August 1, 2025 • 32 mins
In this episode of the Nonprofit Hub Podcast, host Megan Speer is joined by Jess DiVito and Megan Frenz from Nonprofit People to explore the essentials of fundraising readiness as part of the "Nonprofit 101" series. Drawing from decades of hands-on experience, Jess and Megan share insights into how new fundraisers and nonprofit leaders—especially those without formal training—can build a strong foundation for sustainable fundraising. The conversation covers everything from clarifying strategy and understanding budgets to building a supportive team, creating donor-ready infrastructure, tracking key metrics, and crafting clear, compelling messaging. Whether you're starting a new nonprofit, transitioning into fundraising, or needing a back-to-basics reset, this episode is packed with wisdom, practical steps, and encouragement to help you move forward with clarity and confidence.
Get free nonprofit professional development resources, connections to cause work peers, and more at https://nonprofithub.org
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Speaker 1 (00:00):
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(00:22):
Welcome back to the NonprofitHub podcast.
I'm your host, megan Spear,joined today by two guests.
We've got Jess DeVito and MeganFriends along with us from
Nonprofit People and as part ofour series on Nonprofit 101 here
in July, we are talking aboutfundraising readiness and like
(00:43):
the basics of fundraising.
So if this is your maybe firstfundraising job, or you're
dipping your toes in, maybe it'snew and you've made a career
shift, or you're just out ofschool, this is the fantastic
episode for you.
So excited to dig into whatthey have to share, because
there is no better way to startthan their foundations.
So, guys, welcome in, glad tohave you here, Thank you.
(01:05):
Thanks for inviting us.
We're excited, absolutely, jess.
Tell us a little bit aboutyourself and your journey in
nonprofit that got you heretoday.
Speaker 2 (01:14):
It is a long, winding road.
That is my concise answer.
You know, I think, like many ofus, there was not a plan to be
here.
Went to college, had a visionfor what I thought I was going
to be and going to do, based offof skillset, and really loved
the work that I was doing.
But, you know, came to realizethat maybe it wasn't exactly
(01:35):
what I thought it was going tobe and I landed a job fairly
quickly out of college, whichwas a great gift.
But once I got there, realizedagain another confirmation maybe
this wasn't where I needed tobe.
And luckily the company that Iwas working for landed a
nonprofit client and I startedworking on that project with the
(01:56):
nonprofit client and my eyeswere opened and I started seeing
things and truly love themission, love the work and, just
you know, at that point startedto relentlessly pursue an
opportunity within theorganization.
So did that for a little whileand, you know, within three or
four weeks was sitting in theseat at the nonprofit doing my
(02:19):
new job.
Won't say that I exactly knewwhat to expect or what to do,
which is why this all lends intothis conversation for today but
started working in thatorganization and just found
different opportunities, workedmy way up, was promoted, worked
on different campaigns, workedon capital campaigns, had all of
(02:40):
the experience.
But I will say that gettingstarted in that nonprofit
journey was, in hindsight, achallenge, because there wasn't
a training program, there wasn'ta robust budget for
professional development, therewasn't mentorship available.
You really just had to get inand start working, and so that's
what I did.
So I've been doing it for 20years, went to a few different
(03:05):
organizations and here we are.
Speaker 1 (03:10):
I love it, Megan.
How about you?
Speaker 3 (03:28):
foundation to fundraising, I was just as
intern.
So that is how we met and thatis how our nonprofit partnership
started and that was, as Jesssaid, over 20 years ago.
So we in that time have workedtogether in a part and have
always found our way, you know,back in the same organizations
working together, because wehave collaborated so well
(03:50):
together over the years.
And it was kind of the naturalnext step in the last, the last
five years, four years, fiveyears to to do the thing.
And you know when we so westarted nonprofit people and we
wanted the opportunity to be forother nonprofit fundraisers,
(04:15):
what we didn't necessarily feellike we had growing up in
nonprofit, if you will.
We wanted to be the resource,we wanted to be the mentors, we
wanted to hold the door open forthe next generation and really
support fundraisers in their ownjourney through that
fundraising process.
Speaker 1 (04:35):
I love it Well, and that's what has brought us here
today.
So I will tell you my first jobin fundraising, I also had no
background whatsoever, but thesentence that I was told was
well, you have some marketingbackground, so that's about the
same thing.
No, it's not 100%.
No, it's not.
There is nothing about acollegiate marketing program
(04:58):
that sets you up for fundraisingsuccess, fundraising success.
So I, man, I wish that I wouldhave had the fundraising
readiness background that we'regoing to dig into, because I
agree it would have been superhelpful in my first job.
So, to that end, jess, let's digin.
Let's talk about, kind of thefoundations of what it looks
like to have a successfulfundraising strategy when we're
(05:21):
getting ready, whether we're andthis could be true, you know,
for organizations who have beenaround for a really long time,
and maybe we're this is whatwe're seeing a lot of right now
who were super grant funded andnow, all of a sudden, have to
diversify and figure out a newstrategy.
Or this could be for brand neworganizations trying to figure
it out from the jump.
So talk about the foundationand what does that look like to
(05:43):
start?
Speaker 2 (05:44):
well, Sure, well, you know it is peeling back the
layers, right.
So, as we mentioned, there areorganizations that we meet that
they've been doing this for 20years, or organizations where it
is one person who just had anidea, just received their 501c3
and they're out there doing thething, and we've had both
(06:05):
conversations right.
And so you know, when we stepinto that opportunity, in the
conversation with the nonprofit,we really do need to pick apart
where they are and what they'recurrently doing, and what we
sometimes have come to realizeare that these building blocks
are not in place.
Times have come to realize arethat these building blocks are
(06:27):
not in place.
So we have to peel back thoselayers to try to figure out you
know what are the things thatwere missed, that we're going to
set them up for success,because we're always talking
about long game and we're alwaystalking about putting these
bricks in place so that you havethis strong foundation and this
strong structure.
So you know where we really dostart that conversation is.
We talk about what is thestrategy, and it's more than
(06:51):
just your mission and vision,because I think so many,
especially the ones that arejust getting started, can tell
you what their mission andvision are what's on their
website and what they tellpeople they do.
But it's so much more.
As you know, you've talked toso many strategic planners it is
more than that.
It's talking to thestakeholders, it's learning
about you know, what is theactual need in the community.
(07:13):
Do you have that in place?
So we talk to them about that,because without that piece leads
to now how much does it cost torun your organization?
What does you know?
What is that budget?
And we have had thatconversation and it's a moment
where we all hit the pausebutton when we ask them what is
your budget?
And some of them have said youknow, we don't know.
(07:35):
We don't know.
We have this, you know, justunbounding enthusiasm to go fix
the thing, to go, you know, makethe world a better place.
But it's all of these backendmechanics.
So getting started withfundraising readiness is talking
about what is that strategy?
How much does it cost?
(07:55):
What is your budget?
And then, how are you going todo that?
And that's really where westart the conversation.
So fundraising readiness to usreally looks like you know that
conversation.
And then we dig a little deeper.
It's about your budget, yourpeople, who are doing it.
Do you have all of the toolsand resources that you need,
your community that you'rebuilding?
(08:15):
So that's where we, you know,really dig in and get started.
Speaker 1 (08:20):
I love that call out.
We actually just recorded apodcast episode this week with
Carly Berna from Virtuoustalking about this same thing,
and this is a hill I will die on.
I'm sure if you've listened tothe podcast for any length of
time, people know that this islike the hill I will die on.
And that is that nonprofit isjust a tax status.
It does not impact how you runyour organization.
(08:42):
So you do still have to knowwhat is the budget, what is my
cost to acquire when it comes todonors.
All of those metrics and pieceshave to be a part of that
strategy because we can't justbe kind of pie in the sky hoping
right, there has to be anactual business plan as we move
forward.
So I love that call outbusiness plan as we move forward
(09:05):
.
So I love that call out.
I think the other interestingpiece and Megan, I'd love to get
your take on this Once we knowI think that's, I think the
scary, that's maybe the scarypart right Once we know how much
we have to raise, we get thatlike panic moment.
But strategy is what helps usget past the panic right.
(09:25):
So once we know the budget,then what?
How do?
What do we need to put in placeto move be?
Speaker 3 (09:36):
able to move past the shock of that moment.
Absolutely yes, once youswallow that.
Yes, I think it's the people,and what I mean by the people is
the team who is going to do thework.
You know we talked aboutdifferent size organizations,
different lengths of.
You know if they've been aroundfor 20 years or if they're
brand new, but you know someorganizations might have an
entire development team at theirdisposal.
(09:56):
Other organizations might be aone man shop and you know the
executive director is wearingall of those hats.
You know 10D.
And then there areorganizations that are a board.
They're a board of directorsand volunteers, and so, really,
it's identifying who are thepeople that are going to be out
(10:18):
there helping to raise thismoney.
You know, we hear so often andit breaks my heart and when we
do.
You know we hear so often andit breaks my heart and when we
do, you know we're an allvolunteer organization or we're.
You know we have an executivedirector and then it's just our
board, but our board's not afundraising board and it's like,
okay, yeah, why do we thinkwe're going to raise this money?
(10:40):
Right?
So we, you know it, really,this it's such an important
piece that we.
I think everyone just needs totake that step back.
Sometimes, you know you, youget excited, you've got your
mission, you're ready, you'reout there.
You're like we're going to gofundraise now.
But but who is doing that?
Who is fundraising and knowingwhat your people, resources are,
(11:03):
so that then you can put thosestrategies together and work to
everyone's strengths.
Speaker 1 (11:11):
So let's I want to break that down a little bit
because I want to talk to eachof those audiences.
So let's say we're talking tosomebody who is the one man shop
, right?
Maybe they're just gettingstarted in fundraising brand new
organization organization, orthis is their first gig in that.
I think sometimes at least forme it was hard to identify who
else was in the process becauseI didn't want to ask.
(11:32):
Like, if I'm responsible forfundraising, it feels wrong to
ask for help in that, becauseeveryone else has their job
right.
So how do we make sure that weget people on board in that
process or, like identify evenwho those people should be?
Speaker 2 (11:48):
Yeah, I was nodding, heavily nodding, yeah, and we
see that a lot, megan, and youknow I think that is Megan
mentioned there's the pause andthere is a true gift in that
pause Because I think for somany of us when we were doing
(12:11):
the work, you're just chargingthrough the day and you're not
really stopping to think andassess.
And so I think in thissituation, when you're looking
around to say who are my peoplethat are going to help with this
process, it's a few differentthings but there should be
accountability and clarityaround job descriptions.
And when we look at the staff,everybody is playing a part and
(12:34):
a role in the fundraisingprocess.
They may not be the askers,they may not be the people that
are out cultivating therelationships or doing you know
all of the backend processes,but everybody in the
organization should be playingsome role.
And if that means you know someform of customer service or
identification or relationshipidentification, you know that is
(12:56):
one thing.
So clarity around making surethat everybody understands that
within the organization theorganization is only here
because we are able to raise themoney for the program, so
everybody has to participate insome way.
Now, realistically, where weusually start the conversation
(13:16):
is talking about.
You know if you have a staff oryou're a one person team.
You know, really looking at theboard and talking to the board
about what their role is in thisprocess.
And again, you know, not tryingto force anybody into something
they're uncomfortable doing,because so often we hear that my
board won't fundraise and theyget the X and oh, they just
(13:37):
don't do it.
You know how do we remove thosebarriers from what they think it
is, when really what we know isit's just building
relationships and getting peopleto talk about your organization
and the work that theorganization is doing and the
impact it's making.
That's really what it is at theroot.
(13:58):
So you know, to answer yourquestion, it's stepping back and
having that gift of that pause,taking a moment to assess who
is in that internal circle.
Do they understand their role?
Do they know what they're beingasked to do?
So that's the clarity and theaccountability and then giving
(14:19):
everybody a role in that process.
So then you know whether you'redeploying based off of skillset
or relationships or you knowfill in the blank there that
moving forward, everybody'smoving in the same direction.
It's just not this chaos andfeeling like an island, because
I think that's often.
What happens to the fundraisersis that they feel like they're
(14:41):
an island.
They don't have anybody else toturn to, nobody speaks their
language, so they get swept up.
Speaker 3 (14:49):
It's really an organizational mindset, right?
So it's.
And if it's an organizationthat's been around for a long
time and that doesn't exist,then it's a whole culture shift
which can take time.
Yeah, um, you know, and so you.
So you have to kind ofunderstand where you're starting
and then, you know, celebratethose little successes and wins
(15:13):
along the way, and and it won'thappen overnight.
Speaker 1 (15:25):
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(16:17):
today.
So, in that process then, right,so we've identified the, the
budget, what do we actually haveto go raise?
We've gotten over the shockvalue of that.
Everybody's on board I?
This is another place wherepeople are like okay, but, but
then what?
Do I just host 17 golf outings?
Do I need to go after majorgifts?
Am I, you know, wishing aprayer for my digital, like
(16:41):
online fundraising?
Talk to us a little bit about,kind of maybe the process for
like.
Then what?
How do we go about it?
What should even that structurelook like in the types of
fundraising we do, becausethere's so many options for how
we go about that?
How do we put thatinfrastructure in place so that
(17:02):
there's an actual like breakdownof that process.
Speaker 3 (17:05):
Yeah, so I think you know.
First, it's starting with thatinfrastructure.
Like you said, you know whattools do you have.
Are you using social media?
What forms of social media areyou using?
Are you using social media?
What forms of social media areyou using?
Are you using them well?
Are you using them consistently?
(17:26):
Do you have a CRM?
You know a constituentrelationship management database
?
That is step one.
That is your fundraising hub.
Right, that is where it's thecenter, it's the heart of your
fundraising.
That's going to organize you,it's going to to help make you
more efficient and effective asa fundraiser.
So, do you have that in place?
Are you using it to its fullestcapabilities, so that then you
(17:50):
know who are your, you know whoare your donors, who are your
people.
And even, actually, a step, I'mgoing to go a step backwards a
little bit and talk just for asecond about compliance.
Jess knows this about me I'm agoody two-shoes, the rule
follower.
I am a rule follower.
So you know, do you have all ofyour you know registrations and
(18:15):
permits in place that you needto have to be able to be out
there?
Fundraising and the importanceof those, obviously beyond
compliance, is just creatingthat trust and transparency
among your audience and yoursupporters.
So really it's starting thereand then moving to that
infrastructure of your CRM.
(18:37):
And how else are you talking toyour audience?
And then you know, having theprocesses in place to accept
donations and acknowledgedonations and be good at that.
The worst thing I feel likethat you can do is start
(18:59):
fundraising, not be totallyready, and then you know you
don't want to disappoint yourdonors because they you want to
keep them.
The goal is these are yourpeople.
They're supporting what you'redoing, they're supporting your
mission and your programs andyou want to.
You want that relationship tobuild and grow, not disintegrate
(19:23):
.
Speaker 1 (19:24):
That retention metric is more and more important
every year, absolutely so.
Ok, so just from your point ofview, then right when we have
point of view, then right whenwe have.
I think part of that has to betracking right, because if
you're not, if you don't knowhow many donors you're keeping
(19:44):
or how many you've acquired, orwhere you are to the goal best
laid plans, right If you're.
If you don't, if you don'tactually have a way to track any
of those things, what are someof those metrics that we should
be?
I mean, I just tossed out a few, but what are some of those
things that we really need tostart paying better attention to
from the tracking standpoint?
Speaker 2 (20:04):
Well, you know we talked about the retention, but
you know, when we start at theend and we talk about budget,
what are you trying to get to?
What we also like to dig aroundis how many people are you
already talking to?
Who is in your database right,and are we increasing donors
each year or are your numbersgoing backwards?
(20:24):
Are they giving more each yearor are they giving less each
year?
You know, and I think that wecan start talking about all of
the KPIs, but I think, fornonprofits or fundraisers in
this stage, the word that wealways use is realistic.
Be realistic in what your plansare and your goals, because
(20:46):
what we often see is you know,there are times where
organizations will come to usand say well, you know, we need
to raise a million dollars, andwe'll ask all of the questions,
and one of the questions arewell, how many donors do you
currently have that are active?
And then something like five,and we time out right, we hit
(21:07):
that pause again and we hit thepause.
Speaker 1 (21:09):
So, yeah, unless those people are all Melinda
Gates, then you're probably notgetting a million dollars out of
five people, Right?
Speaker 2 (21:16):
So you know, I mean it's all of those things, but I
think, in terms of what numbersto watch and pay attention to is
, are the number of people thatyou are talking to increasing?
Are they converting?
Are they actually you know, ifyou, if you're sending
newsletters and newsletters andemails and they're following
your social and you know that,are they actually giving?
(21:39):
What are they responding to?
So I would say that in this case, when you have an organization
that's looking at thefundraising readiness and we're
just getting started, start withthose basics, because it can
become overwhelming.
Yeah, and we want you to stayin the realistic conversation.
Yeah, and that's really big forus.
(22:01):
We probably talk about that2,352 times a day like stay
realistic and what your plansare and your strategies, because
ultimately, we don't want youto burn out.
We don't want thedisappointment.
Yes, and you said it earlierabout you know you kind of hope.
It's going to happen and we hada very wise Megan and I worked
(22:23):
for a woman who was very wiseand did nonprofit for a really
long time and she would tell usover and over again hope is not
a strategy, over and over.
Yes, so stay realistic.
So when you're looking at thosetracking numbers.
It's you know.
Stay with the basics.
Are your donations increasingor decreasing from year to year,
(22:44):
even from month to month?
Break it down if you need to.
Are you retaining your donors?
Are they converting?
Those are the things that wereally try to get them to focus
on before all of the others.
Speaker 1 (23:00):
Part of that, at least in my experience and
working with a number ofnonprofits across the last
couple of years, there has to beboth clarity within the
organization about what the goalis, but also clarity in the
message about like otherwisepeople don't care.
If they can't understand whatyou do, then they don't have a
(23:27):
reason to care, right, and sothat that in and of itself, just
building that kind of trustaround the organization,
building that kind of clarity sothat your donors could actually
say here's what they do thathas to be a piece of this, and
I've worked with so manyorganizations that come in and
they're like, yep, we do X, yand Z and Q and five, and you're
like I can't help you unless weget to that clarity.
(23:52):
Megan, maybe talk to that justa bit about how do we define
that, how do we figure outwhat's working and what that
clarifying message is, so thatpeople understand what we do and
want to support it.
Speaker 3 (24:05):
Absolutely, you know.
You're so right, megan, let'snot overcomplicate it.
Yeah, this is the problem.
This is what we want to do tosolve the problem and how we
need your help, right?
Let's try to keep it as simpleand digestible, because we know
that we don't have everyone'sattention for more than what
(24:28):
seconds at a time.
So how can we truly keep thatmessage very clear, concise,
make it simple, and one of thethings I think we all need to do
is step out of that internaland you said it that internal
organizational mindset, becausethe jargon and the you know, the
(24:53):
too much, sometimes too much.
Yes, does my, would my motherunderstand this?
Would my grandmother?
You know?
Right, let's let's make itsimple, because we kind of tend
to put our blinders on and we'rein our zone and we know what
we're talking about.
Maybe that internally, butexternally doesn't make sense.
(25:17):
Let's flip the script a littlebit and test it.
Test it on again, test it onyour mom, test it on your
grandma, yeah, absolutely.
Test it on again.
Speaker 1 (25:23):
Test it on your mom, test it on your grandma, yeah
absolutely Test it on people whohave no idea what it is you do
for a living.
By the way, kids are fantasticfor that.
If your second grader can't getit, you're done yeah.
Speaker 3 (25:40):
One of my.
I have to say one of myfavorite things that my kids do.
I'm going to digress here for asecond and just say one of my
favorite things that my kids do.
I'm going to digress here for asecond and just say one of my
favorite things that my kids dois like that Mother's Day thing,
like what does your mom do?
And my kindergartner says, likeI said last year, she gets
money for her friends.
So that's what I do.
Speaker 1 (25:59):
There it is, fundraising in a nutshell I get
money for my friends.
Speaker 3 (26:02):
Oh, I love it.
You got it right fundraising.
Speaker 2 (26:04):
In a nutshell, I get money from my friends.
Oh, I love it.
Speaker 3 (26:06):
I know.
Speaker 1 (26:06):
Absolutely so.
Yes, I love that, I love that.
So tell me a little bit, jess,I'll toss this to you.
You guys have worked with a tonof different organizations.
Talk to me a little bit about,maybe, somebody who has put this
into practice of like gettingback to the basics here's where
we start and then what came fromthat?
(26:28):
Like a success you saw, or evenjust and it doesn't even have
to be like a huge organization,we raised a million dollars in
five months but like even just apersonal story where you saw
somebody really embrace this andmove forward.
Speaker 2 (26:44):
Yeah, but we had a great opportunity to work
alongside of an organizationlast year whose mission is to
mentor young men in theBaltimore area and, you know,
just smart and you know, excitedabout the work that they're
doing, and dedicated andpassionate.
You know all of the perfect mixof what they need to get
(27:07):
started, but didn't have thetools and resources to know, as
you said earlier, like what theheck is next, what do we do next
?
Right, we have some of thesebasic pieces, but didn't know
some of those components.
So we were able to jump in andthey'd been operating for a few
years at this point, so had somesuccess.
(27:27):
Even, you know, did some largeevents, some large scale events,
had corporate sponsors undertheir umbrella that they were
working alongside of, but reallydidn't know how to level up at
that point and what to do next.
You know, and really getting inand working alongside of them.
We were doing an assessment forthem and you know, just sort of
(27:48):
broke it down from everything ofall of their revenue streams
and how are they fundraising, totalking a lot about who are
their people and how is theboard involved in this
conversation.
What is the staff doing?
And, you know, are they fullyutilizing their time.
Time is the most you know thingin nonprofit right.
(28:13):
We all have a limited number ofhours every day.
So were they doing the thingsthat we're going to focus on?
You know, building thoserelationships, you know going
deeper with the relationship.
So we were able to really digin with them at that point and
assess what they were doing and,you know, took the time for
them to go through every singlepiece and we put together an
(28:37):
assessment for them.
They started implementing itright away and the feedback was
at that point, you know, wedidn't know what we were
supposed to be doing thatdeveloped into a fundraising
plan that we put in place forthem.
So they are off and running now.
They have, you know, not justthe paper and the document in
front of them which is going totell them what to do next, they
(28:59):
have the understanding and theclarity around how to better
utilize the resources that theyhad already.
Speaker 1 (29:07):
So good, yeah.
So if somebody else wanted tolearn more about you guys and
the work that you're doing, orbe that success story, how do we
find you?
How do we best connect with youguys?
Speaker 2 (29:19):
Well, and Meg, I'm sorry.
No, go ahead.
You can find us.
Yeah, we have a website.
Obviously it'sweknownonprofitcom, so you can
find us there.
We also are active on LinkedIn,which is Nonprofit People, and
we have an Instagram page, soyou can find us there.
(29:39):
As always, too, you can emailus.
We always pick up our emailright away.
So it's Jessica at we KnowNonprofit and Megan at
WeKnowNonprofitcom.
Speaker 1 (29:54):
I love it.
So, as part of this wholeseason of podcast, one of the
questions that we've beenclosing with is if you could
give one piece of wisdom orencouragement to nonprofit
leaders right now.
What would be your littletidbit that you would share?
Jess, we'll start with you.
Speaker 2 (30:08):
Mine is.
I think the answer is stayhuman.
Yes, stay in it.
And you know, fundraising isabout people and it's about
relationships.
So have the conversations good,bad, ugly, you know with your
donors, you are asking forfeedback.
(30:30):
You know, learn about them,listen.
Have a conversation with yourteam and your board.
Learn about them, listen.
You know, I think that we aremoving in a direction that we're
we're unsure what it will looklike in the next few years and
you know, I just always thinkthat the genuine part and the
(30:51):
real part of what we do is aboutpeople and the relationships
that we build.
So stay human first.
Speaker 1 (30:59):
Yes, megan, how about you?
Speaker 3 (31:01):
So I think to layer onto that, it's to celebrate all
the little wins along the way.
We know that this work can beoverwhelming.
At times it can feel very heavy.
At times We've been in thechairs, we've been wearing
multiple hats.
So try to take that step backand celebrate every little
(31:27):
milestone, every little successwith your team.
You know, enjoy it and everylittle success is a step forward
.
Speaker 1 (31:36):
I love it.
Thank you both for being here.
Megan Friends and Jess DeVitofrom Nonprofit People Appreciate
you guys sharing your insightas part of this Nonprofit 101
series.
Thank you, and thank you forbeing such a good resource for
all of the nonprofit peopleAppreciate you guys sharing your
insight as part of thisNonprofit 101 series.
Speaker 2 (31:46):
Thank you, and thank you for being such a good
resource for all of thenonprofit people.
Speaker 1 (31:50):
Yeah, it's our pleasure.
This has been another episodeof the Nonprofit Hub podcast.
I'm your host, Megan Spear, andwe'll see you next time you.
Pledgeit is designed for nonprofit fundraising
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(00:22):
Welcome back to the NonprofitHub podcast.
I'm your host, megan Spear,joined today by two guests.
We've got Jess DeVito and MeganFriends along with us from
Nonprofit People and as part ofour series on Nonprofit 101 here
in July, we are talking aboutfundraising readiness and like
(00:43):
the basics of fundraising.
So if this is your maybe firstfundraising job, or you're
dipping your toes in, maybe it'snew and you've made a career
shift, or you're just out ofschool, this is the fantastic
episode for you.
So excited to dig into whatthey have to share, because
there is no better way to startthan their foundations.
So, guys, welcome in, glad tohave you here, Thank you.
(01:05):
Thanks for inviting us.
We're excited, absolutely, jess.
Tell us a little bit aboutyourself and your journey in
nonprofit that got you heretoday.
Speaker 2 (01:14):
It is a long, winding road.
That is my concise answer.
You know, I think, like many ofus, there was not a plan to be
here.
Went to college, had a visionfor what I thought I was going
to be and going to do, based offof skillset, and really loved
the work that I was doing.
But, you know, came to realizethat maybe it wasn't exactly
(01:35):
what I thought it was going tobe and I landed a job fairly
quickly out of college, whichwas a great gift.
But once I got there, realizedagain another confirmation maybe
this wasn't where I needed tobe.
And luckily the company that Iwas working for landed a
nonprofit client and I startedworking on that project with the
(01:56):
nonprofit client and my eyeswere opened and I started seeing
things and truly love themission, love the work and, just
you know, at that point startedto relentlessly pursue an
opportunity within theorganization.
So did that for a little whileand, you know, within three or
four weeks was sitting in theseat at the nonprofit doing my
(02:19):
new job.
Won't say that I exactly knewwhat to expect or what to do,
which is why this all lends intothis conversation for today but
started working in thatorganization and just found
different opportunities, workedmy way up, was promoted, worked
on different campaigns, workedon capital campaigns, had all of
(02:40):
the experience.
But I will say that gettingstarted in that nonprofit
journey was, in hindsight, achallenge, because there wasn't
a training program, there wasn'ta robust budget for
professional development, therewasn't mentorship available.
You really just had to get inand start working, and so that's
what I did.
So I've been doing it for 20years, went to a few different
(03:05):
organizations and here we are.
Speaker 1 (03:10):
I love it, Megan.
How about you?
Speaker 3 (03:28):
foundation to fundraising, I was just as
intern.
So that is how we met and thatis how our nonprofit partnership
started and that was, as Jesssaid, over 20 years ago.
So we in that time have workedtogether in a part and have
always found our way, you know,back in the same organizations
working together, because wehave collaborated so well
(03:50):
together over the years.
And it was kind of the naturalnext step in the last, the last
five years, four years, fiveyears to to do the thing.
And you know when we so westarted nonprofit people and we
wanted the opportunity to be forother nonprofit fundraisers,
(04:15):
what we didn't necessarily feellike we had growing up in
nonprofit, if you will.
We wanted to be the resource,we wanted to be the mentors, we
wanted to hold the door open forthe next generation and really
support fundraisers in their ownjourney through that
fundraising process.
Speaker 1 (04:35):
I love it Well, and that's what has brought us here
today.
So I will tell you my first jobin fundraising, I also had no
background whatsoever, but thesentence that I was told was
well, you have some marketingbackground, so that's about the
same thing.
No, it's not 100%.
No, it's not.
There is nothing about acollegiate marketing program
(04:58):
that sets you up for fundraisingsuccess, fundraising success.
So I, man, I wish that I wouldhave had the fundraising
readiness background that we'regoing to dig into, because I
agree it would have been superhelpful in my first job.
So, to that end, jess, let's digin.
Let's talk about, kind of thefoundations of what it looks
like to have a successfulfundraising strategy when we're
(05:21):
getting ready, whether we're andthis could be true, you know,
for organizations who have beenaround for a really long time,
and maybe we're this is whatwe're seeing a lot of right now
who were super grant funded andnow, all of a sudden, have to
diversify and figure out a newstrategy.
Or this could be for brand neworganizations trying to figure
it out from the jump.
So talk about the foundationand what does that look like to
(05:43):
start?
Speaker 2 (05:44):
well, Sure, well, you know it is peeling back the
layers, right.
So, as we mentioned, there areorganizations that we meet that
they've been doing this for 20years, or organizations where it
is one person who just had anidea, just received their 501c3
and they're out there doing thething, and we've had both
(06:05):
conversations right.
And so you know, when we stepinto that opportunity, in the
conversation with the nonprofit,we really do need to pick apart
where they are and what they'recurrently doing, and what we
sometimes have come to realizeare that these building blocks
are not in place.
Times have come to realize arethat these building blocks are
(06:27):
not in place.
So we have to peel back thoselayers to try to figure out you
know what are the things thatwere missed, that we're going to
set them up for success,because we're always talking
about long game and we're alwaystalking about putting these
bricks in place so that you havethis strong foundation and this
strong structure.
So you know where we really dostart that conversation is.
We talk about what is thestrategy, and it's more than
(06:51):
just your mission and vision,because I think so many,
especially the ones that arejust getting started, can tell
you what their mission andvision are what's on their
website and what they tellpeople they do.
But it's so much more.
As you know, you've talked toso many strategic planners it is
more than that.
It's talking to thestakeholders, it's learning
about you know, what is theactual need in the community.
(07:13):
Do you have that in place?
So we talk to them about that,because without that piece leads
to now how much does it cost torun your organization?
What does you know?
What is that budget?
And we have had thatconversation and it's a moment
where we all hit the pausebutton when we ask them what is
your budget?
And some of them have said youknow, we don't know.
(07:35):
We don't know.
We have this, you know, justunbounding enthusiasm to go fix
the thing, to go, you know, makethe world a better place.
But it's all of these backendmechanics.
So getting started withfundraising readiness is talking
about what is that strategy?
How much does it cost?
(07:55):
What is your budget?
And then, how are you going todo that?
And that's really where westart the conversation.
So fundraising readiness to usreally looks like you know that
conversation.
And then we dig a little deeper.
It's about your budget, yourpeople, who are doing it.
Do you have all of the toolsand resources that you need,
your community that you'rebuilding?
(08:15):
So that's where we, you know,really dig in and get started.
Speaker 1 (08:20):
I love that call out.
We actually just recorded apodcast episode this week with
Carly Berna from Virtuoustalking about this same thing,
and this is a hill I will die on.
I'm sure if you've listened tothe podcast for any length of
time, people know that this islike the hill I will die on.
And that is that nonprofit isjust a tax status.
It does not impact how you runyour organization.
(08:42):
So you do still have to knowwhat is the budget, what is my
cost to acquire when it comes todonors.
All of those metrics and pieceshave to be a part of that
strategy because we can't justbe kind of pie in the sky hoping
right, there has to be anactual business plan as we move
forward.
So I love that call outbusiness plan as we move forward
(09:05):
.
So I love that call out.
I think the other interestingpiece and Megan, I'd love to get
your take on this Once we knowI think that's, I think the
scary, that's maybe the scarypart right Once we know how much
we have to raise, we get thatlike panic moment.
But strategy is what helps usget past the panic right.
(09:25):
So once we know the budget,then what?
How do?
What do we need to put in placeto move be?
Speaker 3 (09:36):
able to move past the shock of that moment.
Absolutely yes, once youswallow that.
Yes, I think it's the people,and what I mean by the people is
the team who is going to do thework.
You know we talked aboutdifferent size organizations,
different lengths of.
You know if they've been aroundfor 20 years or if they're
brand new, but you know someorganizations might have an
entire development team at theirdisposal.
(09:56):
Other organizations might be aone man shop and you know the
executive director is wearingall of those hats.
You know 10D.
And then there areorganizations that are a board.
They're a board of directorsand volunteers, and so, really,
it's identifying who are thepeople that are going to be out
(10:18):
there helping to raise thismoney.
You know, we hear so often andit breaks my heart and when we
do.
You know we hear so often andit breaks my heart and when we
do, you know we're an allvolunteer organization or we're.
You know we have an executivedirector and then it's just our
board, but our board's not afundraising board and it's like,
okay, yeah, why do we thinkwe're going to raise this money?
(10:40):
Right?
So we, you know it, really,this it's such an important
piece that we.
I think everyone just needs totake that step back.
Sometimes, you know you, youget excited, you've got your
mission, you're ready, you'reout there.
You're like we're going to gofundraise now.
But but who is doing that?
Who is fundraising and knowingwhat your people, resources are,
(11:03):
so that then you can put thosestrategies together and work to
everyone's strengths.
Speaker 1 (11:11):
So let's I want to break that down a little bit
because I want to talk to eachof those audiences.
So let's say we're talking tosomebody who is the one man shop
, right?
Maybe they're just gettingstarted in fundraising brand new
organization organization, orthis is their first gig in that.
I think sometimes at least forme it was hard to identify who
else was in the process becauseI didn't want to ask.
(11:32):
Like, if I'm responsible forfundraising, it feels wrong to
ask for help in that, becauseeveryone else has their job
right.
So how do we make sure that weget people on board in that
process or, like identify evenwho those people should be?
Speaker 2 (11:48):
Yeah, I was nodding, heavily nodding, yeah, and we
see that a lot, megan, and youknow I think that is Megan
mentioned there's the pause andthere is a true gift in that
pause Because I think for somany of us when we were doing
(12:11):
the work, you're just chargingthrough the day and you're not
really stopping to think andassess.
And so I think in thissituation, when you're looking
around to say who are my peoplethat are going to help with this
process, it's a few differentthings but there should be
accountability and clarityaround job descriptions.
And when we look at the staff,everybody is playing a part and
(12:34):
a role in the fundraisingprocess.
They may not be the askers,they may not be the people that
are out cultivating therelationships or doing you know
all of the backend processes,but everybody in the
organization should be playingsome role.
And if that means you know someform of customer service or
identification or relationshipidentification, you know that is
(12:56):
one thing.
So clarity around making surethat everybody understands that
within the organization theorganization is only here
because we are able to raise themoney for the program, so
everybody has to participate insome way.
Now, realistically, where weusually start the conversation
(13:16):
is talking about.
You know if you have a staff oryou're a one person team.
You know, really looking at theboard and talking to the board
about what their role is in thisprocess.
And again, you know, not tryingto force anybody into something
they're uncomfortable doing,because so often we hear that my
board won't fundraise and theyget the X and oh, they just
(13:37):
don't do it.
You know how do we remove thosebarriers from what they think it
is, when really what we know isit's just building
relationships and getting peopleto talk about your organization
and the work that theorganization is doing and the
impact it's making.
That's really what it is at theroot.
(13:58):
So you know, to answer yourquestion, it's stepping back and
having that gift of that pause,taking a moment to assess who
is in that internal circle.
Do they understand their role?
Do they know what they're beingasked to do?
So that's the clarity and theaccountability and then giving
(14:19):
everybody a role in that process.
So then you know whether you'redeploying based off of skillset
or relationships or you knowfill in the blank there that
moving forward, everybody'smoving in the same direction.
It's just not this chaos andfeeling like an island, because
I think that's often.
What happens to the fundraisersis that they feel like they're
(14:41):
an island.
They don't have anybody else toturn to, nobody speaks their
language, so they get swept up.
Speaker 3 (14:49):
It's really an organizational mindset, right?
So it's.
And if it's an organizationthat's been around for a long
time and that doesn't exist,then it's a whole culture shift
which can take time.
Yeah, um, you know, and so you.
So you have to kind ofunderstand where you're starting
and then, you know, celebratethose little successes and wins
(15:13):
along the way, and and it won'thappen overnight.
Speaker 1 (15:25):
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(16:17):
today.
So, in that process then, right,so we've identified the, the
budget, what do we actually haveto go raise?
We've gotten over the shockvalue of that.
Everybody's on board I?
This is another place wherepeople are like okay, but, but
then what?
Do I just host 17 golf outings?
Do I need to go after majorgifts?
Am I, you know, wishing aprayer for my digital, like
(16:41):
online fundraising?
Talk to us a little bit about,kind of maybe the process for
like.
Then what?
How do we go about it?
What should even that structurelook like in the types of
fundraising we do, becausethere's so many options for how
we go about that?
How do we put thatinfrastructure in place so that
(17:02):
there's an actual like breakdownof that process.
Speaker 3 (17:05):
Yeah, so I think you know.
First, it's starting with thatinfrastructure.
Like you said, you know whattools do you have.
Are you using social media?
What forms of social media areyou using?
Are you using social media?
What forms of social media areyou using?
Are you using them well?
Are you using them consistently?
(17:26):
Do you have a CRM?
You know a constituentrelationship management database
?
That is step one.
That is your fundraising hub.
Right, that is where it's thecenter, it's the heart of your
fundraising.
That's going to organize you,it's going to to help make you
more efficient and effective asa fundraiser.
So, do you have that in place?
Are you using it to its fullestcapabilities, so that then you
(17:50):
know who are your, you know whoare your donors, who are your
people.
And even, actually, a step, I'mgoing to go a step backwards a
little bit and talk just for asecond about compliance.
Jess knows this about me I'm agoody two-shoes, the rule
follower.
I am a rule follower.
So you know, do you have all ofyour you know registrations and
(18:15):
permits in place that you needto have to be able to be out
there?
Fundraising and the importanceof those, obviously beyond
compliance, is just creatingthat trust and transparency
among your audience and yoursupporters.
So really it's starting thereand then moving to that
infrastructure of your CRM.
(18:37):
And how else are you talking toyour audience?
And then you know, having theprocesses in place to accept
donations and acknowledgedonations and be good at that.
The worst thing I feel likethat you can do is start
(18:59):
fundraising, not be totallyready, and then you know you
don't want to disappoint yourdonors because they you want to
keep them.
The goal is these are yourpeople.
They're supporting what you'redoing, they're supporting your
mission and your programs andyou want to.
You want that relationship tobuild and grow, not disintegrate
(19:23):
.
Speaker 1 (19:24):
That retention metric is more and more important
every year, absolutely so.
Ok, so just from your point ofview, then right when we have
point of view, then right whenwe have.
I think part of that has to betracking right, because if
you're not, if you don't knowhow many donors you're keeping
(19:44):
or how many you've acquired, orwhere you are to the goal best
laid plans, right If you're.
If you don't, if you don'tactually have a way to track any
of those things, what are someof those metrics that we should
be?
I mean, I just tossed out a few, but what are some of those
things that we really need tostart paying better attention to
from the tracking standpoint?
Speaker 2 (20:04):
Well, you know we talked about the retention, but
you know, when we start at theend and we talk about budget,
what are you trying to get to?
What we also like to dig aroundis how many people are you
already talking to?
Who is in your database right,and are we increasing donors
each year or are your numbersgoing backwards?
(20:24):
Are they giving more each yearor are they giving less each
year?
You know, and I think that wecan start talking about all of
the KPIs, but I think, fornonprofits or fundraisers in
this stage, the word that wealways use is realistic.
Be realistic in what your plansare and your goals, because
(20:46):
what we often see is you know,there are times where
organizations will come to usand say well, you know, we need
to raise a million dollars, andwe'll ask all of the questions,
and one of the questions arewell, how many donors do you
currently have that are active?
And then something like five,and we time out right, we hit
(21:07):
that pause again and we hit thepause.
Speaker 1 (21:09):
So, yeah, unless those people are all Melinda
Gates, then you're probably notgetting a million dollars out of
five people, Right?
Speaker 2 (21:16):
So you know, I mean it's all of those things, but I
think, in terms of what numbersto watch and pay attention to is
, are the number of people thatyou are talking to increasing?
Are they converting?
Are they actually you know, ifyou, if you're sending
newsletters and newsletters andemails and they're following
your social and you know that,are they actually giving?
(21:39):
What are they responding to?
So I would say that in this case, when you have an organization
that's looking at thefundraising readiness and we're
just getting started, start withthose basics, because it can
become overwhelming.
Yeah, and we want you to stayin the realistic conversation.
Yeah, and that's really big forus.
(22:01):
We probably talk about that2,352 times a day like stay
realistic and what your plansare and your strategies, because
ultimately, we don't want youto burn out.
We don't want thedisappointment.
Yes, and you said it earlierabout you know you kind of hope.
It's going to happen and we hada very wise Megan and I worked
(22:23):
for a woman who was very wiseand did nonprofit for a really
long time and she would tell usover and over again hope is not
a strategy, over and over.
Yes, so stay realistic.
So when you're looking at thosetracking numbers.
It's you know.
Stay with the basics.
Are your donations increasingor decreasing from year to year,
(22:44):
even from month to month?
Break it down if you need to.
Are you retaining your donors?
Are they converting?
Those are the things that wereally try to get them to focus
on before all of the others.
Speaker 1 (23:00):
Part of that, at least in my experience and
working with a number ofnonprofits across the last
couple of years, there has to beboth clarity within the
organization about what the goalis, but also clarity in the
message about like otherwisepeople don't care.
If they can't understand whatyou do, then they don't have a
(23:27):
reason to care, right, and sothat that in and of itself, just
building that kind of trustaround the organization,
building that kind of clarity sothat your donors could actually
say here's what they do thathas to be a piece of this, and
I've worked with so manyorganizations that come in and
they're like, yep, we do X, yand Z and Q and five, and you're
like I can't help you unless weget to that clarity.
(23:52):
Megan, maybe talk to that justa bit about how do we define
that, how do we figure outwhat's working and what that
clarifying message is, so thatpeople understand what we do and
want to support it.
Speaker 3 (24:05):
Absolutely, you know.
You're so right, megan, let'snot overcomplicate it.
Yeah, this is the problem.
This is what we want to do tosolve the problem and how we
need your help, right?
Let's try to keep it as simpleand digestible, because we know
that we don't have everyone'sattention for more than what
(24:28):
seconds at a time.
So how can we truly keep thatmessage very clear, concise,
make it simple, and one of thethings I think we all need to do
is step out of that internaland you said it that internal
organizational mindset, becausethe jargon and the you know, the
(24:53):
too much, sometimes too much.
Yes, does my, would my motherunderstand this?
Would my grandmother?
You know?
Right, let's let's make itsimple, because we kind of tend
to put our blinders on and we'rein our zone and we know what
we're talking about.
Maybe that internally, butexternally doesn't make sense.
(25:17):
Let's flip the script a littlebit and test it.
Test it on again, test it onyour mom, test it on your
grandma, yeah, absolutely.
Test it on again.
Speaker 1 (25:23):
Test it on your mom, test it on your grandma, yeah
absolutely Test it on people whohave no idea what it is you do
for a living.
By the way, kids are fantasticfor that.
If your second grader can't getit, you're done yeah.
Speaker 3 (25:40):
One of my.
I have to say one of myfavorite things that my kids do.
I'm going to digress here for asecond and just say one of my
favorite things that my kids do.
I'm going to digress here for asecond and just say one of my
favorite things that my kids dois like that Mother's Day thing,
like what does your mom do?
And my kindergartner says, likeI said last year, she gets
money for her friends.
So that's what I do.
Speaker 1 (25:59):
There it is, fundraising in a nutshell I get
money for my friends.
Speaker 3 (26:02):
Oh, I love it.
You got it right fundraising.
Speaker 2 (26:04):
In a nutshell, I get money from my friends.
Oh, I love it.
Speaker 3 (26:06):
I know.
Speaker 1 (26:06):
Absolutely so.
Yes, I love that, I love that.
So tell me a little bit, jess,I'll toss this to you.
You guys have worked with a tonof different organizations.
Talk to me a little bit about,maybe, somebody who has put this
into practice of like gettingback to the basics here's where
we start and then what came fromthat?
(26:28):
Like a success you saw, or evenjust and it doesn't even have
to be like a huge organization,we raised a million dollars in
five months but like even just apersonal story where you saw
somebody really embrace this andmove forward.
Speaker 2 (26:44):
Yeah, but we had a great opportunity to work
alongside of an organizationlast year whose mission is to
mentor young men in theBaltimore area and, you know,
just smart and you know, excitedabout the work that they're
doing, and dedicated andpassionate.
You know all of the perfect mixof what they need to get
(27:07):
started, but didn't have thetools and resources to know, as
you said earlier, like what theheck is next, what do we do next
?
Right, we have some of thesebasic pieces, but didn't know
some of those components.
So we were able to jump in andthey'd been operating for a few
years at this point, so had somesuccess.
(27:27):
Even, you know, did some largeevents, some large scale events,
had corporate sponsors undertheir umbrella that they were
working alongside of, but reallydidn't know how to level up at
that point and what to do next.
You know, and really getting inand working alongside of them.
We were doing an assessment forthem and you know, just sort of
(27:48):
broke it down from everything ofall of their revenue streams
and how are they fundraising, totalking a lot about who are
their people and how is theboard involved in this
conversation.
What is the staff doing?
And, you know, are they fullyutilizing their time.
Time is the most you know thingin nonprofit right.
(28:13):
We all have a limited number ofhours every day.
So were they doing the thingsthat we're going to focus on?
You know, building thoserelationships, you know going
deeper with the relationship.
So we were able to really digin with them at that point and
assess what they were doing and,you know, took the time for
them to go through every singlepiece and we put together an
(28:37):
assessment for them.
They started implementing itright away and the feedback was
at that point, you know, wedidn't know what we were
supposed to be doing thatdeveloped into a fundraising
plan that we put in place forthem.
So they are off and running now.
They have, you know, not justthe paper and the document in
front of them which is going totell them what to do next, they
(28:59):
have the understanding and theclarity around how to better
utilize the resources that theyhad already.
Speaker 1 (29:07):
So good, yeah.
So if somebody else wanted tolearn more about you guys and
the work that you're doing, orbe that success story, how do we
find you?
How do we best connect with youguys?
Speaker 2 (29:19):
Well, and Meg, I'm sorry.
No, go ahead.
You can find us.
Yeah, we have a website.
Obviously it'sweknownonprofitcom, so you can
find us there.
We also are active on LinkedIn,which is Nonprofit People, and
we have an Instagram page, soyou can find us there.
(29:39):
As always, too, you can emailus.
We always pick up our emailright away.
So it's Jessica at we KnowNonprofit and Megan at
WeKnowNonprofitcom.
Speaker 1 (29:54):
I love it.
So, as part of this wholeseason of podcast, one of the
questions that we've beenclosing with is if you could
give one piece of wisdom orencouragement to nonprofit
leaders right now.
What would be your littletidbit that you would share?
Jess, we'll start with you.
Speaker 2 (30:08):
Mine is.
I think the answer is stayhuman.
Yes, stay in it.
And you know, fundraising isabout people and it's about
relationships.
So have the conversations good,bad, ugly, you know with your
donors, you are asking forfeedback.
(30:30):
You know, learn about them,listen.
Have a conversation with yourteam and your board.
Learn about them, listen.
You know, I think that we aremoving in a direction that we're
we're unsure what it will looklike in the next few years and
you know, I just always thinkthat the genuine part and the
(30:51):
real part of what we do is aboutpeople and the relationships
that we build.
So stay human first.
Speaker 1 (30:59):
Yes, megan, how about you?
Speaker 3 (31:01):
So I think to layer onto that, it's to celebrate all
the little wins along the way.
We know that this work can beoverwhelming.
At times it can feel very heavy.
At times We've been in thechairs, we've been wearing
multiple hats.
So try to take that step backand celebrate every little
(31:27):
milestone, every little successwith your team.
You know, enjoy it and everylittle success is a step forward
.
Speaker 1 (31:36):
I love it.
Thank you both for being here.
Megan Friends and Jess DeVitofrom Nonprofit People Appreciate
you guys sharing your insightas part of this Nonprofit 101
series.
Thank you, and thank you forbeing such a good resource for
all of the nonprofit peopleAppreciate you guys sharing your
insight as part of thisNonprofit 101 series.
Speaker 2 (31:46):
Thank you, and thank you for being such a good
resource for all of thenonprofit people.
Speaker 1 (31:50):
Yeah, it's our pleasure.
This has been another episodeof the Nonprofit Hub podcast.
I'm your host, Megan Spear, andwe'll see you next time you.
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