Certified Fund Raising Executive (CFRE) Practice Test

What is a common mistake in communication with potential donors?

1. Being overly formal

2. Not sharing the organization's vision

3. Failing to ask for the gift

4. Providing limited information about the organization

The correct answer is: Failing to ask for the gift

When communicating with potential donors, failing to ask for the gift is a common mistake that can significantly impact fundraising efforts. This aspect of communication is crucial because it directly engages the donor and provides them with an opportunity to support the organization. Without a clear and direct ask, potential donors may remain uncertain about how they can contribute or may mistakenly believe that their support is not needed or welcomed. An effective fundraising strategy includes not only sharing the organization’s vision and achievements but also making a compelling appeal for support. This engagement is essential to cultivate a meaningful relationship with donors, encouraging them to invest in the cause. When the ask is absent, even the most inspiring stories and informative communications may fail to translate into actual contributions. In this context, while being overly formal or not sharing the organization’s vision can hinder communication, and providing limited information may prevent potential donors from making informed decisions, it is the absence of a specific call to action—asking for the gift—that is particularly detrimental to effective donor engagement. Communication should always culminate in a clear request for support, allowing for the vital step of securing donor commitment.