Questions to Ask Donors
Building Relationships Before Asking for Donations
When you’re running a nonprofit, people expect you to ask for financial donations. That doesn’t mean you should always go straight for the ask.
Today’s audiences want a connection with the organizations they support—even if it’s just a brief “getting to know you” conversation before the discussion turns to funding. Like the age-old sales truth, everyone knows money is involved. The real question is why they should give it to your organization.
The answer is simple: you’re building relationships, not just asking for money. That means having a meaningful conversation that includes thoughtful questions before you get to the “big ask.”
Below are questions that can help spark those conversations and turn “maybes” into committed donors and long-term supporters.
Questions About Their Intentions
While you should always read the room and adjust your approach, starting with questions about a person’s intentions can help open the door to deeper engagement.
Consider asking:
Why did you choose our organization in the first place? Why is it important to you?
What has your involvement with our organization been so far?
Is there a personal connection for you to the work we do?
In your opinion, what are the best and worst aspects of our organization?
Are there ways we could involve your family or friends?
If someone is genuinely interested, they’ll not only answer these questions but often offer additional insights. If the conversation is going well, you can suggest continuing it later—perhaps in person—and explore topics like the types of donations they may be interested in supporting.
Questions About Their Giving
Understanding how people give—and why—helps you build stronger, more authentic connections. These questions can reveal past philanthropic experiences, values, and motivations.
Examples include:
Can you share a time when you donated to a nonprofit or volunteered for a cause? How did it make you feel?
Do you have any questions about our organization or ways to get involved?
When did you first become involved with charitable giving or volunteering? Is it still important to you today?
What kind of legacy would you like to leave behind?
These questions do more than gather information—they encourage people to reflect on their generosity and deepen their emotional connection to giving.
Make the “Big Ask” Meaningful
If you want to make a lasting impression when the time comes to ask, consider thoughtful recognition options like custom donor walls and signs that elevate the donor experience and reinforce the importance of their support.
For inspiration, explore these donor wall examples and see how meaningful recognition can strengthen donor relationships.