How Much Should You Ask For? A Deep Dive Into Our Research On Setting Ask Strings

How Much Should You Ask For? A Deep Dive Into Our Research On Setting Ask Strings

Setting the right ask amount is the ultimate high-wire act.

Ask for too much and you might alienate your donor.

Ask for too little, and you’re leaving money on the table.

But how exactly do you hit that sweet spot in the middle? How do you set just the right ask amount?

Nic Prenger and Andrew Menke from AskGenius share the research and the strategies behind setting the perfect, individualized ask amount for each donor. They discuss how much you should be asking every donor and what to expect in return. 


Watch this webinar to learn practical tips to set ask amounts, including: 

  • Which data points are most important when setting ask amounts? 
  • How much can you realistically expect to increase someone’s gift?  
  • Should your pledge card include one-time ask amounts, recurring amounts, or both? 
  • What’s the best way to use wealth research data when setting ask amounts? 
  • What’s the best way to get started setting better ask amounts?  

Navigate to a specific section:

  • 0:38 – PSG Background
  • 3:44 – Understanding donor personas
  • 9:40 – Deep dive into our research on pledge cards
  • 12:31 – Setting the perfect ask amounts
  • 17:30 – Why you can’t ask everyone for the same amount
  • 19:16 – Why you can’t ask everyone for a 10% increase
  • 25:04 – Don’t assume low gift means low capacity
  • 27:15 – First-time donors are everything
  • 29:19 – How we’re using automated emails to delight donors
  • 33:07 – The best way to use wealth research when setting ask amounts
  • 37:21 – Are organizations asking for too much, or too little?
  • 39:37 – Should you include the ask amount in the letter?
  • 41:50 – Should you include the prior gift amount in the letter?
  • 44:05 – Monthly gifts are different than monthly installments
  • 46:03 – Rounding is really, really hard
  • 49:21 – Understanding anchoring bias
  • 51:51 – Put your ask strings in the right order
  • 52:53 – Should you ask for credit card information on the pledge card?
  • 53:37 – Template – the world’s greatest pledge card
  • 55:47 – Q&A
Andrew Menke

Nic Prenger
Founder/CEO, AskGenius

Andrew Menke

Andrew Menke
Vice President, AskGenius