More Fundraising ‘Lies’ We Keep Repeating

Last week, we touched on fundraising advice that is repeated, creating “rules” that ultimately interfere with donor relationships. (It’s worth reading!) There are two more beliefs we’d like to dive into this week. 

Nonprofit leaders often believe (wrongly) that donors only give once a year. In many cases, this reflects how often they are being asked, rather than their true capacity or interest.  

When fundraising strategies are built around a single annual touchpoint, they limit the potential for deeper engagement. Many donors are open to doing more, especially when they are invited into specific needs or opportunities that align with their interests.  

A yes/and approach creates space for both consistent annual giving and additional moments of generosity throughout the year. 

Finally, there is the assumption that meaningful relationships require in-person meetings. While face-to-face interaction can be valuable, it’s not the only way to build connection. 

Donors have different preferences, and those preferences matter. Some may prefer phone conversations, others email, text, or virtual meetings. There are highly committed and generous donors who have no interest in meeting in person.  

That doesn’t make them less engaged. It simply means they prefer a different format. When we assume a single approach works for everyone, we risk creating unnecessary barriers. 

Across all these examples, both the ones from the last week and the ones above, the common thread is assumption. Decisions are being made about what donors want, how they prefer to engage, and what will resonate with them, often without directly asking or observing their behavior. Over time, these assumptions shape strategy in ways that can unintentionally distance donors rather than draw them closer. 

A more effective approach is grounded in curiosity. Asking donors what they prefer. Paying attention to how they respond. Noticing patterns over time. And being willing to adjust when something isn’t working. Fundraising is not about getting every decision right the first time. It’s about building relationships with enough consistency and thoughtfulness that trust can grow. 

The best strategies are rarely the most complicated. They are the ones that remain connected to the donor, flexible in approach, and rooted in what actually works. Even when that means letting go of a long-held belief or admitting that something we thought would be effective didn’t deliver the results we expected. 

That’s not failure. That’s the work.