YOU Can Confidently Ask for Year-End Gifts—Here’s How

There’s no getting around it: year-end is crunch time.

You’ve got goals to meet, reports to pull, events to manage, and donors to thank. Amid all that activity, it’s easy to let fear or uncertainty creep into your fundraising conversations. You might think, “My donor already gave this year.” Or, “They’ll give when they’re ready—I don’t want to bother them.”

But here’s the truth: donors want to give. They want to make a difference, especially at this time of year. And they often just need an invitation to do so. So whether you’re a seasoned fundraiser or still getting comfortable with asking, you can confidently approach your donors now—and finish the year strong.

Here’s how:

1. Don’t Let Fear Stop You from Asking

Fundraisers hesitate for lots of reasons. Maybe you don’t know your donor’s passions and interests well enough yet. Maybe you’re afraid to “rock the boat.” Or maybe you’re telling yourself a story that your donor only gives once a year.

I get it. But none of these are good reasons not to ask.

If you’re unsure about your donor’s current interests, start by reviewing their giving history. What have they supported in the past? Use that as a guide to make an informed and relevant ask.

If your donor already gave this year, ask again—especially if you know there’s something they’re passionate about funding. Donors who give multiple times a year do so because someone invited them to. Don’t deny them the joy of giving again.

And if you’re afraid of being too forward, remember: donors want to be asked, and you’re offering them a chance to change the world through your organization.

2. Prepare Before You Ask

Confidence comes from preparation. Before you reach out, take a few minutes to understand your donor’s situation and history:

• Know who’s behind. Review your top-tier donors who haven’t renewed their gift yet. Many simply need a reminder or a fresh invitation.
• Assess your goals. Identify the gap between what each donor has given and what you projected. That will help determine your ask amount.
• Spot opportunities. Look for donors whose giving feels low compared to their capacity—or high compared to what they can realistically do this year. Use what you know about their life circumstances to calibrate your ask.
• Reconnect with lapsed donors. Don’t assume a paused donation or missed gift is intentional. A gentle check-in can reignite their engagement.
• Revisit mid-level donors. If you oversee a larger portfolio, focus on those at risk of lapsing. Match opportunities or special campaigns are great ways to inspire action.
• Don’t forget DAF and IRA donors. Year-end is the perfect time to remind them to make their grant recommendations or qualified distributions before deadlines hit.

The goal here is to be proactive, not reactive. When you understand where your donors stand, you can ask with clarity and purpose.

3. Set Clear Expectations

When you reach out, set expectations early.

You might say: “By this time last year, you had so generously given $4,000. Would you be open to considering a gift in the next few weeks?”

Or for a larger, more strategic ask:

“Yolanda, you’ve been giving $10,000 generously for the last five years. Would you be open to a conversation about some big, bold projects we’re working on and how you might want to be involved?”

Being upfront communicates respect. It also lets donors mentally and emotionally prepare to talk about giving, which increases your likelihood of success.

4. Match Donors to Impact

Your job isn’t just to ask for money. It’s to connect donors’ passions to real change. When you know both your donors and your programs, you can confidently align their giving with meaningful outcomes.

Help your donor see what their gift makes possible. Use stories, visuals, and real numbers to illustrate impact. The more vividly you can connect their generosity to results, the more inspired—and confident—they’ll feel about saying “yes.”

5. Make the Ask (and Then Pause)

When the moment comes, be direct. You might say: “I’m asking for your commitment of $25,000 to support this project.”

Then pause. Give your donor time to respond. Don’t fill the silence. Let them process and think.

Even if the donor needs more time or wants to adjust the amount, you’ve done your job. You’ve invited them into generosity. That’s something to be proud of.

6. Remember Why You’re Asking

You believe in your organization’s mission. Your donors do too. You’re simply the bridge between the need and their desire to help.

So don’t let fear or uncertainty keep you from asking. Be bold, be kind, and be curious. If you stay focused on relationships and genuine partnership, your confidence will grow and your results will follow.
 
You still have time to finish the year strong. The money is out there. The donors are ready. They’re just waiting for you to ask.