Giving with Heart: Grow Your Open Ask

In the world of fundraising, our American Fundraising Foundation team understands that one timeless truth holds strong: generosity inspires generosity.

This is especially true during a live fundraising moment known as an “open ask” or a “call from the heart”. Whether you're hosting a gala, concert, or a luncheon, this open ask is the emotional climax of your event. Here is where the rubber meets the road--the moment where guests are encouraged to connect, contribute, and create lasting impact for your cause.

So how do you make the most of this pivotal moment? Here are a five ways to enhance your open ask and ensure it resonates deeply with your audience of donors.

1. Start With Authenticity, Not Perfection

The most powerful asks are not the most polished, they’re the most real. Speak from the heart. Share a personal connection to the cause, a moving story, or a moment that illustrates the urgent need and the opportunity for impact. Vulnerability fosters trust, and trust encourages giving. Think about the last time you were truly inspired to give—draw from that feeling of inspiration.

2. Lead by Example: The Power of the First Gift

If you're the host, emcee, or professional fundraiser making the ask, your own generosity sets the tone. When appropriate, announce your own donation first. For example:

“Before we begin, I want to share that my family and I are giving $1,000 tonight because we believe deeply in this mission. We hope you’ll join us at a level that’s meaningful to you.”

This isn’t about spotlighting yourself, it’s about creating momentum. People are more likely to give when they see others doing the same. That first gift sends a strong message: “We’re in this together.”

3. Make It Emotional, Not Transactional

This is not just about dollars—it's about changing lives. Frame your ask in human terms:

• What does a $100 gift accomplish?

• How does a recurring donation create sustained impact?

• What impact do these dollars make in real time?

  
  

Paint the picture vividly and invite guests to become part of the story. Remember, different generations have different giving motivators, so be sure to speak to all demographics included in your audience. *This is also important to remember during your other planned giving opportunities that happened earlier in your fundraising event's run of show.

4. Use a Laddered Approach

Give your audience options by starting with a higher giving level and working your way down. This signals that every gift matters—whether it's $5,000 or $50. A sample script:

“Is there someone tonight who feels moved to give $5,000? That gift can [insert impact]. Thank you! How about $2,500? $1,000? $500? Every dollar counts.”

This method creates a wave of giving, making it easier for others to follow. It also encourages 100% attendee participation in the open ask portion of your event.

5. Celebrate Every Gift

Acknowledge donors in the moment—whether by name (with permission) or through enthusiastic applause. Celebration fuels energy and encourages others to join in. Make donors feel like heroes, because in many ways, they are.

In Summary: Heart First, Always

The open ask isn’t just a pitch—it’s a moment of shared purpose. When the host leads with sincerity and even their own donation, it invites others to do the same. It’s about building community, inspiring generosity, and changing lives together.

Remember: generosity is contagious. Let yours be the spark.

For more fundraising tips from AmFund or support for your upcoming special event, please request support from AmFund’s Development Team at the button below.

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