As a fundraiser, I have never felt like there was enough time to get everything done. I’d often start the day with the best of intentions, focused on raising money and cultivating donor relationships—the "main thing" in our work. But then, other tasks would creep in: emails, scheduling, reports, and urgent but less critical projects. Over time, I learned to shift my approach, adopting strategies that helped me stay focused on what truly matters while keeping everything else under control. Here’s what I discovered that transformed my productivity and mindset.

One of the biggest lessons from recent years is how much technology can simplify donor engagement while saving time. Here are my go-to virtual tools and strategies:

Zoom for Donor Meetings

• Use Zoom (or a similar videoconferencing software) for efficient 1:1 major donor conversations. A video call can create a personal connection without the time and cost of travel. Many donors appreciate this since it is saving the organization money.
• Coordinate small group meetings with donors and organizational leaders, like the president or executive director. These virtual roundtables help build relationships while respecting everyone's schedules.

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Blast Emails That Feel Personal

• Take advantage of bulk email that looks more like a simple Outlook or Gmail email to set up discovery visits or follow-ups. Crafting messages that feel personalized (even in bulk) increases your response rates and saves you hours compared to calling donors individually.

When my boss at The University of Southern Mississippi Foundation asked me to develop my goal for next year’s annual fund, I leaned into my expertise with spreadsheets and data. Piece by piece, I built a realistic projection for what we could raise through direct mail, email marketing, and our phonathon. Confident in the numbers, I presented them to him, and he was skeptical because the figure was three times more than the previous decade of annual results.

He suggested revising the estimate to a modest 10% increase, but I firmly stood by my projections, stating they were my low-end projections. He challenged me by saying, “If you hit these numbers, I’ll let you put a pie in my face.” We formalized the bet with a signed contract displayed in the office, which became a motivator for the team.

As the year unfolded, the energy around this goal grew. Even as we processed triple the usual number of gifts, everyone rallied around the challenge. My projections were so accurate that our phonathon came within $100 of my estimates, proving the strategy worked.
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At a faculty and staff event marking the year’s end, we celebrated with the promised pie-in-the-face moment. My boss, albeit wearing protective gear, took the pie as I reveled in knowing that meticulous planning and confidence in my expertise led to such a monumental achievement.

As we enter a new year, the promise of fresh opportunities is balanced by the practical need to set realistic projections. For nonprofit professionals, this is a pivotal step in crafting a fundraising strategy that not only meets but exceeds organizational goals. Even if you are on a July - June fiscal year, now is the time to planning and projecting because you will likely need to lobby for budget resources in February or March for the upcoming new fiscal/academic year.

But let’s start with some clarity: a goal is a desired end state – what you hope to achieve. A projection, however, is an educated calculation based on data and trends – a tool to guide your way.

While these terms are related, their distinctions are critical. In healthy organizations, projections should drive goal setting. Yet, many of us have faced the challenge of working under arbitrary or unrealistic goals set without a solid foundation in data.
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So, how do you ensure your projections are both reliable and actionable? Let’s dive into how to create, use, and leverage them to empower your program and set yourself up for success.

Whether your organization has given you a set goal or you have the freedom to build it, projections are indispensable. Even if the target feels unattainable, projections are worth your time because they:

1. Pinpoint the Shortfall
   By analyzing past performance and calculating realistic returns, projections can reveal where your program may fall short. This allows you to identify gaps, explain challenges to leadership, and show with data why certain outcomes are unlikely.
2. Identify Opportunities
   Projections force you to look at each segment of your program, which might reveal untapped opportunities. Is there a new group to solicit? A fresh strategy to implement? These insights can help you stretch toward your goal, even if it initially feels out of reach.
   
3. Tell a Story to Advocate for Resources
   When your projections highlight the potential for growth with additional resources, they become a lobbying tool. Imagine presenting leadership with clear evidence: “If we invest X dollars in this program, we project an increase of Y dollars in revenue.” This positions you as a forward-thinking fundraiser who makes decisions based on data, not guesses.

I remember the feeling of confidence I had going into 2020. I had been in the fundraising field for over 15 years (full-time), and at the time, I thought I had most things figured out. I would have confidently made broad, sweeping predictions about the future. And, as we all know, I would have made a complete fool of myself. Because everything we thought we knew was turned upside down by the global pandemic just a few weeks later.
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That humbling experience taught me a critical lesson: predicting the future isn’t about certainty; it’s about curiosity. It’s about studying trends, tracking the breadcrumbs, and embracing flexibility. As we look toward 2025, the nonprofit fundraising landscape continues to evolve, shaped by technology, shifting donor expectations, and global economic conditions. Here are a few trends to watch and how they might reshape the way we fundraise:

Gone are the days when a generic email blast could sustain your donor base. Modern donors expect nonprofits to know their preferences, interests, and giving history. This shift demands a deeper investment in donor data and segmentation strategies.
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What this looks like in practice:

• Personalized video messages from organizational leaders thanking donors for specific gifts.
• Tailored campaigns that reflect the donor’s passions – think targeted appeals for programs they’ve supported in the past or issues that align with their values.
• Leveraging AI to analyze donor behavior and suggest optimal engagement strategies (more on AI below).

AI has moved beyond being a buzzword – it’s now a practical tool reshaping nonprofit fundraising. From automating administrative tasks to analyzing donor data, AI is helping fundraisers work smarter, not harder.

Emerging applications in fundraising:

• Predictive analytics: By analyzing historical data, AI can identify which donors are likely to upgrade their gifts, lapse, or respond to specific campaigns. This enables fundraisers to act strategically and proactively.
• Content generation: Tools like ChatGPT can help draft compelling appeals, social media posts, or event invitations, giving fundraisers a head start while maintaining their voice.
• AI-powered donor stewardship: AI tools can automate personalized thank-you emails, gift anniversary reminders, and touchpoints, ensuring donors feel appreciated without overwhelming staff time.

However, as AI becomes more prevalent, ethical considerations must remain at the forefront. Donor confidentiality is non-negotiable – organizations must carefully vet AI platforms to ensure donor data remains secure and private. Similarly, while AI can streamline processes, it’s no substitute for genuine, human connection. The most successful fundraisers will treat AI as a powerful enhancement to relationship-building, not a replacement for the trust and care that donors deserve.
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By prioritizing ethics, privacy, and authenticity, nonprofits can leverage AI responsibly while maintaining the integrity of their donor relationships.

With limited staff and growing expectations, nonprofits are turning to automation to streamline repetitive tasks. Automation allows teams to focus on what truly matters: building relationships and driving impact.
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What’s being automated:

• Email workflows for donor journeys, from onboarding new donors to lapsed donor reactivation.
• Social media posting schedules, freeing up time for engagement and content creation.
• Grant tracking and reporting processes, ensuring deadlines are met with minimal stress.

By automating these tasks, organizations can improve efficiency without sacrificing quality.

Donors today demand clarity on how their contributions are being used. Organizations that can clearly articulate their impact and demonstrate accountability will stand out in an increasingly competitive philanthropic landscape.
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How to show transparency:

• Detailed impact reports shared via email or social media.
• Real-time project updates through live streams or donor-exclusive newsletters.
• Open discussions about challenges, successes, and lessons learned.

Transparency isn’t just a nice-to-have; it’s becoming a baseline expectation for earning donor trust.

The way people consume information and interact with brands (including nonprofits) is constantly evolving. In 2025, expect to see growth in emerging channels like:

• Short-form video content offers bite-sized storytelling opportunities.
• Text-to-donate campaigns capitalize on the growing use of mobile devices for philanthropy.
• Virtual and hybrid events create global accessibility without sacrificing the intimacy of in-person connection.

Experimentation will be key here, and nonprofits that adopt a “test and learn” mindset will stay ahead of the curve.

The future of nonprofit fundraising is both exciting and daunting. The tools and strategies available today offer incredible potential to engage donors in meaningful ways – but only if we approach them thoughtfully. As we navigate these trends, let’s remember the lessons of the past: stay adaptable, keep learning, and never forget that at the heart of every fundraising effort is a desire to connect people with purpose.

What trends are you seeing in your work? Let’s keep the conversation going in the comments!

​Cheers!

As we turn the page to a new year, it’s the perfect time to reflect on the incredible impact your donors have made on your organization. Donor appreciation isn't just about wrapping up last year's success - it’s about laying the groundwork for lasting relationships that will sustain your mission well into 2025 and beyond.
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In nonprofit fundraising, donor retention is key. It’s much easier (and more cost-effective) to retain a donor than to acquire a new one, which is why a thoughtful approach to showing gratitude can be a game-changer. Starting the new year on a note of appreciation can make all the difference in keeping those relationships strong. Here are six creative and practical ways to show your gratitude this New Year:

Instead of sending out traditional holiday cards, why not opt for a New Year’s card? It’s a great way to stand out, especially since January mail isn’t competing with the December rush. At my current institution, where we serve a multi-religious community, we steer clear of specific religious holiday cards, but New Year’s cards offer a respectful and inclusive option.

This isn’t just about sending a card; it’s about showing donors they’re valued as you enter a fresh chapter. By sending a message of gratitude and well wishes for the year ahead, you remind them that their support is crucial to your mission’s success.

Why It Works: A New Year’s card avoids the crowded December mailbox, acknowledges diverse traditions, and sets a positive tone for the year ahead.

Giving Tuesday 2024 is officially in the books, and I’m thrilled to share what worked for us this year! The seminary I work for has participated in Giving Tuesday on and off for almost a decade, but this year, we took bold steps that paid off in a record-breaking campaign.

​Spoiler alert: We set a $20,000 challenge match - our highest ever - and not only met it but exceeded it, raising $40,000! (We even used a strategic extension to cross the finish line - more on that later.)
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Whether you’re looking for fresh ideas or want to refine your strategy, here’s what made our campaign a success:

Challenge matches are a must-have in your Giving Tuesday toolbox. This year, our $20,000 match created a sense of urgency and gave donors an irresistible reason to give.

Why It Worked: It answered the critical question, “Why should I give today?” A generic “it’s Giving Tuesday” doesn’t cut it anymore because every nonprofit is vying for attention. A match is specific, exciting, and makes donors feel like their gift has double the impact.

I was at home alone, except for a beagle and my 3-year-old daughter. The tornado siren had been sounding for hours, but there wasn’t even any rain. Annoyed by the constant noise disrupting my daughter’s nap, I was ignoring it when suddenly the weather shifted. It started raining, and a weird pressure filled the house. I checked Facebook and saw someone post that a tornado was nearby.

Quickly, I grabbed my daughter and ran to the hallway. The moment I tried to shut the door, the doorknob flew out of my hand. What followed was the longest 90 seconds of my life.

That tornado, an EF-4, ripped through my town and the university campus where I worked. Our yard, once filled with towering pine trees, was reduced to just two. Some of our neighbors lost their homes entirely. The University of Southern Mississippi, where I worked, was devastated. Over 100 trees, including our gorgeous live oaks, were gone. The alumni house looked like it had been bombed, and pieces of the Spanish tile roof ended up in our laundry room, half a mile away. Amazingly, no one perished in that tornado.

At the time, I was juggling three jobs—my regular position, a new role I’d been promoted into, and an interim job. On top of that, I was living with a co-worker while trying to move out of a rental house our landlord refused to make livable after the storm. It was a tough time, to say the least. And yet, we managed to get things on track and raised a significant amount of money for relief and recovery.

This experience taught me a powerful lesson: Disaster preparedness is as essential for nonprofits as it is for households. Too often, strategic plans overlook the fact that things will go wrong. And as we’ve seen from the pandemic, being unprepared can put your mission at risk.
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Disaster preparedness isn’t often at the top of the priority list for nonprofits, especially small organizations with limited resources. Yet, as my experience with the tornado showed, disasters can strike without warning, threatening not only your physical office space but also your ability to fulfill your mission. Whether it’s a natural disaster, a global pandemic, or an unexpected organizational crisis, you must have a plan in place to ensure your operations remain resilient in times of uncertainty.

​In the wake of disasters, nonprofits often become lifelines for the communities they serve. But what happens if the nonprofit itself is impacted by the disaster? Having a comprehensive disaster plan allows your organization to continue operating, fundraise effectively, and even provide relief assistance if necessary. It also ensures that you’re protecting your employees, stakeholders, and the assets of the organization.
Disaster preparedness means thinking ahead. You should have protocols not just for physical safety but also for operational continuity, communication, and financial stability.

One effective way to prepare for disasters is by incorporating a Risk Assessment Matrix (Credit to Logos Consulting Group, NY) into your planning. This tool allows you to assess various potential risks by weighing both the likelihood of the event occurring and the impact (or magnitude) it could have on your organization.
Here’s how the 5x5 Risk Assessment Matrix works:

• Likelihood: This axis ranks how probable it is that the disaster will occur (ranging from rare to almost certain).
• Magnitude: This axis measures how severe the impact of the disaster would be, from insignificant to catastrophic.

For example, a likely hurricane in a coastal city would have both a high probability and potentially catastrophic impact. By plotting these factors on the matrix (as shown in the graphic), you can prioritize which risks to focus on and develop targeted plans accordingly.
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For any potential disaster that ends up in the red zone, you will need clear, written plans and protocols, because these eventualities are high in both likelihood and potential catastrophic impact. For example, significant hurricane damage on the Gulf Coast is likely inevitable at some point (meaning you will almost certainly need those protocols) and likely to have a magnitude of impact that significantly damages your organization’s ability to function.

​A risk matrix can be customized to your nonprofit’s specific operations. Whether you’re facing hurricanes, earthquakes, or cyber-attacks, you’ll want to know what could go wrong and how severe the consequences might be. This helps inform everything from physical safety protocols to safeguarding data and ensuring operational continuity.

​Here’s a disaster preparedness checklist to ensure your nonprofit is ready to navigate any disruptions:

​Every region has its likely threats. For example, in California, earthquakes are a primary concern, while the Gulf South prepares for hurricanes. The Midwest preps for tornadoes – “we’re not in Kansas anymore, Toto”. Flood, fire and active shooter situations can happen anywhere. Use the risk assessment matrix to identify and rank the most probable disasters in your area.

​If your nonprofit is small to medium-sized, especially without an endowment, consider allocating a specific portion of your budget toward emergency savings, just as  families should. These funds can help cover immediate costs when disaster strikes and can be vital for long-term recovery. 

If one of your key staff members is unable to work after a disaster, what happens to their essential tasks? Cross-training is crucial for maintaining operations during a crisis. Every major task in your office should have a primary person responsible and a backup person who knows how to do it. For example, if only one person knows how to send out mass email communications and their home is destroyed in a tornado, how will you communicate with your constituents?

​Document these processes and ensure that each employee’s backup knows the ins and outs of their role. This way, your nonprofit can continue to operate, even if key personnel are unavailable.

​Ensure that all critical data is backed up regularly in both cloud-based storage and on physical drives that are stored off-site. If a disaster takes out your office and disrupts internet access, having physical backups of essential files will help you recover faster.

​Conduct team reviews of disaster preparedness protocols at least annually, but preferably every six months. For example, during one of our office-wide safety reviews, we discovered a back staircase that half the staff didn't know about, which could be critical in case of an active shooter or fire. You’ll be on-boarding new employees all the time and these meetings play a big role in ensuring everyone understands the safety procedures.

Keep a phone list of all employees’ cell numbers and key partners/vendors. Update this list at least twice a year and ensure that both digital and physical copies are available. You want to be able to reach your team quickly if normal office phone lines are down, and your team will need to reach leadership and each other.

​Ensure all employees have access to the necessary tools and technology to work remotely. This includes laptops, essential software, and communication platforms. The COVID-19 pandemic revealed that many organizations were not prepared for remote work, and this caused serious disruptions. Don’t let that happen to you in the next crisis, whatever it might be.

When a disaster strikes, the demand for nonprofit services often skyrockets, and with that, so does the need for financial support. Having a plan in place for post-disaster fundraising is essential for ensuring your organization can continue to meet the increased needs of your community.
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Here are a few strategies for effective fundraising in the wake of a disaster:

Whether the disaster impacts your nonprofit directly or the community you serve, having a pre-set disaster relief fund ready to go can expedite your ability to raise and distribute critical resources. Establish a fund now so you don’t struggle setting it up in a crisis. Make sure your team knows how to pivot from regular fundraising campaigns to emergency campaigns when needed.

Make sure your messaging is empathetic and focused on the immediate needs at hand. Communicate how your organization is impacted and how donors can help provide relief, recovery, and future stability. The rule is keep your donors near, dear, and clear: Meaning, be in swift communication (near), let them know you appreciate their support (dear), and provide clarity on the needs of the situation (clear).​

Review current and upcoming campaigns to ascertain whether they are appropriate in light of the current disaster. You may need to pause certain campaigns or pivot your messaging entirely to address immediate concerns. 

​Fundraisers and marketers must review scheduled materials during a crisis. A message that seemed relevant and positive before a disaster may become inappropriate or tone-deaf after the fact. For example, many organizations were caught off-guard when planned giving newsletters went out at the start of the pandemic, with language that unintentionally hit a wrong note. Also, blocking certain ZIP codes from out-going solicitation pieces may be necessary to be compassionate during a disaster. Ensure someone is assigned (along with a backup) to review all pre-scheduled content.

​Collaborate with larger organizations, local governments, or coalitions to enhance your relief efforts. If possible, be in communication beforehand if these are organizations you would need to work closely with on a potential disaster that is high for likelihood and potential catastrophic impact on the risk matrix (the red areas). These partnerships can help you access more resources, extend your reach, and improve donor confidence.

Nonprofits play a vital role in communities, especially during disasters, natural and otherwise. Prepare for emergencies with tools like the risk assessment matrix and follow this disaster preparedness checklist. These steps will help your organization respond quickly and effectively, ensuring that your mission can continue no matter what comes your way.

Prepare now. Don’t wait until disaster strikes—start building your plan today.

What steps has your nonprofit taken to prepare for disaster? Are there tips I missed? Let me know in the comments below!

Cheers!

I couldn’t stop crying. A holiday party hosted by a colleague was starting in about an hour. I’d love to say that I hadn’t felt like this before, but I had. But, this time, it wasn’t postpartum depression or difficulty dealing with isolation during COVID. This time, I knew I had careened directly into a wall called burnout.
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My introvert husband volunteered to go alone in my stead. I was so grateful. He would say I had a headache, which after all the tears was true. I retreated to my bed. I was so embarrassed that I could not pull myself together, especially since my expertise was relationships.  

I had sold a house, bought a house in a new town, began going into an actual office again after being a remote employee for 8 years, hired an entire team, and was juggling what seemed like 18,000 competing demands of fundraising for an institution that needed much more than they had in the donor pipeline. I had no friends outside of work in my new town and I had high blood pressure (literally). Even after many months, my house still looked like a storage unit and we lived in the rabbit trails between stacks of boxes that I had neither the time nor energy to unpack.

At the time, did I think that something needed to change about my new life? No, I blamed myself for not adjusting well, for not keeping up, for what I perceived as the gap between my public performance and my real life.

I’m now back to my previous remote fundraising position, mixing travel with Zoom meetings. And my energy and zeal for work has made a dramatic comeback. I have a broader network locally than I did before, with time to take walks with a friend most mornings, teach poetry and dance, write this blog and make TikTok videos, and go to yoga classes. My house is a comfortable place to be most days. And I’m raising more money than ever!
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Burnout is more than a buzzword. It is a genuine crisis, not just for the individuals experiencing it, but for the organizations that depend on their energy, creativity, and dedication. And when burnout leads to turnover, it’s more than just a human resource issue; it’s a threat to your nonprofit's ability to build lasting relationships with donors and, ultimately, to its financial sustainability.

Burnout is that creeping exhaustion that makes you dread the next meeting, the next phone call, the next donor visit. According to a report by the Center for Effective Philanthropy, 69% of nonprofit leaders are worried about burnout among their staff. And why wouldn’t they be? Nonprofit work environments are often high-stress, resource-strapped, and emotionally taxing – conditions ripe for burnout.
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What’s alarming is that this isn’t just a leadership problem. Across the board, from entry-level staff to executive directors, burnout is taking its toll. A survey by Nonprofit Hive found that 77% of respondents reported feeling completely burned out, with 20% admitting they were "crispy" – right on the edge of burnout. This isn’t just a bad day at the office; it’s a systemic issue that’s been brewing for years.

Burnout doesn’t just lead to unhappy employees; it leads to turnover. And in fundraising, turnover is more than just a logistical headache – it’s a financial disaster waiting to happen. When your fundraiser leaves, they don’t just take their expertise with them; their leaving disrupts and derails the relationships they’ve spent months or even years cultivating.

Consider this: A Council for the Advancement and Support of Education study on principal gifts at colleges and universities found that more than half of $1 million+ donors had relationships with the institution lasting between 11 and 40 years. On average, it takes nearly 20 months from the initial conversation to the moment a principal gift is booked. Now, imagine the damage that occurs when a key fundraiser – who’s only been around for 16-18 months – leaves before they can seal the deal. The impact on your bottom line is clear, but the real loss is the relationship that never had the chance to fully develop.
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A 2022 analysis by Ruffalo Noel Levitz of over 3,000 major givers further underscores this point. Before making their first $25,000 gift, donors typically spent an average of 11.9 years as supporters, made 13.8 gifts, and had been giving for over 7 years. These numbers tell us one thing: major gifts and especially principal gifts don’t happen overnight. They’re the result of long-term relationships built on trust, mutual respect, and consistency.

In far too many organizations, the response to turnover is to double down on goals, increase oversight, lean on metrics, and push employees even harder. In my opinion, this is the death knell of the 20th-century leadership model – a model built on command and control, where employees are expected to follow orders and meet targets, no matter the cost to their well-being.
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But here’s the thing: That approach doesn’t work anymore. In fact, it’s going to bite these organizations hard. High turnover rates disrupt the donor pipeline, making it nearly impossible to cultivate the kind of long-term relationships necessary for securing major and principal gifts. When fundraisers are constantly churning through roles, your organization is left in a perpetual state of starting over – losing momentum, missing opportunities, and ultimately, falling short of its mission.

It’s time for a change. The 21st-century workplace must be built on a foundation of trust, flexibility, and autonomy. This isn’t just the humane thing to do; it’s the smart thing to do for the health and viability of your fundraising efforts. Treat your fundraisers like the professionals they are. Give them the autonomy to manage their work, the flexibility to find balance, and the trust to build relationships with donors in a way that’s authentic and sustainable.
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When you create a workplace that supports people as people, you don’t just prevent burnout; you enhance your organization’s ability to thrive. Long-term relationships with donors are the bedrock of sustainable fundraising. By fostering a supportive, empowering work environment, you’re investing in those relationships – and in the future of your nonprofit.

So, how do we move forward? Here are a few strategies to consider:

1. Prioritize Work-Life Balance: Encourage self-care and provide resources to support mental health. Make sure your team feels empowered to take time off when they need it.
2. Set Realistic Goals: Be mindful of the pressure you’re placing on your fundraisers. Set goals that are challenging but achievable, and recognize when they’ve been met.
3. Invest in Professional Development: Support your fundraisers in their career growth. Offer training, mentorship, and opportunities for advancement within your organization.
4. Foster a Culture of Trust: Move away from micromanagement. Trust your team to do their jobs well, and give them the autonomy to make decisions.
5. Build Community: Create opportunities for your team to connect with each other and with leadership. This could be through regular check-ins, team-building activities, or open forums for discussion.

Burnout and high turnover aren’t just HR issues – they’re existential threats to the future of your nonprofit. But you aren’t powerless. By adopting a leadership model that prioritizes trust, flexibility, and autonomy, you can create a work environment where fundraisers thrive, long-term donor relationships are nurtured, and your organization’s financial sustainability is secured.

It’s time to leave behind the outdated command-and-control leadership model and embrace a new approach that recognizes the value of your people and the critical role they play in your mission. Let’s build a future where nonprofits aren’t just surviving but thriving – where fundraisers are supported, donors are engaged, and our communities are better off because of it.

QUESTIONS FOR YOU? Have you experienced burnout? Does your organization have high turnover? If so, why do you think that is? What else do you think can be done to keep good people in the fundraising and nonprofit sector (in a healthy way)? Let me know in the comments!
 
Cheers!​

​PS - If you’re loving the resources on Real Deal Fundraising, wait until you see what’s in my Etsy store! I’ve created a collection of digital products designed to save you time and help you bring in more money for your nonprofit. From ready-to-use templates to creative campaign ideas, these tools are crafted with your success in mind. Head over to Real Deal Fundraising on Etsy and take your fundraising to the next level – because you deserve to work smarter, not harder!

PPS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my monthly newsletter email, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

If you liked this post, you may also like these:

• How to Climb Out of Burnout
• Impostor Syndrome
• Building your Self Care Practice
• Do You Work for a 21st Century Institution?
• Why Nonprofits Shouldn't Sleep on IRA Rollovers

If you are not as chronically online as I am, you might not be familiar with TikTok Shop. However, as a nonprofit fundraiser, you should be. The nonprofit sector can learn many valuable lessons from this feature of TikTok about how to engage online with our supporters.

TikTok officially launched TikTok Shop in the U.S. in November 2022, marking a significant expansion of TikTok's e-commerce capabilities. The feature allows users to browse and purchase products directly within the app, integrating shopping with the platform's popular short-form videos.

But that doesn’t quite capture how seamless it really is. Picture this: You are scrolling through funny cat videos after all the work of the day is done. Before you notice it, you’ve stopped to watch someone apply moisturizing oil to their skin. You scratch a rough spot near your elbow and find yourself nodding as the person giving the video testimonial bemoans how much they dislike normal lotion, which leaves their skin feeling sticky. Suddenly, without leaving TikTok, you are on a sales page and two days later, your moisturizing oil arrives in your mailbox.
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Even as I was scrolling through my FYP (For You Page), my brain was wondering how we as nonprofit fundraisers could craft an online experience like this for our donors and, even more importantly, for future donors. Here are some defining features of TikTok shop that I believe could be incorporated into our nonprofit marketing and fundraising plans.

• ​TikTok Shop: TikTok Shop integrates e-commerce directly into the app, allowing users to browse and purchase products without leaving the platform. This seamless shopping experience reduces friction in the buying process, making it easier for users to make impulse purchases while still engaging with the content.
• Nonprofit Application: While currently there is no way to give directly to a nonprofit via the TikTok app, we can reduce the friction (number of clicks and starts and stops that it takes to complete a transaction) of our giving forms. Ensure that your donation process is as seamless as possible. A smooth, user-friendly donation process reduces barriers and makes it easier for viewers to support your cause on impulse.

Nonprofits can take inspiration from the world of e-commerce, such that making a gift of $50 becomes as easy and natural as buying a hair straightener on your phone. If we want a world where folks see a video about our cause and make a gift right then and there, we need to learn from businesses that have proven practices to make impulse purchases happen. The most important takeaway from researching TikTok Shop is that nonprofits should push beyond their strict branding guidelines to lean harder into authenticity. Produce fun and inspiring content featuring voices and faces that are relatable and authentic supporters of your nonprofit’s cause.
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I predict that nonprofit organizations that successfully adapt the strategies of TikTok Shop will thrive in the ever-changing digital landscape. This will happen by tapping into the power of real-time engagement, authenticity, and community-building. By leveraging live fundraising events, interactive content, and social proof techniques similar to those used in TikTok Shop, nonprofits can create dynamic and compelling donor experiences that resonate with modern audiences. These organizations will not only increase their reach and visibility but also foster deeper connections with supporters, leading to more immediate and sustained giving. As digital trends continue to evolve, nonprofits that embrace these innovative approaches will be better equipped to meet fundraising goals and maintain relevance in a fast-paced, online-driven world.

QUESTION FOR YOU? Have you utilized some aspects of TikTok Shop in your nonprofit's online marketing? We found that during the pandemic Facebook Live was a wonderful way for our president to continue to connect with our constituents in real-time. I'd love to try it soon for fundraising purposes specifically. What ideas do you have after reading more about TikTok Shop? Let me know in the comments.

​Cheers!

PS - If you’re loving the resources on Real Deal Fundraising, wait until you see what’s in my Etsy store! I’ve created a collection of digital products designed to save you time and help you bring in more money for your nonprofit. From ready-to-use templates to creative campaign ideas, these tools are crafted with your success in mind. Head over to Real Deal Fundraising on Etsy and take your fundraising to the next level - because you deserve to work smarter, not harder!

PPS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my monthly newsletter email, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is weekly curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

If you work for a small nonprofit like I do, you probably know that it's hard to find time to work on planned giving. Planned gifts don't usually help you reach that all-important year-end fundraising goal, and there's a lot of technical terminology that, as a new fundraiser, you may not feel confident in discussing with donors. In this article, I will give you lots of reasons why you should be promoting planned gifts, a feasible plan to get started, and help demystify some of the basic terminology.
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National Estate Planning Awareness Week (NEPAW), held annually during the third week of October, is a prime opportunity for nonprofits to highlight the importance of estate planning and the opportunities of estate gifts. The goal of NEPAW is to increase public awareness of the need for proper estate planning, which can benefit individuals and their chosen charitable organizations significantly. My hope is this article will spur you to prepare now to fully leverage National Estate Planning Awareness Week so planned giving leads come to you!

Donors make annual gifts from income. Donors make planned gifts from assets.

The connection comes because planned gifts usually come from your most loyal supporters not necessarily the wealthiest. This is why you should never undervalue annual gifts and you should have a consecutive year giving society to cultivate those donors and encourage loyalty.

Planned gifts are usually much significantly larger than annual gifts because they are made from assets accumulated over a lifetime. In fact, according to industry reports, planned gifts are typically 200-300 times the size of an average annual donation, underscoring their importance for long-term financial health of the nonprofits we work to support. Cultivate your annual donors and you will be surprised how willing they are to discuss a planned gift with you. That is their legacy to a cause that they have shown through many years of generosity means much to them.

Larger planned gifts rarely fall out of the sky from mysterious anonymous donors. The donors who will make the largest planned gifts your organization will ever receive are already in your database! And they are giving at much more modest levels than you expect. Strong stewardship of annual donors is the key to planned giving success. It takes a while, but the payoff is extraordinary. These are the folks that are here for your mission and invested in your organization’s long-term success.
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Now that you know who your planned giving prospects are, you can target educational messages about planned giving opportunities to them, meeting them where they are. Knowing that our best planned giving prospects are your nonprofit’s most loyal annual donors and fans, take the messaging to them on the same platforms you use for annual giving: mail, email, your website, and social media.

Many folks are unaware of the substantial benefits that planned giving can offer both to themselves and to the nonprofits they support. NEPAW provides an ideal platform to educate donors about the various forms of planned giving, including bequests and beneficiary designations. Planned gifts often provide significant tax benefits to the donor while offering a critical revenue stream for nonprofits. By focusing on the dual advantages of planned giving, nonprofits can attract more interest and commitment from potential donors. 

Demonstrating a well-organized planned giving program can significantly enhance a nonprofit's credibility. By displaying their expertise and commitment to planned giving during NEPAW, nonprofits can build trust with potential donors. This confidence is crucial, as donors are more likely to include organizations they trust within their estate plans. Providing clear, accessible information can demystify the process of planned giving and encourage more donors to consider it as part of their estate planning.

Whatever content you create for National Estate Planning Awareness Week can be repurposed throughout the year by designating another time as <<Your Organization>>’s Legacy Giving Week! Simply choose a date or week that resonates with your organization—perhaps a meaningful anniversary or milestone—but don't feel limited to that. You can pick any week that works best for your team and your supporters. Once you have those dates, swap out "National Estate Planning Awareness Week" with "<<Your Organization>>’s Legacy Giving Week” in your plan. This simple tweak allows you to maximize the impact of your carefully crafted materials and engage your community in planned giving conversations multiple times a year!

Tactic #1: Planned Giving Landing Page
Having a landing page on your website about planned giving opportunities doesn’t have to be complicated. You can start by just highlighting the two simplest, most common vehicles for planned gifts: bequests and beneficiary designations. But having some resources available on your website signals that you accept and encourage these kinds of gifts.

Tactic #2: Educational Campaigns
Nonprofits can launch educational campaigns during NEPAW to inform donors about the benefits of planned giving. These campaigns can include webinars and workshops but can also be as simple as informative content distributed via newsletters, emails, and social media. These campaigns can push your prospects to your landing page for more information and to contact your staff. Bringing the planned giving leads straight to your inbox.

Tactic #3: Partnerships
Forming partnerships with financial advisors, estate planners, and legal professionals can enhance the nonprofit's planned giving program. These partnerships can provide donors with the expert advice they need to make informed decisions about their estate plans. While there are lots of potential benefits, this strategy can be time-consuming if you don’t already know one of these professionals. It is worth putting these sorts of skills on your wish list for board members and volunteers though.

Tactic #4: Testimonials
Highlighting success stories and testimonials from planned giving donors can be a powerful way to inspire action. The absolute BEST way to do this is by crafting a donor profile of someone who has already set up a bequest or other planned gift to your nonprofit.

If you have a generous supporter in mind, reach out and ask if they’d be willing to share their story during National Estate Planning Awareness Week. Send them a few thoughtful questions and ask for permission to highlight their journey. Most donors will be thrilled to express their love for your mission and inspire others to give. Don’t forget to ask for a photo or two to accompany their story, and make sure they’re comfortable with sharing not just that they made a planned gift but also the amount. (Some donors are comfortable with one but not the other.)

Use this story strategically during NEPAW: share it as an extra social media post on Monday, include it in the Tuesday email blast, and feature it in the final Monday recap email of your campaign. Here are some questions to guide the testimonial:

• What do you love about <<your nonprofit>>?
• How did you start giving to our cause?
• What made you decide to set up this planned gift?
• What do you hope this gift will accomplish in the future?

​This approach personalizes your campaign and underscores the impact of planned giving through heartfelt, real-life examples.

BEQUESTS
Bequests are the simplest, most flexible, and most versatile way to ensure that donors can help nonprofits continue our work for years to come. There are numerous options when it comes to bequests:

• General Bequests are legacies left to certain people or causes that come from the general value of the estate, and are made by designating a specific dollar amount, a particular asset, or a fixed percentage of your estate to the cause of your choice.
• Specific Bequests are made when a particular item or property is bequeathed for a designated purpose. For instance, a donor could designate their bequest to fund a scholarship at a school or college.
• Residuary Bequests are made when a person intends to leave the residual portion of their assets after other terms of the will have been satisfied. (Residuary bequests can be general or specific.)
• Contingency Bequests allow a person to leave a portion of their estate to a particular charity if their named beneficiary does not survive them. (Contingency bequests can be general or specific.)

BENEFICIARY DESIGNATIONS
Making a nonprofit the beneficiary of some of their assets is an easy method for donors to support your organization. All they need to do is name your organization as a beneficiary to receive assets such as retirement plans and life insurance policies after the donor’s lifetime. The donor would simply fill out a form that is entirely separate from their will—which makes this approach an uncomplicated way to give.

Not only are beneficiary designations an easy way to give, but they are also flexible — donors aren’t locked into their choices today. Donors can review and adjust beneficiary designations anytime they want. They can make your organization a sole or partial beneficiary of a retirement account or an insurance policy.
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Beneficiary Designation Checklist:

• Defined Contribution Plans: For instance, 401(k)s, 403(b)s, 457s, Simplified Employee Pension, etc.
• Defined Benefit Plans: Such as pension plans
• Individual Retirement Accounts: IRAs
• Life insurance plans: all types
• Accidental death and dismemberment insurance

Donors can choose to make your organization the sole beneficiary, the beneficiary of a specific percentage, or the contingent beneficiary after a spouse or other loved one. The funds realized from this legacy gift can be given as unrestricted or restricted for a specific purpose (scholarships, for example). Donors can also stipulate that the funds become part of your endowment and the proceeds from that investment be used for your chosen purpose, meaning their legacy will last in perpetuity!

Educating donors about planned giving opportunities, like bequests and beneficiary designations, can be highly beneficial for nonprofits. The reality is that nonprofits cannot afford to ignore planned giving, whether we feel we have time or not. Here are some key points to emphasize:

• Bequests, or planned gifts, can provide nonprofits with a reliable source of long-term funding. By educating donors about including the organization in their estate plans, nonprofits can build a pipeline of future support that helps ensure financial stability and sustainability.
• In 2024, Giving USA notes that more than $42.68 billion was given via bequests, an increase of 4.8% from 2022 (remaining relatively flat, with a small increase of 0.6% when adjusted for inflation). Due to generational shifts (Baby Boomers and Generation Xers aging), bequests are projected to grow for the next couple of decades at least. Nonprofits must find time to promote these giving opportunities with their constituencies.

By keeping it simple while showing donors the benefits and the process, and providing clear information and resources, nonprofits can encourage donors to consider including the organization in their estate plans, thereby securing future support and ensuring the organization's mission continues to thrive.

QUESTION FOR YOU? Do you utilize National Estate Planning Awareness Week or have some other routine educational campaign about planned giving for your supporters? What have you found that works best to generate interest about planned giving? Let me know in the comments!

Lastly, I understand the complexities of time with a small nonprofit staff. Maybe you are a solo fundraiser for an organization or perhaps you are a CEO or founder, or board member and your organization doesn’t yet have a dedicated fundraiser on staff?

If that’s you, I’ve designed a way to enhance your planned giving program with minimal effort. With National Estate Planning Awareness Week just around the corner (October), I've got the perfect solution to save you time and effort without sacrificing your nonprofit's unique branding and voice. Check out my Celebrate National Estate Planning Awareness Week Bundle for only $84.99! Read the PS on this post to see what’s included.

​Cheers!

PS - What's Inside the Celebrate National Estate Planning Awareness Week Bundle?:

• Planned Gift Landing Page Web Copy: Plug-and-play customizable language to create an informational landing page where donors can learn about planned giving options.
• Planned Gift Letter of Intent: A ready-to-use template that allows donors to easily declare their planned gifts.
• Sample Bequest Language: Clear and concise bequest language for donors to include in their wills.
• NEPAW Promotional Plan: A detailed plan to keep your social media and email buzzing all week long.
• Social Media Post Templates: 10 Customizable, attention-grabbing templates to make your posts stand out.
• Bonus: Email Header Templates: 3 email headers make your educational email blasts catch your donor’s eye

Total Value: $89.99 | Save 26% as a Bundle!

Why You Need This Bundle:

• Time Saver: Skip the hassle of creating materials from scratch. Our bundle has everything ready to go, letting you focus on engaging with your donors.
• Consistent Branding: Customize our templates to match your nonprofit's voice and style, ensuring your communications remain authentic and on-brand.
• Maximize Impact: Follow our detailed plan and use our professional templates to run a knockout campaign during National Estate Planning Awareness Week, securing your organization’s future with increased planned giving leads.

Visit our Etsy store now and get ready to rock National Estate Planning Awareness Week with confidence and ease! If you’ve read this far, you clearly need this product. Here’s a coupon code to help you make it happen for your nonprofit. Get $10 off this product using the code: NEPAW10. This code makes the entire bundle only $79.99!

PPS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my monthly newsletter email, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is weekly curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

If you liked this post, you may also like these:

• Why Nonprofits Can't Afford to Sleep on IRA Rollovers
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• Applying to be a Certified Fundraising Executive (CFRE)
• The Certified Fundraising Executive (CFRE) Exam
• Spoilt for Choice: Why Giving Donors Direction Works

Back when I worked for The University of Southern Mississippi Foundation, I ran a few casually informative campaigns promoting IRA rollover gifts, but like many fundraisers, I didn’t think of them as crucial to meeting our goals. I’ll admit I didn’t realize the power of the IRA Rollover, otherwise known as Qualified Charitable Distributions.

When I began working for Starr King School for the Ministry, one of the members of my Advancement Committee suggested that we put more emphasis on IRA Rollovers in our calendar year end campaign. As a small school with very small fundraising shop (me and one other employee doing gift processing), I honestly didn’t feel like we had the bandwidth to pursue this additional messaging. (Something I bet many of you can resonate with!)

However, I used my previous templates from my work at the USM Foundation and we sent out letters and emails during that December. This was the first time this school had ever mentioned IRA Rollovers.

Was it a coincidence that by February we had a long-time monthly donor call and offer to gift the school the entirety of her retirement account? Maybe, but I tend to think that’s unlikely. While we spread that gift out over a 6-year period for tax reasons, that gift surpassed over half a million dollars for the school!

The next year, we greatly expanded how we promoted IRA Rollovers, utilizing video, email, letters, and social media to educate our donors. Each year more constituents began to give via rollover and I do not think we have seen the crest of this wave yet.

As you can tell, IRA rollovers hold immense potential for both retirees and nonprofit organizations. Here's everything you need to know about them and why they're more significant than you might realize.

The Growing Importance of IRAs
According to Freewill, a company that helps nonprofits market planned giving opportunities, in 2021, a staggering $13 trillion was held in Individual Retirement Accounts (IRAs) in the United States. With 10,000 Baby Boomers turning 65 every day, the importance of understanding IRA rollovers is greater than ever. As these Boomers reach retirement age, they face critical financial decisions, one of which is the Required Minimum Distribution (RMD) that kicks in at age 72. If IRA owners fail to take their RMD, they can incur a hefty tax penalty. On the flip side, if they do take it, it's taxed as regular income. 

Why IRA Rollovers are ✨Amazing✨
IRA rollovers are not just beneficial for nonprofits; they offer significant advantages to donors as well. Here’s why they are truly amazing:

• Immediate Gifts Made from Assets: IRA rollovers allow donors to make immediate contributions using their retirement assets. This can provide a substantial boost to nonprofit funding without affecting the donor's cash flow. Therefore, rollover gifts tend to be larger because they are made from assets and not income.
• Tax Advantages: These rollovers are tax advantageous for donors. They can count towards the donor’s RMD, potentially reducing the tax burden associated with large distributions.
• Helps Meet RMD Requirements: For donors aged 72 and above, making a Qualified Charitable Distribution (QCD) can help satisfy their RMD requirement in a tax-efficient manner.
• Ease of Initiation: Initiating an IRA rollover is relatively straightforward, making it an accessible option for many donors. There are two ways donors can make a QCD gift. If they have a special checkbook for their IRA account, they can write a check from that to their charity of choice. If they don’t have one of those IRA checkbooks, they can call their broker/account manager and ask that the funds be released to the charity. (Side note: Donors should never extract the funds from the IRA and write a check from a personal account. This would cause tax issues.)
• Significant Contribution Limits: Donors can contribute up to $100,000 per year as a QCD, providing an opportunity for substantial annual giving.

The Overlooked Goldmine for Nonprofits
Despite the substantial sums involved, many nonprofits are not capitalizing on the potential of IRA rollovers. In 2021, a shocking 43% of nonprofits reported that they didn’t promote rollovers. This oversight is significant, especially considering that most IRA rollovers come in at the $1,000-$5,000 range (Freewill).
Furthermore, 96% of nonprofits believe that donor awareness about IRA rollovers is insufficient. This lack of promotion and awareness translates to missed opportunities for substantial donations.

The Power of Qualified Charitable Distributions (QCDs)
For those over age 70, a QCD can be an ideal way to make their annual charitable gift. QCDs are typically much larger than post-tax gifts, offering a more substantial benefit to nonprofits. Additionally, organizations that market QCDs at least three times per year are 3.2 times more likely to receive ten or more QCD gifts.

The Role of Marketing and Communication
Effective communication is crucial in promoting IRA rollovers. After direct one-on-one conversations with gift officers, having information about rollovers on the nonprofit's website is the second most important promotional factor. Interestingly, 46% of QCD gifts come from previous donors, highlighting the importance of nurturing existing relationships through consistent and clear communication.

Conclusion: A Call to Action for Nonprofits
Nonprofits cannot afford to ignore the potential of IRA rollovers. By raising awareness and actively promoting QCDs, organizations can tap into a significant source of funding. Whether through direct conversations, informative website content, or regular marketing efforts, it’s time for nonprofits to educate their donors about the benefits of IRA rollovers. By doing so, they can unlock a steady stream of donations that support their mission and make a lasting impact.
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Remember, the more informed and engaged your donors are, the more likely they are to contribute through their IRAs, ensuring your nonprofit can thrive and continue its valuable work.

Cheers!

Get Your Free Resource: "Calendar of IRA Rollover Promotions"
To help you get started, download our free resource, "Calendar of IRA Rollover Promotions." This calendar is designed to help your nonprofit strategically plan and execute effective IRA rollover promotions throughout the year. Download Now.

If you are ready to get started right away…
Visit the Real Deal Fundraising Etsy Shop where you can download 28 customizable templates based in the IRA Rollover Promotion Bundle – including web copy, video scripts, email templates, social media templates and an informative slide deck which can be used with donors or to train staff! 🌟