Seth Godin. How to ask for money: The best way to get what you want

When asking for money, remember that people will only give if it's worth more than the amount they are donating to them. By not asking for money, you are stealing the opportunity for someone to find joy, connection, status, and satisfaction in contributing to a cause they believe in. Raising money is a service because you can't force someone to donate, but you can provide them with the opportunity to contribute.