Why Great Nonprofits Don't Chase Donors

Dear fundraisers,

If you spend enough time around nonprofit leaders, you'll eventually hear someone say it…

"We need more donors."

It sounds reasonable. In fact, it sounds strategic. More donors should mean more revenue, more stability, and more impact. But I've started to wonder if that's actually the wrong goal.

Because when organizations become obsessed with finding new donors, something subtle begins to happen. Every conversation becomes a prospecting opportunity. Every event becomes a lead generator. Every new face is evaluated for giving potential before they're ever welcomed into the community.

Without meaning to, we stop building relationships and start chasing transactions. That’s not how great fundraising works.

Some of the healthiest organizations I've worked with don't spend nearly as much time asking, "How do we find more donors?" Instead, they ask a different question: "How do we become the kind of organization people want to belong to?"

Those two questions produce very different fundraising cultures. One assumes generosity is something you have to pursue. The other assumes generosity grows naturally when people experience trust, connection, and purpose.

I've watched organizations spend thousands of dollars on prospect research, wealth screenings, and acquisition campaigns while overlooking the people who already know, love, and believe in their mission.

The volunteer who's been showing up every month for three years. 

The attendee who's never missed an event.

The program participant who tells everyone about your organization.

The board member who has never been asked to introduce a friend.

The donor who has faithfully given $100 every year for a decade but has never been invited to coffee.

These aren't missed donations. They're missed relationships.

That's an important distinction.

Relationships don't become valuable because someone gives. People give because they already feel connected to the relationship.

Somewhere along the way, many nonprofits adopted a sales mindset. We built donor pipelines, prospect lists, acquisition strategies, and conversion metrics. Those tools can absolutely be helpful, but they're only as good as the philosophy behind them.

If the philosophy is, "How do we get money from people?" donors can feel it.

If the philosophy is, "How do we build a community people are proud to invest in?" they can feel that too.

There's a reason some organizations seem to attract generosity almost effortlessly. It isn't because they have wealthier supporters or better marketing. It's because they've created an environment where people feel seen, appreciated, and connected long before anyone asks for a gift.

Their events don't just raise money. They build friendships. Their newsletters don't just report outcomes. They reinforce belonging. Their volunteers aren't simply filling shifts. They're becoming ambassadors. Their board members aren't just governing. They're introducing neighbors, colleagues, and friends because they genuinely believe in what the organization is building.

Notice what all of those examples have in common. None of them begin with fundraising. They begin with community.

Ironically, that's what makes them exceptional fundraising strategies.

I often tell clients that fundraising is simply the natural byproduct of a thriving culture of philanthropy. When people feel connected to your mission, respected by your leadership, and valued as part of your community, generosity becomes a much easier decision.

Not inevitable. But natural.

That doesn't mean organizations should stop inviting new donors into their work. Growth matters. New relationships matter. But the best organizations I've encountered don't spend their energy chasing people. They spend it creating experiences, relationships, and cultures that people naturally want to join.

The difference may sound subtle, but it changes everything.

One approach asks, "Who else can we ask?" The other asks, "Who else would want to be part of this?"

I'd argue the second question is infinitely more powerful. Because people don't become generous simply because you found them.

They become generous because somewhere along the way, they stopped feeling like prospects and started feeling like they belonged.

And belonging has always been philanthropy's greatest competitive advantage.

Sincerely,

Queers

Queer For Hire provides fundraising support to Queer nonprofits, LGBTQIA+ cultural competency to straight-led organizations and corporations, and individual coaching for Queer professionals.

Learn about our Fundraising Services <here> – we’ll lead or support your fundraising efforts, whether you need general support or want to focus on raising money from and for the LGBTQIA+ community.

Learn about our Fundraising Trainings <here> – we can coach your board, staff, and fundraising team on how to fundraise and how to engage LGBTQIA+ donors.

Learn about our other services <here> or our resources <here>.