How to Set Better Donation Ask Amounts

Donation ask amounts influence how supporters interpret a fundraising request.

Ask too little, and the nonprofit may unintentionally limit the gift. Ask too much, and the donor may feel that their contribution will not matter. Offer no guidance, and supporters must decide what an appropriate gift looks like without context.

The goal is not to pressure donors into giving more than they can afford. It is to provide reasonable options based on actual giving behavior, campaign needs and the donor’s relationship with the organization.

Start With Your Own Donation Data

Generic amounts such as $25, $50 and $100 should not be copied automatically.

Review recent donations by campaign, donor segment, acquisition channel, one-time versus recurring gifts, new versus returning donors, online versus offline gifts, event participation and previous gift amount.

The median gift is often more useful than the average because one or two major gifts can distort the average.

Bloomerang recommends basing suggested donation amounts on actual donation data rather than arbitrary numbers. (bloomerang.co)

Make a Specific Ask

Research summarized by Bloomerang found that asking for specific amounts generated more contributions than an open-ended request. (bloomerang.co)

Suggested amounts reduce uncertainty while an “Other” option preserves donor choice.

Segment Returning Donors

A donor who previously gave $500 should not necessarily receive the same suggestions as a first-time donor.

Returning donors can be segmented by previous gift, largest gift, average gift, frequency, recurring status, campaign history and recent engagement.

A reasonable upgrade request might be moderately higher than the donor’s most recent gift. The exact increase should be tested.

Connect Amounts to Real Impact

Suggested amounts become more meaningful when donors understand what the money supports.

For example:

• $25 provides transportation for one client appointment.
• $50 supplies a family with emergency groceries.
• $100 funds one volunteer training session.
• $250 supports a week of temporary housing assistance.

These descriptions must be accurate. Language such as “can help provide” may be more appropriate when costs vary.

Fundraise Up allows organizations to connect suggested amounts with impact descriptions and personalize the options shown to different supporters. (fundraiseup.com)

Treat Monthly Giving Differently

Recurring gift options should reflect the donor’s long-term contribution and remain financially approachable.

The form should clearly explain frequency, cancellation and what sustained support makes possible.

Test the Entire Donation Experience

Nonprofits should compare conversion rate, average gift, total revenue, recurring enrollment, form abandonment, retention, refunds and complaints.

The objective is sustainable revenue and a positive supporter experience—not simply the largest immediate transaction.

Keep Ask Guidance Accurate

A secure AI Knowledge Hub such as Maisy helps nonprofits organize approved fundraising language, program costs, campaign procedures and impact descriptions inside Microsoft 365 and SharePoint.

Maisy does not determine what a supporter should give. It ensures that staff base fundraising requests on accurate and approved knowledge.

Better donation asks are specific, evidence-based and respectful.