The Tiny Shift That Makes Follow-up Asks Easier (and more successful)

End with a question. Close the loop. Raise more money.

No matter what time of year you’re connecting with donors, here’s a tiny shift that can make your follow-up outreach feel easier for you and more effective for them:

End on a question.

Humans are wired to close open loops. When you end with a question, donors feel a natural, gentle pull to respond.

And here’s the beautiful part—we also know from the science we use in the Values-Based Major Giving Academy that when people feel agency (real choice, real autonomy), the body releases a “happy hormone” cocktail of dopamine, oxytocin, and serotonin.

That little burst increases motivation, reduces stress, and helps people feel connected to something meaningful.

So when a donor feels they’re choosing their way into a shared mission—not being guilted or cornered—they’re far more likely to take action and feel good about it.

The fuzzy version

❌ I hope you got my email below/call on {date} to consider giving again this year to {organization name}. I’m curious if you’ve had time to consider and if we can count on your gift again this year. Your gifts have been so important to our {mission reference}.

This ends in soft air.

There’s no clear next step, and nothing specific to respond to.

The clear, agency-centered version

✔️ I hope you got my last email/call inviting you to give to {organization} and help us {mission reference}. Can we count on your gift again this year?

Ending with a question shifts the whole dynamic.

It signals respect, clarity, and partnership. And it almost always increases response rates because you’re tapping into a natural human instinct: answer the question in front of you.

It also taps into agency. When donors feel in control—not controlled—their nervous system relaxes. Their generosity opens. Agency creates belonging, and belonging moves money.

This works on the phone, too

Most fundraisers end calls or voicemails like this:

❌ “Okay, thank you again for considering a gift. Let me know if you have any questions…”

That gives them nothing to respond to.

Try this instead:

✔️ “We’re hoping to count on your gift again this year to support {mission reference}. What feels right for you this year?”

✔️ “Would you be open to joining our year-end effort again? Can I mark you as a yes, a no, or a maybe?”

✔️ “What decision feels right for you?”

A clear question creates an open loop they naturally want to close—without pressure, without overwhelm.

This works beautifully for qualification, too

In Values-Based Major Giving, qualification is simple, relational, and grounded in ease—not performance.

Here’s the rule of thumb:

If a donor responds to your outreach with anything neutral or positive,

they’re qualified.

That’s it.

You don’t need a survey.

You don’t need a form.

You don’t need a formal “qualification call.”

A reply is qualification.

Your next job is simply to warm them up—build connection, build ease, build trust from wherever they already said “hello.”

And what’s the fastest, most humane way to get that first reply?

End on a question.

It draws out engagement.

It invites agency.

It opens the door for the donor to step toward you in a way that feels natural and good.

That one reply gives you your foundation. Everything builds from there.

Try this in your next follow-up

As you send your next nudge, ask yourself:

• What is the specific question I want this donor to answer?

• Does my email or call end with that exact question?

• Is the next step unmistakably clear for both of us?

Give it a try this week.

Follow-up gets lighter.

Donors feel more respected.

And your qualification pipeline quietly fills with warm, ready humans.