When it comes to communicating with your audience, the first thing that you should worry about is what your customer needs, and how you can help them with it.
If your sole message is always “buy from me” without providing any value, it’s going to do more harm than good.
The fact that you need sales or donations is not relevant to them. Instead, always lead with empathy and genuine helpfulness.
Of course, your business or organization has needs too. After you’ve considered the needs of your audience, then you can think about your needs as a business or organization and how it intersects with what your audience needs.