How many times a year should I ask donors for money?

No fixed rule, but a few asks a year, spread between updates and thank-yous, is a sensible start for many charities. Here is how to set your rhythm.

There is no scientifically established rule for how often you may ask donors for money. As a rule of thumb, a few asks a year, between plenty of updates, thank-yous and invitations, is a safe starting point for most smaller organisations. What counts is not the number but the ratio of asks to other contacts and how relevant each ask is.

Why is there no fixed number?

Every organisation and every donor is different. Someone who has just given for the first time expects something different from someone who has supported you monthly for ten years. Your cause matters too: an emergency appeal after a disaster justifies an extra ask, ordinary running costs less so. That is why it is better to test and listen than to copy a number from the internet.

A workable starting point

For a small to medium organisation, this can be a good start:

  • Four to six asks a year, each with its own reason: a project, a season, an emergency, year-end.
  • Two to four updates in between with no ask, to show what has been achieved.
  • A thank-you after every gift, outside this schedule.
  • An invitation to an event, open day or volunteer action.

That way most of the messages a donor gets from you are not asks. It gives you the credit to ask now and then.

The end of the year

The end of the year is a natural moment for an annual ask. People think about charities then and, depending on the country, about tax benefits. Plan your annual ask early, around November and December, and build a warm-up to it with stories. Check your country's tax rules, as they differ a lot.

Figures from the Blackbaud Institute for American organisations show how heavily that period weighs: in 2025 about 18% of all giving arrived in December and 36.1% of annual revenue in the fourth quarter. In Belgium and the Netherlands it may differ.

How do you adapt it per donor?

Match the rhythm to the type of donor: thank new donors first, ask loyal donors more personally, barely ask monthly donors for extra and approach lapsed donors gently again.

  1. New donors: thank them first and show what their gift did. Hold the next ask until the relationship has started.
  2. Loyal donors: ask less often but more personally. Consider a phone call for long-time supporters.
  3. Monthly donors: barely ask for extra. Thank them, tell them what their gift does and ask once a year whether they would consider increasing it.
  4. Lapsed donors: try again with a personal message and ask whether they still want to hear from you.

The Fundraising Effectiveness Project found that of the American donors who gave once in 2023, 32.1% gave again in 2024. Among donors who gave seven times or more it was 86.8%. That is a link, not proof that asking more often makes donors more loyal: people who give often were already more loyal.

Signs you are asking too much

  • More unsubscribes or complaints after a mailing.
  • Falling average gift or falling response per ask.
  • Donors saying they hear from you "constantly".

Also ask your donors how often they want to hear from you. Let them choose: yearly only, quarterly or more. Respect that choice.

What does the sector say on ethics?

Fundraising codes, such as the Code of Fundraising Practice from the Chartered Institute of Fundraising in the United Kingdom, ask that you treat donors reasonably, respect their wishes about contact and apply no pressure. That matches what counts as good practice in Benelux countries and France.

In WeGlow

A monthly gift on your WeGlow donation form means your donor does not have to decide again each time. The form offers one-off and monthly gifts with your own amounts. If you fill in a thank-you text, the donor gets a thank-you email automatically after each gift, and on your campaign page you can post updates that contain no ask.

Is one ask a year enough?

For some organisations, but you leave a lot on the table. A few well-argued asks a year usually work better.

Can I send too many updates?

Only if they have little substance. A short, concrete update that tells something is rarely seen as annoying.

How do I know what works for my donors?

Test one change at a time, track unsubscribes and responses, and simply ask. A short survey can teach a lot.

When in the year is the best moment to ask for a gift?

The end of the year is the strongest moment for many organisations: the Blackbaud Institute counted about 18% of all giving to American organisations in December in 2025. Plan your annual ask for November and December, build up to it with stories and check your country's tax rules.

Read next

More on this topic:

Sources

More from Glowie

More about WeGlow