Some nonprofit organizations send letters and e-mail messages to potential donors with the goal of raising awareness.

Weeks or months later — presumably after recipients understand the cause — the nonprofit group follows up with a more formal appeal for money or support.

Is such a tactic successful?

Katya Andresen, vice president of marketing at Network for Good, answers that question with an emphatic “no” on Katya’s Non-Profit Marketing Blog.

Ms. Andresen says the initial effort to raise awareness amounts to nothing more than “wasted breath.”

“Most people treat the pre-ask as a non-ask,” she writes. “Any response to a pre-ask is not to be trusted. The real answer will only come when you do ask.”

Her advice: ask for something — whether it be a donation or some other call to action. The key is to make sure that you are trying to inspire the recipient to engage with your organization in some meaningful way.

“In this economy, with dwindling marketing budgets, don’t waste money on the pre-ask,” Ms. Andresen writes. “Make a great case for your cause, then make a very clear call to action.”

Do you agree? Is the “pre-ask” useful, or a waste of time and money? Click on the comments link below to share your thoughts.