Solicitation
A solicitation is a direct request for a charitable donation, delivered through any channel — in person, by mail, email, phone, or online.
A solicitation is a direct request asking someone to make a charitable contribution. Solicitations can take many forms — personal meetings, direct mail letters, email appeals, phone calls, social media posts, event pitches, and online donation page messaging. It is the core act of fundraising.
Why It Matters for Fundraising
You don't raise money without asking. Yet many nonprofits under-invest in the quality and frequency of their solicitations. The most effective solicitations are specific (asking for a defined amount), personal (referencing the donor's relationship and interests), urgent (explaining why now matters), and donor-centered (framing the gift as the donor's opportunity to make a difference, not the organization's need for money).
Legal Considerations
Most states require nonprofits to register before soliciting donations from residents. Registration requirements, forms, and fees vary significantly by state. Organizations soliciting nationally must track and comply with multi-state registration requirements. Professional solicitors and fundraising counsel have additional registration obligations.