Posted October 29, 2025

Why You’re Not ASKing Often Enough!

Fundraisers, even experienced ones, often make bad marketers.

Why? You suffer from a bad case of misplaced money guilt.

Fundraisers tend to think asking donors for money is an imposition. You think asking more than a few times a year will annoy them… or even turn them against your cause.

Let me reassure you, it’s not true!

In fact, when you focus on donor-centered fundraising, your charity will become a very welcome guest in their mailbox.

Yes! You heard that right. Donors will look forward to hearing from you!

What is the The Cheetohs Principle?

Let’s borrow an analogy from the commercial world.

How many times have you seen an ad for your favorite cheesy snack in the last month? At least once a day if you have kids or watch sports, right?

And you’ll see those ads constantly because that’s what their target audience – kids and football fans – are interested in.

Why? Cheetohs isn’t trying to convert new fans. They don’t have to. After all, you either love Cheetohs… or you don’t.

The purpose is simple. They’re reminding their fans how much they already love Cheetohs… and trying to make them hungry!

Why does Cheetohs do this when they already have fans?

Because those same fans have CHOICES! And lots of them.

Think about it.

When you get your snack on, you can pick potato chips, tortilla chips, onion rings, pretzels, BBQ chips… you get the idea.

And here’s the brutal truth…if a world famous, well-loved, super yummy snack needs to advertise every day… So do YOU!

Your charity is competing for a very limited slice of your donor’s wallet. Make sure they think of your cause when they give.

How do you do that? Tell an emotional story that tugs at their heart and opens their wallet… as often as possible.

Donating is Like Chocolate to Donors

Another handy thing to note – Donating Feels Good!

Giving releases the exact same pleasure chemicals in the brain as eating a bar of yummy chocolate… only without the Guilt!

How about that? When you give a donor the opportunity to support your cause, it’s like giving her a Hershey’s kiss without the calories.

By giving your donor a chance to do good in the world, you’re being a really good friend!

Don’t be stingy! Spread the love around!

How Often Should You Ask?

I’ll repeat… as often as possible. Whatever your budget can handle.

The more times you ask, the more money you make.

That’s just numbers.

What happens when you don’t ask, early and often?

· Donors don’t give you money to spend on your cause…

· Donors forget who you are…

· Donors give the money to someone else’s cause!!!

Make no mistake, donors will give to someone. Make sure you're top of mind when they do.

OK, I think you get it.

ASKing Guidelines to get you started

Direct Mail: As often as possible. Start with the obvious dates like Holidays or Tax season and go from there. Or, I should say, GROW from there.

Thank Yous: Every Single Time you get a donation from any source! It’s just rude to get a gift and not send a heart-felt thank you. And yes! You can absolutely ask for another donation when you send a Thank You! But make it a soft ask, and not the point of the Thank You.

Email: Honestly? Every day if you can swing it. Otherwise, at least 2-3 times a week. Most of these won’t be direct ‘asks’ for donations. But they should always include the Opportunity to do so, if they choose.

Newsletters (Print or Email): A minimum of 4 times a year (quarterly), maximum of 13 (monthly PLUS a Special Edition)

A few last words of inspiration to get out there and ASK!

Don’t Think ‘Imposition,’ Think ‘opportunity.’