No Time To Fundraise

Too few nonprofit leaders are willing to fundraise. They understand the importance of fundraising, but they don’t want to do it. Some would rather “hire someone to do that,” or wait for their board members to take the lead. Institutions of higher education insist they must focus on enrollment management; grassroots leaders see service delivery or advocacy as their number one priority. Mid-sized organizations look to their vice president to solve the problem. No matter the “reason,” the bottom-line message being communicated is simple: “I don’t have time to fundraise.”

Saying you do not have time to fundraise is like saying “I don’t want to do my job.” Would you accept that from another member of your team? You are accountable for fundraising, and we want you to be successful. Here are steps you can take, starting now.

1. Gain a working knowledge of how to fundraise and how to manage a fundraising program. Go to seminars or workshops or hire a coach.
2. Review your daily responsibilities and find a way to work towards allocating 50% of your time to fundraising. If you can’t get there now, set a target date and work towards it.
3. Surround yourself with fundraising expertise to help you plan and implement a fundraising program. Or seek assistance in evaluating what’s in place, what’s working, and what needs to be improved.
4. Build a culture of fundraising. Encourage all within your organization – or across your campus – to give and raise funds. Make it fun.
5. If you have a vice president or director for development, stay joined at the hip, meeting at least once a week, and benchmarking progress daily.
6. Pick up the phone. Call your donors. Let them know what is going on at your institution, your goals, and your fundraising work.
7. You are the catalyst for developing and sustaining a current, up-to-date case for support. That doesn’t mean you have to create it: you are responsible for ensuring it is created, accurate, powerful, and up to date.
8. You play a lead role in developing a pool of prospective donors and funders who can collectively provide the financial support you need. Stay on top of this every day, not once every six months.
9. Know your donor base: who is giving, who wants to give more, who has said they want to provide support but not yet done so, which proposals have been submitted and what the responses have been.
10. You are responsible for recruiting and securing fundraising leadership. Work with your board, staff, and development team to identify potential volunteer leaders. Then you ask for their engagement. If you don’t care enough to ask for their participation, why should they give you their best?
11. Put your brand on your stewardship program. That could be your voice on the phone saying thank you, a personal note, an email from your personal account. Don’t say thank you with a form letter.

It’s a new year and its time to get engaged! We believe in you!

© 2025 Mel and Pearl Shaw, authors of “Prerequisites for Fundraising Success.”  We provide fundraising counsel to higher education, nonprofits, and philanthropy. Video conferencing always available. Visit www.saadandshaw.com.