In These Times
Sharing topics and meaningful information to assist you in navigating the current climate
Fundraising in a Donor Fatigue Era
Danielle Locke, CAP®, MPA
CEO
Locke Step Partners
Here’s the truth: you’ll raise far more money from people who’ve already given, even if they have lapsed. Too many nonprofits chase shiny new donors while ignoring the ones who already said YES. Want them to give again, more often, and at higher levels? Here’s my field-tested recipe: Thank, Connect, Educate, Engage, Inspire.
Say Thank You, Every Which Way to Sunday
A tax letter isn’t stewardship—it’s a receipt. Real stewardship is personal, thoughtful, and timely. Handwrite a note on Thank You (and appeal) letters, send random thank you notes, mail donors a candid event photo, or fire off an imperfect but sincere iPhone thank-you video. Bonus Tip: a child’s handprint art or puppy paw print are pure magic.
Connect Authentically
Quick email updates, congratulations emails, site visits, or just calling to check in—these build trust. During the pandemic, I called donors just to ask, “How are you holding up?” No ask. Just a call. They still remember.
Educate
Onboard new donors with an email welcome series and direct them to your website for resources. Help them better understand your work through mission events, focus groups, or industry updates because if they don’t fully appreciate your impact, they won’t give.
Engage
Today’s donors want to see and feel the mission, even before donating. Offer behind-the-scenes tours, an invitation to client events, or hands-on activities like packing backpacks or sorting donations. More engagement = more giving.
Inspire
Tell stories that matter. Let donors celebrate your wins. Share your challenges. Stay consistent. Donors fund what inspires them.
Track Engagement, Not Just Dollars
Donations are just one measure. Who’s opening your emails, volunteering, and showing up to your events? These are your future major donors. Is there a donor who gives small amounts consistently? This is a candidate for an estate gift.
Your Next Move
Pick five donors. Call them. Don’t ask for money, just thank them, ask why they gave, or ask for advice (people love to give their opinion). That simple connection builds lasting generosity.
In today’s noisy world, relationships are what cut through the clutter! Donors don’t remember the slickest mailer, they remember how you made them feel. Build real connections, and the dollars will follow.
Danielle Locke, CAP®, MPA, believes there is more generosity in the world than most people realize—and she's spent more than 25 years helping nonprofit leaders unlock it. As founder and CEO of Locke Step Partners, Danielle empowers organizations to bring bold visions to life with practical fundraising strategy, stronger donor relationships, and sustainable systems. Having helped nonprofits raise more than $50 million, she is known for her candid style, relatable stories, and actionable advice that nonprofit leaders can put to work immediately. Danielle is also host of the Fundraising Unfiltered podcast, where she shares real talk and practical tools for nonprofit professionals.
This content is the opinion of the author. GAR Foundation draws on a range of perspectives from our regional community to share insights on nonprofit capacity building. We understand that organizations are unique and require different strategies for success.
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