Key Strategies for Engaging Funders

Want to raise money from foundations? It's not just about persistence—it's about speaking their language. When I first started seeking foundation support for Mongabay, I faced a wall of silence. No responses. When I was lucky, I got a "No thanks." At the time, I thought I was taking the right approach. I targeted foundations aligned with our work in journalism and conservation. But I quickly learned that good alignment isn't enough. The way I framed our work needed to change. Program officers aren't just looking to support great causes; they want to achieve impact. Once I shifted my outreach to focus on how Mongabay could help them achieve their goals, my success rate increased—though there are still far more non-responses and nos than yeses. Here are a few lessons I've learned: 1/ Focus on their objectives, not yours. ↳ Foundations are often trying to solve complex challenges. Instead of leading with what Mongabay does, I began emphasizing how our work supports their mission. 2/ Be concise and clear. ↳ Program officers are busy. Long-winded pitches didn’t get me far. Clear, succinct messaging worked better. 3/ Cold outreach is tough. ↳ The reality? Most cold messages go unanswered. Whenever possible, I leaned on introductions where I could get them. 4/ Relationships matter. ↳ In philanthropy, as in life, trust is built over time. Regular updates, even when not tied to an ask, help maintain connections. 5/ Measure impact. ↳ Reporting back on how foundation support has translated into tangible results has been key to securing renewals. Even now, I don't have all—or even most—of the answers. But over the years, I've seen Mongabay's foundation support grow from zero to several million dollars annually. This increased support has allowed us to expand from a team of two to about 120, dramatically scaling our impact. It's clear proof that refining your approach can lead to meaningful results. For those navigating the fundraising landscape, remember: Foundations aren’t just writing checks; they’re investing in outcomes. Speak to that, and you’re on the right path.

Think your donors are tired of hearing from you? Think again. Common belief in the nonprofit world: donors are overwhelmed by too many requests. But what if I told you that donor fatigue isn’t about the number of asks? Instead, it’s about the lack of true engagement and value. Here’s the truth: Donors aren’t worn out from hearing from you —they’re disengaged by generic, one-size-fits-all communications. When we fail to connect on a personal and emotional level, we lose the opportunity to build something meaningful together. So, how to break the mold and keep donors engaged? 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲 𝗘𝘃𝗲𝗿𝘆 𝗜𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝗼𝗻: Tailor your messages to reflect each donor's interests, purpose and past interactions. Show them that they’re more than just a name on a list. (note: superficial personalization such as just scraping their name, alma mater, etc. from a database is actually worse than no personalization at all) 𝗣𝗿𝗼𝘃𝗶𝗱𝗲 𝗖𝗹𝗲𝗮𝗿 𝗩𝗮𝗹𝘂𝗲: Highlight the impact of their donations with compelling stories that immerse them in tangible outcomes. Make sure they see the difference they’re making. Better yet, make sure they feel it. 𝗘𝗻𝗴𝗮𝗴𝗲 𝗕𝗲𝘆𝗼𝗻𝗱 𝘁𝗵𝗲 𝗔𝘀𝗸: Foster a sense of community by involving donors in events, updates, and volunteer opportunities. Show genuine appreciation and interest in their input. Create opportunities for multi-faceted dialogue. Fatigue doesn't happen when someone is truly invested. Donors aren't tired of outreach. They're tired of bad outreach. So go ahead and challenge the status quo and transform how you engage with your supporters. Because it’s not about asking less—it’s about connecting more. #fundraising #nonprofits #philanthropy

Nonprofits, if I had to choose between cold outreach and warm introductions for corporate fundraising, this is what I would do: 1. Stop pitching. Start building relationships. Cold outreach feels tempting: “Hi, I’m with [Nonprofit Name]. Can we chat about a potential partnership?” But here’s the reality: Most cold messages fall flat. Why? Because they feel transactional, like you’re only reaching out because you want something. Instead, lead with value: • Share a quick insight from your work. • Compliment something they recently achieved. • Start a conversation, not a pitch. Make it about building a connection, not closing a deal. 2. Warm introductions are just the beginning. Even if you get a warm intro, don’t jump straight to your agenda. • Thank the mutual connection. • Share why you admire the person’s work. • Be curious, ask for their insights or perspective. A warm intro sets the stage, but it’s your job to build the relationship. 3. Focus on giving, not taking. The most effective outreach, cold or warm, starts with generosity. • Offer something useful: a resource, a perspective, a compliment. • Share your nonprofit’s impact, but without expecting anything in return. • Be genuinely interested in their work or mission. When people feel valued, they’re more likely to stay engaged. 4. Cold outreach isn’t dead, just done wrong. If you don’t have a warm intro, that’s okay. Just don’t go in with an ask. • Engage with their content: Like, comment, share. • Send a brief message saying why their work resonates with you. • Leave the door open for future conversations without pushing for one. When you make it about building a connection, the follow-up becomes natural. 5. Relationship-first outreach beats both. The real key? Stop thinking of outreach as a transaction. • See every message as a chance to build rapport, not get a “yes.” • Stay consistent, relationships take time. • Celebrate their wins, even when they’re not directly tied to your cause. The best strategy isn’t cold or warm, it’s human. Forget the pitch. Start with the person. Comment “Connect” if you want tips on how to build genuine relationships on LinkedIn! With purpose and impact, Mario

I do not write grants. I write about opportunities. I do not ask for donations. I ask for partnerships. I do not build capacity. I build connections. Here’s what I’ve learned in 20+ years of working with nonprofits: The words you use can determine whether your mission thrives—or gets overlooked. When we talk about “grants,” “donations,” or “capacity building,” we’re focusing on what we need. But when we shift the language to “opportunities,” “partnerships,” and “connections,” we focus on the bigger picture—the shared impact we can create. That subtle shift? It’s the difference between asking and inspiring. Between pitching and partnering. One of my favorite examples is a client who struggled with fundraising for years. They were stuck in the cycle of “we need help.” But when we reframed their mission around opportunities for impact—and built stories around the lives their work touched—they didn’t just hit their fundraising goals. They doubled them. What changed? ✨ Their messaging became magnetic. ✨ Partners wanted to collaborate, not just contribute. ✨ Funders saw themselves as part of the story. It’s not just about what you’re asking for. It’s about how you’re inviting people into your mission. So, here’s my challenge to you: 👉 Stop writing proposals. Start writing possibilities. 👉 Stop chasing dollars. Start fostering alignment. 👉 Stop focusing on transactions. Start building relationships. Because when you lead with vision, you open the door to something far greater than money—you build momentum that transforms communities. How are you currently positioning your mission? Is your messaging unlocking doors, or holding you back? ----- Hi, I’m Shannon—a nonprofit consultant, fractional fundraiser & marketer, and proud mom of autistic twins. As a certified human rights advocate, I’m all about making sure every voice is heard. Imagine fundraising as a road trip: you’ve got the destination, and I’m here to help you navigate the route, dodge the bumps, and keep the journey exciting. From creative strategies to real talk about what works, I love diving into conversations that spark change and keep you moving forward. Let’s connect! Send me a message, and let’s see how we can fuel up your fundraising journey together!

Most donor segmentation is cosmetic. Different ask amounts. Different names on the letter. Same message. Same mistake. Here’s the truth: A $25 donor isn’t a junior major donor. They’re motivated by different things. They need a different experience. Here’s how smart fundraisers segment: 𝗚𝗲𝗻𝗲𝗿𝗮𝗹 𝗱𝗼𝗻𝗼𝗿𝘀 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗲𝗲𝗹 𝗶𝗺𝗽𝗮𝗰𝘁 They give because it feels good. So show them what their gift did—fast. 𝗠𝗼𝗻𝘁𝗵𝗹𝘆 𝗱𝗼𝗻𝗼𝗿𝘀 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗲𝗲𝗹 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗲𝗱 They’ve said, “I’m with you.” Now treat them like insiders. 𝗠𝗶𝗱𝗹𝗲𝘃𝗲𝗹 𝗱𝗼𝗻𝗼𝗿𝘀 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗲𝗲𝗹 𝘀𝗲𝗲𝗻 They’re testing you with that gift. What happens next decides everything. 𝗠𝗮𝗷𝗼𝗿 𝗱𝗼𝗻𝗼𝗿𝘀 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗲𝗲𝗹 𝗮𝗹𝗶𝗴𝗻𝗲𝗱 They don’t fund programs. They fund outcomes that match their values. 𝗟𝗮𝗽𝘀𝗲𝗱 𝗱𝗼𝗻𝗼𝗿𝘀 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗲𝗲𝗹 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿𝗲𝗱 Not guilt-tripped. Just reminded why they gave in the first place. Segmentation isn’t about slicing a list. It’s about shaping the experience. The best fundraising strategies don’t just know who gave. They know why. How are you speaking differently to each type of giver?

Your major donor just called and listed out all of their frustrations. You won't like what they had to say. It wasn't about money. It wasn't about competing priorities. It wasn't about the economy. It was about you. "They never told me what my gift accomplished," they said. "I gave $25,000 and got a form letter thank you. Then nothing for eight months." "When I finally called to ask about impact, they couldn't give me specifics. Just vague statements about 'helping the community.'" "I realized they didn't see me as a partner. They saw me as an ATM." ‼️ The organizations losing major donors aren't victims of donor fatigue. They're victims of donor neglect. ‼️ Your major donors don't leave because they can't afford to give. They leave because you can't afford to care. Pull up your major donor communications from the last year. For each donor over $10,000, ask: 👉 Did they receive specific impact reports tied to their gift? 👉 Did someone call them personally within 3-5 days? 👉 Did they get invited to see their impact firsthand? 👉 Did you ask for their input on organizational direction? If you answered "no" to any of these, you've got a problem. The most successful major donor programs I work with treat donors like investors, not transactions: 👉 They provide quarterly impact reports with specific outcomes. 👉 They invite donors to strategic planning conversations. 👉 They offer behind-the-scenes access to programs and leadership. 👉 They ask for advice, not just money. Your major donors aren't leaving because they don't care about your mission. They're leaving because you don't care about them. Fix your relationship problem before you blame donor capacity. Because in fundraising, how you treat donors after they give determines whether they'll give again.

Where Productive Fundraising Conversations Begin: Content First Fundraising does not begin when a fundraiser contacts a prospect. That happens a lot. One contact; end of story. Fundraising begins when a compelling concept (not a formal proposal) is put in front of a viable donor. The more that concept resonates with a prospect’s primary philanthropic purpose, the greater the probability of fundraising success. That means a great deal of forethought must be given to the development of content known to resonate with a donor or groups of donors. They are proving less inclined to give to institutions and more inclined to look across institutions to determine which are addressing issues they care most about – and giving the most to those that best define where their investments will lead to more robust outcomes. This is the new and growing reality of fundraising: content first. That means: ▫️ Strategic plans, to be truly strategic, must tie institutional aspirations to issues donors care most about ▫️ The search for new donors will be a matchmaking exercise, looking for those whose known passions align with one of the institutions top 3-5 objectives ▫️ If the potential for alignment is murky or unknown, the first outreach from the organization must be a discovery interview, not a pitch ▫️ If a tentative alignment is reached, only then can a philanthropist be characterized as a viable prospect ▫️ Fundraisers or other institutional representatives should not approach those prospects without a concept that has a high probability of aligning with their interests ▫️ The approach should test whether theoretical alignment can me made concrete around a specific initiative, which should be presented at the drawing board stage in the form of brief draft document ▫️ If the prospective donor shows interest in the initiative, true fundraising can unfold as parties work together, usually over months, to convert an initial alignment into a gift agreement and the beginning of a productive partnership Attempting to raise more money in the face of mounting challenges, making the most of the fundraising talent at our disposal, and creating realistic fundraising expectations and performance metrics will require organizations to put content first.

If I had to give a brand new Gift Officer the path to success in one Linkedin Post: 📌 Define your portfolio. If it's been assigned to you, great. If not, go assign them yourself. Pick roughly 100 people who have given the largest, most recent gifts. Pick it and stick to it. Don't waste time wondering who you're going to reach out every day. It's not going to be perfect and you'll adjust over time. 📌 Start scheduling visits. Use this script: "Good morning, Bob. Kevin Fitzpatrick with Acme Nonprofit. The reason I'm reaching out to you today specifically is to scheduling a visit regarding our organization. How does next Tuesday at 10:00am look for you?" Be direct. Be clear. Don't waste their time. Use phone calls, text, and email. When someone doesn't respond wait 2 weeks and then follow up. (For context, I had about a 10% success rate with people I didn't know. So if you want to schedule 10 visits you'll probably need to make at least 100 attempts.) 📌 The Visit! Don't make RAISING MONEY be your goal. Have the goal be to serve each donor well. Ask lots of questions and listen. This is your fundraising super power. Here are some examples: "What's caused you to give so generously to Acme Nonprofit?" "What are your top giving priorities?" After you've learned as much as you can about them... "Would it be alright if I told you a little bit about what we're doing today?" Then keep your presentation very short. They'll ask questions if they want to know more about something. If they are ready to help now, ask them for a gift: "Bob and Sue, I'd like you to consider a gift of $10,000 to Acme Nonprofit that you could fulfill at any point this year." They are most likely not going to give you an answer on the spot. Before you leave the visit, ask them... "When would be a good time for me to follow up with you?" If it's not a good time to ask for a gift, make sure you have some clear next step that they can look forward to. That might include an invite to an event, a tour of your facility, or an introduction to another team member that might be of interest to them. 📌 After the Visit Write them a handwritten thank you note! No one does this. Separate yourself from everyone else immediately. When it's time to follow-up, simply call them and ask, "Sue, have you had time to consider a gift to Acme Nonprofit?" This is the basic framework. Success in major gifts comes from scheduling visits every day, being in front of your donors as often as possible so that you can get to know them, and occasionally asking for a gift. It takes a long time to get good at this. Start getting some practice in today! #OneVisitAway #nonprofits #philanthropy #MajorGiftMillions

If I was a new fundraiser at a small shop ($100,000 - $1,000,000 in annual gifts) this is what I'd do in the first 30 days. 1️⃣ Run a list of your LYBUNTs & SYBUNTs These are your warmest next prospective donors. Don't let them become forgotten. 2️⃣ Begin building out your top 150 donors who have the affinity AND capacity to make a major gift. (Again every org calls a major gift something different, but most small shops should be in the $25,000+ range) 3️⃣ Call every donor who has given $500 or more. (This is relative to your average gift size so it can vary) Personally, I'd try and call every donor, but in the essence of time a dollar limit can be set. ➡️ Introduce yourself ➡️ Thank them for their support ➡️ Ask them about their story on what motivates them to support the cause ➡️ Listen 4️⃣ Setup an in person meeting with every donor who's given $1,000 or more in a year. (Again relative to the size of your org) ➡️ Introduce yourself ➡️ Thank them for their support ➡️ Ask them about their story on what motivates them to support the cause ➡️ Listen 5️⃣ Have 3 compelling stories in your back pocket on how donor gifts have made an impact in the cause. You are a story teller, so stack your deck 6️⃣ Big asks require big ideas. You can't ask for a $1,000,000 gift if you don't have a $10,000,000 vision for the work your cause accomplishes. Understand the history and future vision of your organization and how it will be laid out. If you don't have one, you're not thinking big enough. 7️⃣ Get to know your board and key stakeholders. Meet them in person. They're your advocates & cheerleaders so know them on a personal level and ask them how they would like to be involved and support your efforts. 8️⃣ Notice I never mentioned organize a gala, host a golf tournament, have a draw down, or auction. Your time is valuable and events will distract you from what actually drives major gifts 👉 meeting with donors who have an affinity to your cause and building a vision for a gift WITH them that they can feel a level of ownership to commit to. In a small shop, you will have a multitude of other responsibilities come up, from annual fund to annual reports, which is why focusing on the most important activities in the beginning is critical. That should get any new fundraiser off to a great start in their first 30 days. What would you add? #fundraising #philanthrovising #chraritablegiving