Which Donation Ask is Better - Soft or Hard?

When it comes to asking for $, where is the sweet spot? Some people like to use the "soft ask" - meaning you ask indirectly. For example, the donate button on your website or at the bottom of an email. It could also be a sentence somewhere in a mailer. Other people like to use the "hard ask" - meaning you ask point-blank. A common fear is that you will turn people off if you use the "hard ask." At the same time, if you use the "soft ask," potential donors may not SEE your request... and you will lose donations. So what's the solution? I learned early in my fundraising career that knowing which ask to use is essential. There's a subtle difference between the two asks that every Catholic apostolate should understand. Let me explain: