The Reluctant Fundraiser: Shifting Your Mindset to Raise More Money
"I could never do what you do," she said, scrunching up her nose.
We were having a nice conversation over lunch and, suddenly, my friend seemed uncomfortable.
"What do you mean?" I asked.
"Ask people for money," she continued, as if I was a little slow.
"I don’t want to feel like my friends are running in the opposite direction when they see me coming,” she said. “Like, I just want their money."
I was confused.
She was the founding executive director of a nonprofit. I knew she cared deeply about the people she served. The mission was personal to her.
But when it came to raising money, she was paralyzed.
Another nonprofit leader once told me, "I don’t want people to feel like I’m always rattling a tin cup."
Wow! Me neither. But good fundraising is never about rattling a tin cup.
The Fundraising Mindset Shift: How Nonprofits Can Raise Money Without Feeling Awkward
If you’re a nonprofit leader who struggles with fundraising, ask yourself: “Is your work important?” Are you solving a problem that needs to be solved? Do you have a desire to grow your impact—and a plan on how to do that?
If you’re answering yes, that’s good news.
Because fundraising isn’t about asking for money—it’s about casting a vision, then inviting people to journey with you.
An aha-moment happened for me when I was transitioning out of my in-house fundraising job, assigning my donor relationships to other people on staff.
Reading through the names on my list was bittersweet. These weren’t just people who had given money to our organization. These were my friends! We had been partners in ministry, and I felt so much gratitude for them.
We had changed lives together.
I have never felt that people were running in the opposite direction when they saw me coming.
Partners want updates.
They want to hear your stories of life change.
They want to know what you need.
And that’s because fundraising isn’t about money—it’s about mission.
How Can a Nonprofit Raise Money? Stop Asking for Money, Start Casting Vision
Many nonprofit leaders dread fundraising, because they think it’s all about “the ask.” But the truth is, fundraising is about building a movement and finding the right people to journey with you.
Rather than chasing people down, it’s more like building a fire. When you gather around something meaningful and strike the match, the right people are drawn to the flame. They don’t need convincing. They see the vision, feel the warmth, and say, “I want to be part of that.”
But for that to happen, you have to make the vision clear.
Have you ever received an invitation with no details? Just a “You Are Invited…” with nothing else? Of course not. Because to decide if you want to go, you need to know where you’re going—and more importantly, why.
To find ministry partners to journey with you in your good work, you need to first:
1. Clarify Your Vision
Nonprofits that raise the most money have a clear vision. If you don’t know where you’re going, how can others join you?
2. Create a Plan for Growth
Fundraising without a plan is exhausting. If you don’t have an organizational roadmap, fundraising will feel random and constantly stressful.
3. Build Real Relationships with Donors
Fundraising isn’t about one-time asks. It’s about belonging. Donors don’t want to feel like they are giving to charity; they want to be part of a mission that matters. Show them where they fit in, and they’ll stick around for the long haul.
4. Tell Better Stories
People don’t give to organizations—they give to causes that move them emotionally. If you have compelling stories about your important work, fundraising will feel natural.
5. Stop Making Fundraising About You
The biggest shift a reluctant fundraiser needs to make is this: Fundraising isn’t about you.
Let’s say it again for impact: “Fundraising isn’t about YOU!”
Fundraising is about the people you serve AND the donors who want to help. Your job is to bring these two groups together.
Final Thought: How Nonprofits Can Grow Their Impact Through Fundraising
If your work is actually changing lives, the right people will want to join you. And, some won’t. That’s okay. Your job is to tell the story, extend the invitation, and build a foundation for lasting impact.
Ready to stop rattling the tin cup? Give me a call and let’s see if we can build a fundraising plan that actually works.