Summary of this Fundraising Training
Most grassroots fundraising begins with relationships, not strangers.
Large nonprofits often fundraise for years from an existing donor list. If you do not have a list like that, start with the people you already know.
Make a simple list of friends, family, and professional connections.
Reconnect when needed, share your work clearly, and make a respectful ask.
Ask supporters to introduce you to others who may care about your mission.
Last week we talked about confidence. This week, I want to share another foundation of successful fundraising:
Start with who you already know.
When you are starting a program or trying to grow it, you will usually have the most success in fundraising by starting with the relationships you already have.
Large nonprofit organizations sometimes have databases with thousands of names of past, present, and potential donors. In those organizations, development officers (the people who do fundraising) may work from that list for years.
But if you do not have a big donor database, you are not stuck. You simply start in a different place.
You start with your own relationships.
This approach is sometimes called fundraising with friends and family, but it can include many kinds of people who already know you personally or professionally.
Make a list of people who already know you.
Do not underestimate this step. A written list makes fundraising feel clearer and more possible. Think widely. Include people such as:
- family members and extended family
- friends and neighbors
- coworkers (past and present)
- community members
- people you knew many years ago (classmates, former colleagues, former neighbors)
- local politicians or civic leaders
- business owners
- church leaders or other community leaders
- anyone who knows you because of a personal or professional connection
Write a comprehensive list. Don’t keep people off the list because you think they won’t give. Don’t make any judgements yet on who shouldn’t be on your list. Write down everyone!
Decide what feels appropriate.
Next, determine who you can connect with from this list. Sometimes it is appropriate to ask someone to support your work. At other times it is not.
You must decide what feels wise in your context and your relationships.
As you make these decisions, try not to filter yourself too quickly. Do not decide who can give based on your assumptions. Sometimes we underestimate someone’s financial capacity, and sometimes we take away an opportunity for someone to contribute simply because we did not ask.
Also remember that many small gifts can add up to real support over time. Do not underestimate the power of consistent, modest donations.
Finally, if you feel intimidated to ask, remember that you are fundraising for your community, not yourself. You are not fundraising for yourself. You are representing a mission and a community you care about, and you are inviting others to help make that impact possible, even if you receive a salary for your work.
You are a bridge between two groups: your community and people outside your community who may want to help. That is what a fundraiser does.
When fear rises, remind yourself: this is not personal begging. This is leadership and advocacy for your mission, and you are giving someone a chance to be part of meaningful impact.
One important note: it is usually not appropriate for an organization to require employees to fundraise from their friends and family. This should be a choice. It may be a choice for the founder, for board members, or for staff members, but it should never be forced.
So now that you have made a final list of your relationships that you can connect with to fundraise, it is time to reconnect.
Reconnect before you ask (when it has been a while).
If it has been a long time since you spoke with someone, reconnect first. You can do this in person or online. A simple message is enough:
“Hello ___, I hope you are doing well. I wanted to reconnect and share a little about what I have been working on.”
Often, reconnection opens a door. It reminds people of your relationship and helps the conversation feel natural.
Keep personal time and fundraising time separate.
When you are spending time with friends or family for personal reasons, do not bring a fundraising ask into that moment.
If you want to ask for support, make it clear that you are asking for a separate conversation. You might say:
“Could we schedule a short time to talk? I would love to share what I am working on and ask for your support.”
This helps protect the relationship and makes your communication clear.
Make a clear, respectful ask.
When it is time to ask, be clear and respectful. Also prepare yourself to hear “no” sometimes. Do not let a “no” offend you, harm the relationship, or discourage you.
It helps to separate:
- your personal relationship with the person, and
- your professional role as a fundraiser
You can even say something like: “No matter what you decide, I value our relationship and I am grateful you took time to listen.”
Do not assume people are not interested.
Do not assume friends and family do not care, do not want to support you, or cannot contribute. Often, people who know you have a real desire to help you do the work you care about. Even if they cannot donate money right now, they may be able to:
- share your message
- introduce you to someone else
- give advice
- volunteer in a small way
- offer a skill (design, printing, translation, bookkeeping, etc.)
Ask for introductions.
A powerful next step is to ask: “Is there anyone else you think would care about this work?”
Introductions help you move from your current relationships to new relationships in a natural way. This can happen in person or online.
Your next step:
- Write down 25 names of people who already know you (personal and professional).
- Choose two people to reconnect with this week.
- Share a brief update about your work, then make a clear ask for support.
- Ask each person: “Is there anyone else you think would be interested in what we are doing?”
Small steps, repeated over time, can build a strong base of supporters.
Do you need more help?
If you want more support than this free training, the Cultivate Empowerment Program includes fundraising training, practical tools, and coaching.