Culture of Philanthropy: 5 Steps in Demonstrating Donor Engagement
I recently wrote about five steps in building a culture of philanthropy and breaking down silos and...
Whether you're asking someone to meet for coffee, make a contribution, volunteer their time, or open a door, how you ask can make all the difference. That’s why I’m excited to share a method that aligns with the MPW approach to asking: the SMART Ask Framework, developed by Kelly Saucedo and Kat Mann.
Kelly and Kat recently presented at the Women in Oil and Gas Association meeting in Denver on making smart asks for a room full of engineers and engineering executives. As a nonprofit fundraising professional and consultant, I love learning from experts across all sectors—and this was no exception. Let’s break down their framework:
The SMART Ask Framework
Before you send that email or schedule that meeting, ensure your ask is SMART:
- Specific – Say exactly what you’re asking for.
- Meaningful – Explain why it matters to you and to them.
- Aligned – Connect it to their values, interests, or experiences.
- Realistic – Make sure your request is doable and respectful.
- Timely – Add urgency or clarity about when you need it.
This framework works whether you're asking for a meeting, a donation, an introduction, or a volunteer role. It brings structure and intentionality to something that too often gets improvised.
Asking for a Meeting
Great for: potential collaborators, mentors, community leaders, or new prospects.
Example: “I admire your work in [industry/space] and would love to hear your take on [relevant issue]. Would you be open to a 20-minute virtual coffee next week?”
SMART Breakdown:
S: Clear role and time commitment
M: Connects to their skills or passions
A: Builds on previous involvement or interest
R: Time-bound and manageable
T: Framed around an upcoming campaign or deadline
Asking for a Gift
Great for: individual donors, long-time supporters, or philanthropic partners.
Example: “Based on your interest in [cause/issue], I’d love to invite you to consider a gift of $25,000 to help us expand this program. It’s a critical time for us, and your support could be the catalyst.”
SMART Breakdown:
S: Clear role and time commitment
M: Connects to their skills or passions
A: Builds on previous involvement or interest
R: Time-bound and manageable
T: Framed around an upcoming campaign or deadline
Asking for Volunteers
Great for: engaging skilled professionals, students, or community champions.
Example: “We’re looking for volunteers to help lead our fall event. Your background in [event planning, outreach, etc.] would make a huge difference. Would you be willing to help with [specific role] for 2–3 hours a month this fall?”
SMART Breakdown:
S: Clear role and time commitment
M: Connects to their skills or passions
A: Builds on previous involvement or interest
R: Time-bound and manageable
T: Framed around an upcoming campaign or deadline
Some of the most impactful support comes from non-monetary asks—and these, too, benefit from a SMART approach.
- Asking for an Introduction:
“You mentioned you know someone at [company or foundation]. Would you be open to making a quick intro? I’d love to explore whether there’s alignment.”
- Asking for Board or Committee Service:
“Given your expertise and values, I believe you’d be an incredible asset to our board. Would you be open to a conversation about what that might look like?”
- Asking for Event Sponsorship or In-Kind Support:
“We’re seeking sponsors to underwrite our fellows in the city of Tulsa. Would your company consider sponsoring at the $30,000 level?”
Common Pitfalls to Avoid
- Vague asks, “Let us know how you want to help.”
- Forgetting to connect your ask to their motivations.
- Asking too soon, too much—or not enough.
- Failing to offer clear next steps or a follow-up plan.
Even seasoned professionals fall into these traps. The SMART structure helps keep your asks focused and intentional.
A well-crafted ask isn’t pushy—it’s generous. It gives someone a clear opportunity to engage in something meaningful.
Special thanks to Kat Mann and Kelly Saucedo, co-creators of the original SMART Ask Framework. From mentorship to board service to major gifts, many of us are asking for things that matter. We’re proud to bring this framework into nonprofit and philanthropic work, where clarity and courage matter most.
Learn more:
https://www.linkedin.com/in/kelly-saucedo/
https://www.linkedin.com/in/kat-mann-a5a0903/
If you would like to learn more about engaging your staff in the fundraising process, please visit Make Philanthropy Work or contact me at info@makephilanthropywork.com.