For your charity to have longevity, it needs funds that’ll keep it afloat. If you occupy a leadership position within a charity, while your primary love is the good work you do, you should also learn to appeal to donors. To help you get better at it, here’s a guide to asking for charitable donations.

Understand Why People Give

You may ask for donations in-person, over the phone, through email, or through other means. Whatever medium it takes, it helps to understand the potential donor’s motives. While there are certainly general reasons people give, including their attachment to a cause and their sense of identity, you can dig deeper than that.

As you converse or message with someone, comb through what they share to determine their values and passions. If appropriate, frame the articulation of your charity’s mission in their language. If they see the connection between your programs and their priorities, they are more likely to give. Not only that, but they may develop into a committed partner if you’re an ideal match.

Make the Donation’s Purpose Clear

Another factor in our guide to asking for charitable donations is clarifying a donation’s purpose as you make your appeal. Instead of blandly requesting money for your general programming, tell them what their money will help you to accomplish in the near future. Communicating urgent need hones your pitch and gives them a specific reason to assist you.

Invest in Potential Donors When Pitching

As you have the conversation, make it obvious that you care about your potential donor. Though it sounds counterintuitive, it’s beneficial to spend a solid chunk of time hearing their story and leaving your pitch on the back burner. This means asking follow-up questions, expressing enthusiasm at what they tell you, and allowing them enough silence to continue talking.

If you lunge too early for their commitment, you risk leaving empty-handed. On the flip side, if you devote your energies to getting to know them, you’re more likely to leave with a future partner when you do get around to your ask.