Open the Door to Giving: Inviting Donors to Create Lasting Impact

"You can't afford to do it for everyone, but you should do it for some."

One of my mentors, Jim Holdman, taught me the best lesson. In fundraising, it's easy to feel you must focus on everyone. In reality, that's impossible—and that's okay. Fundraising is about focusing on donors whose actions show engagement and interest.

Think of it like the rescue swimmers in The Guardian, the movie with Kevin Costner. When asked, "How do you choose who lives?" the seasoned rescuer, Ben Randall, says, "I just take the first one I come to or the weakest one in the group, and then I swim as fast and as hard as I can for as long as I can."

As a fundraiser, you're not deciding life or death; your choices still impact lives. Some people will get help and resources because of the effort you're willing to put in—and systems are what allow you to make that impact over time.

Develop Your Top 50 List

One crucial system is a "top 50" list. Train a staff person with access to donor software like Donor Dock to create a list focusing on donors whose recent actions—giving more, giving more frequently, or giving less often—signal their engagement. With software reports, you can target those most likely to respond to your reach-out efforts. This approach ensures you respond to their energy and interest. It also keeps you focused on the most urgent relationships, reducing the feeling that you must keep up with everyone.

Avoid Daily Distractions

It's easy to get caught up in daily demands—staffing issues, program challenges, the "urgent" issues that never seem to end. But while we're caught up in those, we risk missing what's truly important: connecting with people who care about your mission. Donors rarely knock down our doors demanding attention, except maybe at year-end. You're missing critical engagement opportunities if you wait until they approach you.

Take time away from the office to focus. Go to a coffee shop with your top 50 list—no laptop, emails, or interruptions. Pretend you're in a different country, disconnected from everything except those calls. This undistracted time will help you build consistent outreach, reaching out to recent givers, regular givers, and lapsed donors to give them equal attention.

Don't Hesitate to Ask

I remember a coffee meeting with a donor who asked if I was there to ask for money before I even got settled. I told her about the need, and she agreed on the spot. Then she asked if I needed anything else. In my mind, I hesitated, not wanting to overstep, but I asked if she'd consider sponsoring an upcoming event. Her answer? "Of course, I'd love to!"

It reminded me that each donor will respond in their own way, but you can only benefit by giving them the chance to support you. They get to choose when and how they give; our job is to prepare and make the ask.

Building Relationships Means Making the Ask

Don't let reluctance beat you. Stop overthinking. Refuse to entertain thoughts like: "What if I say the wrong thing? What if they feel pressured?"

Most donors are forgiving of someone genuine and well-intentioned. I remember early on, I sat down with a donor and felt my nervousness showing. He leaned forward and said, "Dave, I know it's your job to ask me for money." His kindness took away the fear. I made the ask, and though he didn't give the total amount I requested, he still gave generously.

Donors Want to Be a Blessing

Your donors care deeply about your work and want to be a blessing. I remember asking one couple for a significant gift. They told me, "We can't right now, but when we're blessed, we'll bless you." They surprised me three months later when they helped fund a new van for our nonprofit. We must take the time to share our needs and build relationships — whether the gift happens now or later — keep your mission top of mind.

Action Steps to Get Started

Fundraising is more than raising funds; it's about building connections with people who love your cause and want to be a part of your mission. Here are some practical steps to get you started:

1. Prepare Your Top 50 List

2. Collaborate with a team member with access to donor software like Donor Dock. Focus on recent givers, regular givers, and lapsed donors. Based on their recent actions, this list will help you direct energy toward the most engaged relationships.

3. Schedule a Weekly Offsite Session

4. Dedicate three hours each week to connect with donors without distractions. Go to a coffee shop or quiet spot with your list, leave emails and staff calls behind, and focus on meaningful outreach.

5. Make 10 Calls per Week

6. Set a manageable goal to call ten donors each week. Most will go to voicemail, but the effort is meaningful and compounds over time. Consistent connection keeps you and your mission top of mind.

7. Document and Follow-up

8. Use a CRM like Donor Dock or have a team member enter notes on each conversation. For each donor, note their interests and any specific timing they mention for future giving. You must keep track and follow up with personalized attention.

9. Ask, Share, and Thank

10. Each time you reach out, remember to thank donors for their past support, share an impactful story or update, and make a simple, clear ask. You don't have to ask for money each time—invite them to an event or ask if they'd like to visit the program. Every interaction gives donors more opportunity to learn about you, your leadership, the good work of your organization, and opportunities to join you in your fight.

Give Donors an Opportunity to Give

As Jim Holdman taught me, "We do a disservice to people when we give them a value proposition that they respond to emotionally or intellectually, and we don't allow them to take action." Consistent connection isn't just about asking; it's about keeping donors engaged in your organization's life.

Make your list, drink coffee, turn off your laptop, pick up a phone, or meet a donor. Connect and make the ask. Trust your preparation, Be Authentic, Build Relationships. Focus on the donors who love you and your organization. Share with them the impact of your work. Never be reluctant to pick up your list of 50 donors and make the first call.

Dave Sena

Bold Leading

Phone: 701.213.8702

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