Man jumping over mountain

Top 10 Strategies to Elegantly Transform Reluctant Fundraisers into Ready Philanthropy Facilitators

What’s holding you back? Culture? Fear?

How do you help people afraid of fundraising become comfortable in what should be a mission-aligned role for everyone associated with your nonprofit organization?

After all, everyone benefits from increased philanthropy.  Not just development staff.

Increasingly, successful nonprofits are adopting cultures of philanthropy where everyone involved – administrative staff, program staff, board members, committee members, direct service volunteers and even beneficiaries – comes together as ambassadors, advocates and askers on behalf of furthering the organization’s mission, enacting its values and fulfilling its vision.

Facilitating philanthropy is not rocket science, yet folks unaccustomed to the relationship cultivation and solicitation required to land major donations are fearful because they believe they don’t know how to do it. Actually, they do. They just need some guidance, hand holding and support along the way. Reluctant fundraisers tend to think fundraising is just about money. It’s a lot more than that.

It’s the job of a nonprofit’s leadership to work with insiders (staff and volunteers) to help everyone feel both passionate about the cause and confident in the fundraising process. 

Of all the barriers to be overcome; first and foremost is fundraising fear.  This fear takes many forms, and is perhaps best expressed in some of the questions I frequently receive.  So I’m endeavoring to answer these questions below.  Hopefully this will help you address these challenges within your own organization so you, too, can transform folks from fearful and reluctant “fundraisers” to joyful and ready “philanthropy facilitators.”  It simply takes a little elegant reframing.

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Frame in front of ocean view

Reframe Fundraising: Responsibility, Privilege and Opportunity

Frame in front of ocean view Fundraising is too often seen, at best, as a ‘necessary evil.’

When viewed this way, folks – staff and volunteers alike – understandably prefer not to touch it with a 10-foot pole. Who wants to place themselves on the side of ‘evil?’

Yipes stripes!

But that’s not what fundraising is at all.

The tagline for my business, Clairification, is “philanthropy, not fundraising.” I often talk to folks about how the word philanthropy comes from the Greek and translates into “love of humankind.”  Nothing evil about that!

In fact, if you ask folks to throw out the first word that comes to mind when you say ‘fundraising,’ and then ask them to do the same when you say ‘philanthropy,’ you’ll see it breaks down pretty neatly between good and evil.

Why it’s Important to Reframe Fundraising

If you’re coming at fundraising from the perspective of ‘necessary evil’ or ‘no pain, no gain,’ you’re never going to be effective. Especially when it comes to asking individuals, one-to-one, for passionate gifts.

As long as you hate it, donors will be able to tell you hate it.

I call this wallowing in the pain. Never a good approach. Distaste for asking begets distaste for giving.  It’s done grudgingly, not passionately.

When donors can sense you’d rather be doing anything else than asking them for a gift, guess what happens?  They follow your lead!  In other words, they feel they’d rather be doing anything else than being asked (or making) a gift. Because you’re reducing everything to a monetary transaction.

What if you reframed fundraising so it’s seen as a really, truly good thing.

I like to reframe it thusly:

  • It’s a responsibility.
  • It’s a privilege.
  • It’s an opportunity.

Fundraising is a Responsibility

If you’re fortunate enough to be a successful nonprofit, this means you’re helping solve some of the world’s most pressing problems.

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Organizational Strategic Priorities graphic

Why Aren’t Nonprofits Retaining More Donors?

Organizational Strategic Priorities graphic

Where does retention fall within your priorities?

EIght years ago,Tom Belford of The Agitator penned a post entitled “Donor Retention … Why Is It So Hard?”

At the time I thought: Great question!

Alas, things haven’t improved. It’s still hard.

Why, oh why, oh why?!?!

I’d like to explore this a bit, and I hope you’ll join me.

First, are you finding it difficult?

If so, why do you think that’s the case?

If not, and you’re being successful getting repeat gifts,

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Handshake

6 Proven Strategies to Make a Major Donor Solicitation that Gets Top Results

Handshake

What makes an effective major donor solicitation?

I could just say (1) prepare, (2) prepare, (3) prepare, (4) prepare, (5) prepare, and (6) prepare.

Did I mention that you really need to prepare?

Preparation is the meta-message of Shark Tank’s “Mr. Wonderful,” Kevin O’Leary, to would-be entrepreneurs seeking to get spots – and funding – on the television show.

In “How to Present the Perfect Pitch: From the Shark Tank to the Boardroom” he offers 10 strategies to help you ace a fundraising presentation.

Whether you’re seeking venture capital or a philanthropic gift, many of the principles are the same.

I’ve selected six strategies I find perfectly aligned with what it takes to make a successful nonprofit ask. I’ve also suggested eight specific action tips. Take them to heart, and you’re sure to make your next in-person fundraising presentation a winner.

Oh, and there’s one more important thing, says O’Leary:

“The number-one rule is to make your pitch incredibly dynamic.”

Let’s do it!

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Top Reasons Your Nonprofit Should Actively Promote Stock Gifts

Wall Street signDoes your nonprofit promote stock gifts?  You should!

A groundbreaking study by Dr. Russell James J.D., Ph.D., CFP®, professor in the Department of Personal Financial Planning at Texas Tech University, found nonprofits that consistently received gifts of appreciated stocks grew their contributions six times faster than those receiving only cash.

This is HUGE.

If you learn to ask for gifts from appreciated assets you’ll get more generous gifts. The study shows:

  • Received only cash gifts = 11% growth.
  • Received any kind of non-cash gift = 50% growth. Included gifts of personal and real property and deferred gifts.
  • Received securities non-cash gifts = 66% growth. Massive difference from just this one strategy!

You Don’t Have to Get Fancy

The most productive strategy is simply to accept gifts of stock.

But it’s up to you to offer up this giving framework to your supporters. 

Otherwise, they’re apt not to see this as an opportunity.

And speaking of ‘framing,’ this can establish a persuasive reference point for would-be donors. Researchers have found people don’t treat all their money as if they have one big pool of it.

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Proven Strategies to Climb the Year-End Fundraising Mountain

Mountain climberHave you started working on your annual appeal and year-end fundraising plan?

It’s beyond time!

I worked for 30 years in the trenches, so I know exactly what this time of year feels like.

It feels like you’re at the base of a mountain you’re about to scale.

  • Exciting, but also scary.
  • Exhilarating, yet also daunting.
  • There will be good days, and bad days.

And this particular year, you may feel you’re taking two steps forward and three steps back.

That’s to be expected during times of great uncertainty.

Expected or not, I know you’re still anxious and thinking “What if we don’t reach the top?”

Don’t worry, I’m here to help.

This year you may need the equivalent of a few extra granola bars for energy. And maybe an extra tool or two to help you get a grip.

Right now I want to give you a few specific, timely tips you might not be thinking about.

Here are some strategies I hope will give you a leg up, so to speak.

Ready to Put Your Best Foot Forwards?

Here are 11 tips I’ve learned over the years.

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wooden cart

Top Secrets to Igniting the Philanthropic Fire and Keeping the Warm Glow Burning?

Gratitude. Thankfulness. Appreciation. The feels both you and a donor feel whenever someone contemplates, or gives, a gift to your organization. Acknowledgement. Recognition. These are the underlying secrets known by successful fundraisers worth their salt. At base, they’re about the obligation philanthropy facilitators carry to show supporters how much their support means. Sounds simple. And…

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Mother and child hugging

Why People Give to YOU

Mother and child huggingIn an issue of her Loyalty Letter, Lisa Sargent recently noted:

“I just wrapped up supporter survey season in my little copywriting studio. And every year, the most powerful answers come from one simple question:  

“WHY DO YOU GIVE?” 

The responses stop me in my tracks every time. I smile. I cry. I sigh. My coffee turns tepid in its insulated mug. And I remember why we’re here.”

It’s a really good idea to stop and pause, every now and then, to think about why people give to you.

In fact, you might want to do your own survey. Or you can ask people to answer this on your appeal remit piece or donation landing page. Because once you understand your donors’ motivations, you can tap into them when crafting supporter communications.

I’ve grouped some of the answers Lisa shared (in quotations). They jumped out at me because they’re emblematic of the pillar fundamentals of a successful fundraising program. People don’t just give because you ask them for money. Sure, they must be asked. But, that alone is insufficient to inspire philanthropy. There’s another, deeper reason people give.

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Making an application list

Create Impact Now: 4 Key Appeal Ingredients That Move Donors to Act

Making an application list

Let’s say you’ve done everything thus far suggested in this fundraising appeal checklist.

✅ You’ve done the groundwork.
✅ You’ve focused your message.
✅ You’ve made it about the donor—not your organization.

Now it’s time to bring it home.

Because no matter how clear or well-structured your appeal is, it won’t inspire action unless it moves the reader.

Emotion—not logic—is what compels people to give. And that emotion is sparked by how you make your donor feel.

Do they feel seen? Valued? Needed? Inspired? Uplifted?

Transform Your Appeal from a Simple Ask into a Powerful Invitation

The final four steps of this 8-step checklist are about speaking to your donor’s best self, inspiring compassion, and stirring urgency.

These are the emotional ingredients that turn intention into action.

Let’s explore them.

In Part 1 we looked at the first four:

    1. You
    2. Easy
    3. Welcome
    4. Heart-awakening

Today we continue with four more.

    1. Best Self
    2. Uplift
    3. Unconditional Love
    4. Urgency

5. BEST SELF

What if part of the reason our sector has so little understanding of our supporters is because we think we’ve done the work of understanding by slapping the activist, volunteer, donor (insert other generic label here) on people?

— Kevin Shulman, Founder, DonorVoice

Donors have their own sense of identity; they’re people first.

Trying to categorize them neatly into donor “personas” (e.g., “Wanda Widow,” “Busby Business Man,” “Suzy Soccer Mom,)” doesn’t work nearly as well as helping them express their best self or selves.

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Hand writing checklist

Fundraising Appeal Checklist: 8 Essentials to Review Before You Write

Hand writing checklist

Before you write a single word of your annual fundraising appeal, pause.

Take a deep breath.

And think about the person who will open your letter or email.

They’re not just a “donor.” They’re a person with hopes, fears, dreams and values.

  • Someone who cares.
  • Someone who wants to make a difference.
  • Someone who, in a world full of distractions, is about to give you their attention—and maybe even their trust.

When you think in this broader context, it’s clear your appeal is more than a request for money. It’s a chance to build a bridge between your donor’s values and yours. To spark hope. To remind someone of the good they can do—through you.

This Checklist Will Help You Avoid Common Missteps

Too often, well-meaning appeals are ignored—not because the cause isn’t worthy, but because the message misses the mark. Maybe it’s too vague. Too organizationally focused. Or simply doesn’t make the donor feel like they matter.

That’s where this 8-step self-test comes in.

These first four steps are designed to help you lay a strong foundation before you write. They’ll keep your message clear, focused, and deeply donor-centered—so your appeal doesn’t just get read, but truly felt.

Let’s dive in.

We’ll review the final 4 steps in Part 2.

1. YOU

“The most beautiful thing in the world is you.”

— Alvin Ailey, choreographer and dancer, (1931-1989)

This gets to who you’re writing to.

Not to yourself, program staff. or your board of directors. You’re writing to ONE donor. It’s about their ego, not yours. Their needs, not yours.

Take a good hard look at your letter. How often do you use “I,” “my,” “our,” “we,” or the name of your organization vs. “you” and “your?”

Fix this! Here’s a “you test” you can use from Bloomerang.

Here’s a “don’t” example:

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