How to make the best relationship in fundraising even better

Many monthly giving programs have a fulfillment rate of around 110%. That is, donors give about 10% more than their monthly pledge.

How?

They get asked for an extra gift now and then.

If that worries you and has you thinking extra asks will spark a revolt among your monthly donors, read this super-helpful post from A Direct Solution: Asking Monthly Donors for an Extra Gift — Is It ‘Creepy’?

Spoiler alert: It’s not creepy at all! If anything, it’s anti-creepy:

… why on earth would you NOT give your monthly donors the opportunity to make an extra gift? You’re doing them a favor by asking them to make an even bigger difference. They love you.

Here are some hints from this post for getting the best results from extra asks:

  • Create a special segment code, so you can track results.
  • Exclude those monthly donors who have clearly told you not to solicit them.
  • Base the ask amount on each donor’s most recent one-time gift. If that is not possible, just use “Other $__.”
  • If the quantity allows, consider a personal handwritten note on the letter.
  • ALWAYS say thank you for their monthly gifts.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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