Somewhere along the way, we stopped asking. Or, at least, we stopped asking with confidence. We swapped out clear, unapologetic fundraising for softer "awareness-raising," traded in urgent calls to action for "engagement," and convinced ourselves that if we just tell a nice enough story, the money will somehow materialise. Spoiler alert: It won’t.
And when did a phone call become a scary thing?
In an age where digital reach has never been greater, giving levels are stagnating or even declining. And the biggest culprit? We’ve forgotten how to ask.
"Engagement" Won’t Pay the Bills
Nonprofits have never been more obsessed with engagement metrics. Clicks, shares, impressions—these figures look dazzling in a board report, but they don’t keep the lights on.
Fundraisers, once fearless in their pursuit of donations, now tiptoe around the ask. We soften our language. We invite people to "join the conversation" rather than open their wallets. We prioritise "raising awareness" over raising actual cash.
It’s not that storytelling and engagement don’t matter—they do. But storytelling without the hard ask is just content. It’s PR. And PR doesn’t pay for crisis hotlines, medical research, or food banks.
Have We Made Fundraising Too Polite?
Somewhere along the line, we started worrying more about being liked than being effective. The rise of digital fundraising has given us endless ways to interact with donors, but it’s also made us hesitant. What if we turn them off? What if we seem too aggressive?
Fundraisers today walk on eggshells. We don’t want to come across as pushy, so we repackage the ask into something gentler—“If you feel moved, you can make a gift.” But donors don’t need vague invitations. They need urgency, clarity, and a reason to act NOW.
The Data is Clear: Asking Works
Let’s look at the facts. Research from Rogare, the fundraising think tank, has consistently shown that direct, clear asks generate better results than passive messaging. The more explicit the ask, the higher the response rate.
The Chartered Institute of Fundraising also emphasises that donor motivation is highest when the need is made clear and urgent. Yet, instead of leaning into this, we keep diluting our asks.
And the numbers back it up—giving rates are falling. According to Giving USA, the proportion of households donating to charity in the U.S. has been dropping for years. The UK Giving Report shows similar patterns. Why? Because when charities stop asking, people stop giving.
The Economy is Tough—So What?
Yes, times are tough. The cost-of-living crisis is squeezing donors. Inflation is making people rethink discretionary spending. But here’s the thing: People still spend on what they value. They buy concert tickets. They pay for Netflix. They support businesses that align with their values.
Nonprofits need to stop assuming donors "can’t afford to give" and start showing them why their cause is just as essential as anything else in their budget. It’s not about guilt-tripping—it’s about making the case that philanthropy isn’t optional; it’s urgent.
The Rise of "Feel-Good Fundraising"
Another reason we’ve stopped asking? The rise of what I’ll call “feel-good fundraising”—where the focus is on making donors feel warm and fuzzy rather than asking them to step up and give.
Look at social media campaigns. Many charities now aim for virality over viability. We’ve got Twitter threads that educate but don’t fundraise, TikTok videos that entertain but don’t ask, and Instagram posts that tug at heartstrings but never say, “Click here to donate.”
The problem? Awareness doesn’t fund missions. Money does.
The Perils of Rebranding
In his analysis of regular giving programmes, Mark Phillips highlights the dangers of relying on low-value asks and traditional "urgent" messaging, which can dilute donor engagement. He advocates for a deeper understanding of donor behaviour and the implementation of strategies that foster trust and a strong sense of belonging among supporters.
Let’s Bring Back Bold Fundraising
So, what’s the fix? It’s simple: We need to start asking again—boldly, unapologetically, and often.
- Ask Clearly. No more vague "support us" messaging. Say exactly what’s needed: "Donate £50 today to fund a week of crisis support."
- Make It Urgent. Donors act when they feel time is of the essence. Give them deadlines, match challenges, and real stakes.
- Be Proud, Not Apologetic. Fundraising isn’t begging. It’s giving people the opportunity to do something amazing with their money.
Final Thought: Stop Being Shy
If you take one thing from this, let it be this: asking for donations is the single most effective thing a fundraiser can do. Yet, we’ve let hesitation, politeness, and digital distractions get in the way.
As Mark Phillips has pointed out time and again, donors want to give. But they can only do that if we give them a compelling reason and—crucially—if we actually ask them to. The biggest mistake charities make is assuming that people will just know they need money. They won’t. If we don’t ask, they won’t give. If we don’t give them urgency, they won’t act.
Fundraising has always been about the ask. Not the brand colours, not the viral post, not the perfectly curated donor journey map. It’s about standing in front of someone—virtually or physically—and saying, “This matters. And we need your support. Will you give?”
So let’s stop being so British about it. Let’s stop assuming people will read between the lines. Let’s stop hiding behind engagement metrics and hoping money appears in the bank.
It’s time to bring back bold, unapologetic fundraising. Because without it, charities don’t survive. And if charities don’t survive, the causes we fight for don’t stand a chance.
Now—who’s ready to start asking again?
Damian Chapman
Strategy Director, Fundraiser In The Room
Fundraising for over twenty years client-side, Damian is passionate about fundraising and its potential to drive real change around the world.
Cover Photo by Brian Isukeyi on Unsplash