrades can come later.
Gift Ask Amounts for Lapsed Donors
Without any giving history, getting someone who has never contributed to your organization can be tricky.
Many organizations use an ask string for prospects such as: $25, $50, $100, Other. These amounts tend to hit a comfortable middle ground. That said, the ideal ask amounts depend on your organization.
A major institution like Carnegie Hall can confidently request higher gifts than a local soup kitchen. To find what resonates best with your audience, always run an A/B test with two or more versions of your ask string.
Best Practices for Prospects
- Start with looking at the average donation of your active donor base.
- Formulate a simple ask string (based on the average donation of your active donors) with 3 amounts such as: $25, $50, $100, Other.
- Adjust amounts based on your organization’s scale (e.g., Carnegie Hall vs. a local soup kitchen).
- Always A/B test at least two versions to see what inspires the best response.
Gift Ask Amounts for a Website Donation Page
Suggested donation levels should align with your goals and donor base.
An example would be: A simple formula is to take your average single gift, multiply it by 1.5 to set your midpoint, then include two lower and two higher options. If your average gift is $30, a suggestion is to use $15, $30, $45, $75, $150.
You can pre-select the midpoint by circling that value in red to guide donors toward that amount. Circling a value in red would be a good test with your active, lapsed, and prospects too.
Incorporate Tests into All Appeals
Testing should always be incorporated into all appeals.
An effective gift ask test could could incorporate 4 dollar amounts instead of 3. Take the last gift amount given by the donor, last gift amount x 1.5, last gift x 2.5, and last gift x 3.5. It would look like this: ___$50, ____$75, ____$125, _____$175 _____Other
Read Testing Strategies that Raise More Donations for more information about formulating tests for your fundraising appeals.
Strengthen Appeals with Written Impact
A story that demonstrates the real-world impact of a donation can spark empathy and inspire greater generosity.
To strengthen your appeals, follow this copywriting format:
- State the problem. Clearly explain why donations are needed right now.
- Offer the solution. Show how the donor’s generous gift directly addresses the problem and makes them a part of the solution.
- Attach a dollar value. Connect specific donation amounts to tangible outcomes so donors know exactly what their contribution will achieve.
Examples are as follows:
- Your $50 gift will help provide kibble to feed hungry pups.
- Your $75 gift will help provide vaccinations to keep pups healthy.
- Your $100 gift will help provide veterinary care for ten newborn pups.
Variable gift asks give donors clear, suggested amounts based on their last contribution—and show exactly how their gift will make an impact. They also remind donors that essentials like food, vaccinations, and veterinary care are consumables with ongoing needs that require continued support.
Avoid vague requests like “Please give whatever you can” or “Please consider increasing your gift.” They lack urgency and clarity. Instead, be specific, compelling, and transparent—so donors understand the real difference their gift can make.
Database companies that manage your donor file for mailings or email campaigns will be able to apply both mathematical gift string formulas and tailored copy to each segment of your audience.
Where to Use Variable Gift Asks
- Letter copy: Be sure your mail house supports variable personalization so each donor receives tailored ask amounts.
- Donation forms: Include variable amounts directly on the donation forms in your direct mail package.
- Email appeals: Use personalized ask strings in your copy to guide donors toward increased giving.
- Landing pages: Reinforce the same suggested amounts from your appeals for consistency.
Strengthen your fundraising appeals by crafting gift-ask strings that are strategic based on segmentation and donor giving history. When used in conjunction with copy that demonstrates the real-world impact of a donor’s gift, donors will be encouraged to give again—and will often donate more.
For expert support, contact Write Choice Marketing. With over 40 years of experience in compelling copywriting and innovative fundraising strategies, we can help your nonprofit raise more money and deepen donor engagement.
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Write Choice Marketing- Helping nonprofits raise donations through compelling copy, engaging content, and donor responsive strategies that get results. We offer creative and cost-effective fundraising and marketing solutions.