Fundraising would be a losing game all the time if it consisted entirely of wheedling a donation out of random people where possible.
Fundraising works when it’s about building ongoing relationships with specific donors.
Former colleague Richard Perry has some powerful recommendations for organizations ready to embrace this truth, at this recent LinkedIn post:
- A culture and philosophy of fundraising that views donors as partners, not cash sources.
- Strategic plans that nurture the donor’s relational journey.
- A division of labor that treats the donor as a partner.
- Donor offers for every program category and subcategory.
- A budget aligned to donor pipeline flow and net revenue.
- A vision that balances growth, mission execution, and donor relationships.
If you’re looking at these and thinking “yikes!” — you are not alone.
These are deep cultural changes that many nonprofit organizations simply can’t make.
Unless they decide to.
If you need donors to fund your work, you need to include donors in your thinking. And your budget.
Jeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.
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