The 11 Commandments of Fundraising, Part 2

Commandment No. 6: Thou shalt not muddle your 'ask'
What do you want your donors to do? Figure that out; then tell them. Too often, we give donors a rabbit hole to escape down. Religious nonprofits do this by asking donors to give and pray. Others ask donors to sign a petition and donate. Sometimes we ask donors to "tell a friend" and send in a gift.