As long as you are dealing with a qualified prospect with the capacity to give, do not take ‘no’ at face value. Drill down. Figure out what truly interests the donor about your organization, what other projects/NPOs they support, who their connection is to your organization and when the time is right to make the ask.
Hearing no is not necessarily a bad thing – it can give you much insight on your organization if you take the time to ask for feedback. No is a much better answer than ‘maybe,’ ‘I’ll think about it,” and similar non-answers.
Lastly, always ask for permission to ask again. Donors often feel bombarded by nonprofits in which they have no interest. Asking permission demonstrates a respect for the donor and their time.