A Practical Guide to Fundraising for Nonprofit Professionals

For some of us in the nonprofit sector, fundraising can prove intimidating. When that happens, it’s important to remember that all fundraising does is connect a mission with needed resources through a conversation. Thinking about it in these fundamental terms can help remove the fear factor.  

Plus, in a time of grant reductions, new social policy, and economic volatility, fundraising is a valuable skill to maintain in your nonprofit.  

So, if the thought of fundraising is enough to keep you up at night, read on. It’s not nearly as scary as you think, and it’s probably your safest bet when it comes to sustainable funding. 

Prepare a Case for Support

If your organization has participated in any fundraising in the past, you may already have a “case for support”. If not, no worries. Even nonprofits who came into 2025 with a prepared case in their arsenal have likely had to revise or rewrite it since January.  

A case for support is your best, most urgent statement for why someone should give to your organization. It answers the following questions: 

• What does your organization do for the community? 

• How would funding enhance your service to the community? 

• Why is funding important NOW? 

If possible, quantify your impact on the community. Provide relevant news stories, testimony from clients or positive commentary from other donors about your organization. Paint a picture for a potential donor to easily grasp the work you do.  

Also, be transparent. Has grant funding been cut? Has new policy threatened your operations? Did you need to reduce staff? How would added funding help sustain or augment your organization so you can continue to serve? This is also an opportunity to show how your organization is pivoting to meet the moment, both from a community need standpoint and through a focus on sustainability. 

Next—and try not to skip this part—rehearse your presentation. Maybe it’s a little embarrassing at first, but better to get it out now in front of your colleagues (or pets) than the people you want to impress.  

Practicing out loud helps identify where your passion lives and where your pitch could be stronger. It also helps you develop some muscle memory to rely on if you get nervous later. Do it over and over again, switch sides, play the donor and see how your pitch sounds.  

Who’s Your “20%”? 

Studies regularly show that the vast majority of a nonprofit’s donated funds comes from a small segment of its donors.  

This brings to mind the 80/20 rule which holds that 80% of a given result is often caused by only 20% of actors – the “vital few”.  

This is great news for fundraisers; it means the bulk of your outreach efforts can (and should) be focused among a smaller group of likely supporters.  

If you have not yet identified your “20%”, begin with your organization’s closest relationships.  

• Appeal to your nonprofit’s board members, former board members or any past donors.  

• Reach out to prominent community members or conveners who have expressed an interest in your focus area.  

• Use each outreach and connection to add additional names to your list of people you should get to know and connect to your mission. 

• Finally, look at current and recurring donors, and see if there’s a case to approach them for increased support. 

When you have identified your likely candidates, determine a strategy for the best way to engage each individual and then set up a meeting to share organizational updates and the possibility of their support. 

And note that, based on the potential of the donor, this may need to take place over multiple meetings. Your first discussion may be simply sharing updates and thanking them for past support. Just be prepared in case they ask you, “How can we help?” 

The Art of Conversation

Some dread fundraising because they think it involves a long presentation to a silent audience. But remember, if you’re talking to your 20%, they may be just as passionate as you are. Begin a conversation by asking them questions: 

• Tell me about some of your favorite causes or initiatives to support. 

• What led to your interest in this issue? 

• If they are a board member: What made you want to serve on our board?  

• If they are a past donor: What initially made you want to give to our organization? 

Their responses will help you tailor your case for support to their goals and interests. In fact, the 80/20 ratio may also apply to the conversation: They talk 80 to your 20.  

Sure, if they want to hear your standard pitch, you’re rehearsed and ready. But if you can engage them in a dialogue, that’s even better. When we find others working in an area we’re passionate about, we can’t help but want to offer support.  

Indeed, you likely have or will develop friendships with donors. Which brings us to the final step… 

Steward Your Donor

We have already written about the importance of stewardship, but this point bears repeating: Keep in touch with the people who support your organization.  

At a recent event for professional fundraisers, Nathan Chappell, author of The Generosity Crisis, posed a great question: “If the donors you have today are the only donors you’ll ever have, how would you view stewardship differently?”    

Yes, conversations will often revolve around money, but don’t let that be the only time you check in with donors. Let them know the latest about your organization; keep them updated on news that affects your service area. If you’re on friendly terms with them, check in on any family updates you recall from past conversations. 

It’s understandable why so many of us are hesitant around fundraising. The relationship can feel transactional or insincere. It doesn’t have to be. If you are at a nonprofit because you care, and you receive someone’s support because they care, that makes your relationship an authentic exchange based on mutual interests.  

Ultimately, stewardship retains donors. Look at the math: If you can move somebody from their first donation to a second one, your likely retention of that donor skyrockets.  

It is during these follow ups with past donors that you can expand your donor network. Ask your donor if they know anyone else who would want to support your organization. Who else should you be talking to? Who else cares about this issue? 

Fearless Fundraising

With a clear case for support, focused engagement of likely donors, and authentic relationships, fundraising becomes downright fun, especially when the results are in your favor. Of course, you won’t get to “yes” every time – and that’s ok!  

Take each “no” as a learning opportunity, and don’t be afraid to ask for feedback. Most importantly, don’t let your perceptions of this critical nonprofit activity keep you from a better, stronger, more sustainable organization.