The Fundraising Reality Check That Changed My Perspective
"The problem with you fundraisers is you think the rest of us should care about your work — and we don’t!"
The remark was a gut punch. And I have never forgotten it.
At the time, I was pouring my heart into fundraising for a nonprofit I loved. Every day, I showed up excited, because I knew we were changing lives.
I saw transformation happening in real time, and my job was to ensure we had the funding to keep it going.
One of our donors, deeply passionate about our mission, offered to introduce me to his former business partner — an entrepreneur with a brilliant marketing mind. In fact, the man had founded and sold multiple marketing agencies.
“He’s a true innovator,” my friend told me. “A marketing specialist! And, he’s connected.”
When I got the calendar invite for the Zoom call, I was excited. This man had transformed entire industries! Maybe he’s have ideas for me on how we could gain more visibility. And financial support.
Maybe he would give us money.
After the introductions and small talk, my donor friend asked: "What advice would you give her to help gain more support?"
That’s when he said it.
"The problem with you fundraisers is you think the rest of us should care about your work — and we don’t."
I felt my stomach tighten.
Was he being rude?
But almost instantly, I realized — he was right!
I don’t remember much about the rest of the call, because I knew he wasn’t the right partner for our work.
But that moment forever reminded me that fundraising is not about chasing money. It’s about finding partners who will genuinely care, people whose hearts are already aligned with the mission.
The donors we seek don’t need convincing. They’re already searching for a meaningful place to invest their lives.
Our job simply is to help them see themselves in our story.
Fundraising Isn’t an Ask. It’s a Story.
Many nonprofits treat fundraising like a series of transactions — a grant application here, a year-end appeal there and, of course, a gala every fall!
But sustainable fundraising isn’t about those one-time gifts. It’s about building long-term, mission-driven partnerships with people who believe in your cause.
How do you move beyond one-off fundraising efforts and build a strong foundation for growth?
1. Learn How to Tell Your Story
People don’t give just because a nonprofit is “doing good work.” They give when they feel connected to your cause — and, more importantly — to the direction you’re heading. That connection is built through storytelling: when you bring to life both the stories of transformation happening right now and the opportunities their generosity will make possible in the future.
2. Build a Framework for Fundraising Growth
Too many nonprofits fall into a reactive cycle of fundraising — constantly scrambling to fill funding gaps rather than building systems that create predictable revenue.
To break the cycle, your nonprofit needs a plan for consistent donor engagement and a fundraising framework that creates stability for years to come.
3. Develop an Individual Giving Program
While grants and corporate sponsors are valuable, individual donors make up nearly 70% of charitable giving in the U.S. A strong Individual Giving Program might open the door to corporate partnerships or new grant opportunities. But above all, it’s the key to long-term sustainability.
Fundraising Success Starts with the Right Mindset
Fundraising isn’t about convincing people to care — it’s about finding the people who already do and giving them a reason to invest.
If you want to stop scrambling for money and start building sustainable fundraising success, it’s time to shift your approach.
Just reach out for a free consultation and let me help you build lasting partnerships and real momentum for your mission.