As you engage in fund raising (People Raising), one of the most important questions that needs to be answered is, “What does a good ask look like?”

To learn the answer to this important question, I asked a major donor and this is what I learned:

1. It has a one- or two-page summary document clearly outlining the reasons for the project and its benefits.
2. It includes information as to who the beneficiaries are and what they have done to help the project.
3. There is information on what the “insiders” (board, staff, community, etc.) are sacrificially doing for the project.
4. There is a clear ask that is reasonable and specific.
5. There is a definitely opportunity to say “No” without emotional consequences.

For further insights from a major donor’s perspective read chapter 21 in People Raising : A Practical Guide to Raising Funds.