Fundraising Basics

If you’re new to fundraising, it can feel overwhelming. Where do you start? Who do you ask? How does it work? What if they say no?

 

Fundraising is about inviting others to support a cause or help solve a problem in their community.

 

Step 1 - Be Clear on Your Mission and Impact

Before asking anyone for support, you need to be able to answer:

 

• Who are you helping?

• What problem are you solving?

• What changes because of your work?

 

A good rule of thumb is the “cocktail party” test – if your donor can’t explain in 30 seconds or less what they are supporting, your message is too long, complicated, or unclear.

 

Instead of “we run programs,” say “we help 200 students graduate each year.”

​

Step 2 - Understand Fundraising Strategies

When it comes to philanthropy, there are four primary strategies:

Special events - The most common starting point, but also the least efficient. Great for awareness, not for sustainability.

Grants – Competitive and slower, but a good place to start if you meet funder criteria.

Annual appeal – Broad-based mail, email, or social media. Great for building your donor base.

Major gifts – Relationship-based, one-on-one conversations and personal solicitations. This is where most sustainable funding comes from.

 

Step 3 - Find Your People

Many beginners assume fundraising means asking a group of strangers to give. It doesn’t.

 

Strong fundraising starts with connection, not requests.

 

Start with those who already have a connection to your mission - those who care about similar causes, attend similar events, or give to similar organizations.

 

Start compiling a list of 20-50 individuals or organizations. Before you make an ask, reach out and start a conversation. Learn what they care about, about their values and priorities.

 

Step 4: Make a Clear and Confident Ask

This is where many beginners get stuck. When you ask, be:

 

• Specific amount and purpose

• Clear about what their gift will do

• Direct

 

Example:
“Would you consider a gift of $1,000 to help us provide meals for 50 families this month?”

 

Then be quiet.

 

Seriously.  The silence will feel awkward.  Resist the urge to fill it.  Let your donor think and respond.  Confidence in your ask shows that you believe in your mission.

 

Step 5 - Say Thank You Like You Mean It

Gratitude is one of the most powerful and overlooked parts of fundraising.

 

Thank every donor for their gift within 48 hours, thoughtfully and specifically. A thoughtful thank you can be the difference between a one-time donor and a lifelong supporter.

 

Step 6 - Stay Connected, Not Just When You Need Something

Many non-profit professionals mistakenly believe that receiving the gift is where the relationship ends. But, for the donor, that is the beginning of the relationship.

 

Don’t disappear after receiving a gift.

 

Keep donors engaged by sharing updates and results, telling stories of impact, and inviting them to see your work. This ongoing communication builds trust and makes future asks easier.






 

 

​