Author: CFA

CFA’s quarterly book review guides readers toward sources that will help them get better returns on their fundraising efforts.

The Generosity Network: New Transformational Tools for Successful Fundraising
By Jennifer McCrea and Jeffery C. Walker, with Karl Weber

This year, CFA’s content theme is “creating a culture of philanthropy.”  The phrase “culture of philanthropy” refers to the set of beliefs, assumptions, and commitments that people adhere to within nonprofits. The Generosity Network: New Transformational Tools for Successful Fundraising, by Jennifer McCrea and Jeffery C. Walker, provides tactics for building a culture of philanthropy through its focus on cultivating the kinds of donor relationships that lead to transformative results.  

Jennifer McCrea is a 30-year veteran fundraiser and the creator of the course Exponential Fundraising, which was originally offered through Harvard University’s Kennedy School. Jeffery C. Walker is a former managing partner of JP Morgan Partners and serves on the boards of several nonprofits. The Generosity Network offers guiding philosophical principles and practical strategies that help fundraisers move away from the grind of transactional fundraising and toward more connected, purpose-driven partnerships between fundraisers and deeply committed donors. 

The book is divided into two parts. Part one deals with transforming fundraising relationships by asking fundraisers to know themselves first and then rethink their donor partnerships. The authors recommend investigating one’s own feelings about money, and about asking for money, as well as the fear of rejection and the general sense that resources are limited and hard to come by. The book identifies many ways to work with internal blocks connected to money and transform a scarcity mindset into an abundance mindset. Mindfulness is a primary strategy, among others. Simply cultivating awareness of an aversion to talking about money, or recognizing that you struggle with a scarcity mindset, can be the first step to better communication with important stakeholders.  

Once the internal work is underway, it is important to rethink donor relationships. A healthy culture of philanthropy is defined by the collaborative relationships that form around an organization’s mission. These co-creative partnerships can only be nurtured when fundraisers connect to donors as people. McCrea and Walker openly acknowledge that there is no manual for creating warm human connections, but they also offer multiple ways to create space in conversations for the hopes, dreams, and aspirations that can be fulfilled when donors are empowered to make a difference for the people and causes they care about.

When asked, “What is the secret to successful fundraising?” McCrea always gives the same answer, “I know from the bottom of my heart that people want to make a difference with their lives and with their money. They want to work together and share their passion with like-minded individuals. And that’s why philanthropy grows from deep-seated human needs. That’s the only secret.” Building strong philanthropic relationships requires a fundraiser to share openly and listen deeply, to be both vulnerable and courageous, to act as leaders and share power with others who want to offer more than just financial support.  

When an effective philanthropic network has been established, the real work of managing that network begins. Part two of The Generosity Network offers practical strategies for growing the network and keeping it energized. Two chapters focus on things every fundraiser must consider: “The All-Important First Meeting” and “The Ask.” The authors also provide a chapter on Jeffersonian dinners and other community-building tools that spark ideas, encourage conversation, and forge the strong values-based bonds that transform philanthropic networks into powerful agents of change. The book ends with an insightful chapter on leveraging the full power of the board.  

Full of compassion for the difficulty of bringing people and resources together around a cause,  this book is also an inspiration: bursting with ideas, new ways to think, and new tactics to try. The author’s strategic recommendations are all designed to increase fundraising success. The philosophical perspectives put fundraisers in touch with the joy and connection to be found in doing the rewarding work of making a difference. 

Leslie Cronin, Senior Manager of Strategic Communications

Leslie Cronin comes to Creative Fundraising Advisors with broad experience in education and nonprofits. Early in her career, she taught English, composition, and creative writing at selective independent schools, colleges, and universities. In 2005, she became Senior Development Writer at the Museum of Fine Arts, Houston, overseeing all aspects of communication coming out of the museum’s development department including exhibition descriptions, grant applications, correspondence with major donors, acknowledgements, and event invitations.

Leslie later brought her experience in education and fundraising to a new role, serving first as board member and then vice president of the board of an independent school in Houston, Texas. During her tenure, she was instrumental in the formulation of the school’s 20-year plan, including its successful accreditation as an International Baccalaureate institution. She worked closely with a wide variety of consultants on urban planning, architecture, and a fundraising feasibility study. Her insight into the client experience helps her every day in her work for CFA.

As Senior Manager of Strategic Communications, Leslie helps CFA’s clients shape their campaigns for maximum impact and results by leading case development workshops, writing compelling case summaries, and crafting powerfully persuasive campaign collateral. Additionally, Leslie manages CFA’s brand voice by developing content for the firm’s resource library and overseeing the editorial calendar. 

Leslie believes nonprofits have the power to change the world. In crafting cases for support, she writes as a committed advocate for each client and their goals. Leslie holds two Masters degrees, one an MFA from the Iowa Writers’ Workshop, the other an MA in English Literature from Temple University. She is mother to two grown children, a voracious reader, and an amateur equestrian. She lives on Cape Cod with her husband, author Justin Cronin, and their rescue dog, Lonesome Dove.

Muriel* is the executive director of a nonprofit theater with an annual budget of $19 million. She recently got a message from Arthur, a board member, expressing disappointment: his daughter had been treated rudely at the box office when she asked to exchange her tickets for another date. Muriel responded the way most people would–she felt a little annoyed at first and wanted to have a word with the front-of-house manager about the employee involved. But, upon further reflection, she realized that she’d heard of two other minor mishaps with public-facing staff in the last three months. Muriel had to admit that Arthur’s note was not indicative of an isolated incident. She also realized that in the last few years, there had been no substantive training or even a discussion with her team about a culture of philanthropy. She knew she needed to get busy shifting the internal culture. 

What is a “Culture of Philanthropy?”

The term “culture of philanthropy” is not well understood. To start with, the word “philanthropy,” meaning “love of humanity,” is something of a speed bump because most people associate it with well-known philanthropists or large foundations (think MacKenzie Scott or The Gates Foundation). You might wonder: “What does philanthropy have to do with customer service in a box office?” The connection lies in the word “culture.” Peter Drucker, who researched and wrote about organizational dynamics in the mid-20th century, famously said, “Culture eats strategy for breakfast.” This means that the culture of an organization supersedes other large determinants, including broad strategic initiatives and, to a certain extent, even leadership. Culture can persist long after strategies have been deployed and leaders have moved on.  

Founder and CEO of Creative Fundraising Advisors, Paul Johnson, puts it succinctly: “When there is a culture of philanthropy in your organization, it is pervasive. Everyone knows they have a role to play in fundraising; from board to leaders to staff to volunteers, every person understands and embodies the mission, values, and goals of the enterprise.”  

So what does a culture of philanthropy look like in action? Paul says that a culture of philanthropy is recognizable in a few ways:

• First, everyone shares responsibility for development.
• Second, fundraising is fully integrated with the mission.
• Third, the organization is committed to cultivating co-creative partnerships, in which donors are embraced as active stakeholders and empowered to share time, ideas, and expertise, as well as financial support.

Shared responsibility for development does not mean that everyone in the organization is soliciting donations; rather, everyone understands that the organization’s purpose is to carry out a mission that can only be supported through philanthropic means. In large or small nonprofits, everyone connected to the enterprise shows up ready to play their role in a way that carries out the mission and makes the organization worthy of the donations it receives.  

For Muriel, this meant providing training for her front-of-house staff to remind them of their importance as one “face” of the organization. The employees in this public-facing department speak directly with audience members, ticket buyers, and subscription holders nearly every day. This is a tremendous responsibility. When any public-facing employee or volunteer treats visitors with kindness, respect, and goodwill, that employee is advancing the culture of philanthropy. An usher in an auditorium would not know if he is seating someone who purchased a discount ticket ten minutes ago or someone who will be the next President of the Board. Every visitor and every interaction matters; every employee on the team is an ambassador for the organization. 

Fundraising is fully integrated with mission when development is not siloed or separate from the other departments. No nonprofit mission can be fully realized without fundraising, so it’s important for the development department to be conceptually linked to the mission and functionally connected to other departments in the organization. When development is thought of as separate from the mission, just a  department tasked with asking for money, the work of fundraising becomes transactional. The fundraisers’ work turns into a money chase, a rush to get the dollars needed to pay the bills for a mission that is carried out elsewhere in the building. This dynamic is alienating for everyone. It disconnects the development team from the big picture mission and cuts off the opportunity for donor relationships to be nurtured and for constituents to contribute their ideas, expertise, or time.  

To foster cooperation between fundraising and front-of-house, Muriel arranged for both teams  to meet for a conversation. Each department explained their roles to one another and then brainstormed ways they could collaborate on the larger goal of advancing the mission. It was revelatory for the front-of-house staff to learn that they could make or break a gift based on how they interacted with audience members. They gained a whole new perspective on their power to influence the success of the organization as a whole.    

When the organization is committed to cultivating co-creative partnerships, a whole new world of collaboration opens up. It is important to note that the shift from transactional giving to co-creative partnerships is a big part of donor-centric fundraising. Studies over the last decade indicate that this is what donors want from their interactions with nonprofit organizations. They are seeking relationships in which they can serve as engaged participants rather than sidelined benefactors. When organizations emphasize relationships over transactions, the conversation gets much richer. Co-creative partnerships are more sustainable. They lead to more than one gift and provide organizations with many other resources, such as volunteer hours, professional expertise in a wide variety of fields, and access to a broader network of people.  

Leading by Example

To follow up, Muriel called Arthur’s daughter, Ann, and asked her to coffee. It turned out that Ann, a young attorney, had attended drama classes in the organization’s education department in her teen years and had later been in an improv group in college. Ann said she had some ideas for improvisation workshops and that she’d love to help pilot a program if Muriel thought teens would enroll in it. Muriel agreed it was worth exploring. She went back to the office and called the Director of Education to tell him about this new relationship and get him connected with Ann, so the two of them could discuss the details.  

Paul brings up one last point for consideration in building a culture of philanthropy in your organization: “The responsibility for making it work rests squarely on the shoulders of leadership. Leaders must model it, teach it to their staff, reinforce it regularly, seek the opportunities, make the community connections, and tend to those relationships if they want them to last.” 

Muriel’s culture-of-philanthropy journey unfolded in just this way. It was on her to initiate the changes, but the effort was decidedly worth it. She started with bad news from a board member and ended with her front-of-house staff energized by a new consciousness of their importance to the mission and two departments more closely connected by exploring ways to help each other. The start of a new relationship with Ann, the second generation of a family with close ties to the organization, was an unexpected bonus. 

Partner With Us

Could the culture of philanthropy in your organization use a boost? CFA’s consulting team can help you understand how your unique internal culture is functioning and where there may be opportunities to strengthen the culture of philanthropy and optimize your fundraising success. Contact CFA today.

*Disclaimer: Client confidentiality is paramount in our work with each and every organization. The story in this article is fiction, an amalgamation of several situations drawn from CFA’s broad experience in serving nonprofit organizations.

Leslie Cronin, Senior Manager of Strategic Communications

Leslie Cronin comes to Creative Fundraising Advisors with broad experience in education and nonprofits. Early in her career, she taught English, composition, and creative writing at selective independent schools, colleges, and universities. In 2005, she became Senior Development Writer at the Museum of Fine Arts, Houston, overseeing all aspects of communication coming out of the museum’s development department including exhibition descriptions, grant applications, correspondence with major donors, acknowledgements, and event invitations.

Leslie later brought her experience in education and fundraising to a new role, serving first as board member and then vice president of the board of an independent school in Houston, Texas. During her tenure, she was instrumental in the formulation of the school’s 20-year plan, including its successful accreditation as an International Baccalaureate institution. She worked closely with a wide variety of consultants on urban planning, architecture, and a fundraising feasibility study. Her insight into the client experience helps her every day in her work for CFA.

As Senior Manager of Strategic Communications, Leslie helps CFA’s clients shape their campaigns for maximum impact and results by leading case development workshops, writing compelling case summaries, and crafting powerfully persuasive campaign collateral. Additionally, Leslie manages CFA’s brand voice by developing content for the firm’s resource library and overseeing the editorial calendar. 

Leslie believes nonprofits have the power to change the world. In crafting cases for support, she writes as a committed advocate for each client and their goals. Leslie holds two Masters degrees, one an MFA from the Iowa Writers’ Workshop, the other an MA in English Literature from Temple University. She is mother to two grown children, a voracious reader, and an amateur equestrian. She lives on Cape Cod with her husband, author Justin Cronin, and their rescue dog, Lonesome Dove.

A strong culture of philanthropy can serve as a unifying force within a nonprofit organization. 

Reinforced through strong partnerships, shared goals, clear metrics, and consistent processes, a culture of philanthropy is paramount to aligning the work of an organization’s development and marketing teams. At their best, the work of these departments can be collaborative and complementary, elevating their organization’s trajectory. Yet, it is not uncommon to find these teams at odds, pursuing distinct or even conflicting goals and priorities.

So, what are the core components of a culture of philanthropy? And what are some tangible steps to enhance internal coordination between development and marketing teams?

With over 25 years of experience in higher education, program development, and nonprofit advancement, CFA Principal-West Coast Kristin Love answers these questions and offers strategies to increase internal alignment while enhancing your organization’s culture of philanthropy.

Building a Strong Foundation for Growth

Not always visible on the surface, a culture of philanthropy is more akin to an organizational undercurrent. Despite the plethora of ways that a culture of philanthropy can manifest within a nonprofit, a recent study examining shifts in the culture of philanthropy identified four common components that make this seemingly ambiguous term more tangible.

By definition, nonprofits are dependent upon philanthropy to carry out their mission and remain economically viable. When a culture of philanthropy is a core element of the organization’s broader culture, it provides a mutually reinforcing set of beliefs, accountabilities, and actions that prioritize fundraising at every level of the organization. As a result, all staff – from the top to the bottom – understand their role in advancing philanthropy within their organization and appreciate the role of philanthropy in advancing their work.

Strengthening the Donor Cultivation Cycle

The benefits of aligning development and marketing teams around a shared culture of philanthropy are visible within every stage of the donor cultivation cycle. While there are clear distinctions between annual and major giving cultivation cycles, strong partnerships between development and marketing are vital for nurturing donor relationships at all philanthropic levels.

• Discovery: Marketing can offer development a relevant lead generation pipeline by reviewing data such as open rates, click-throughs, and social media activity to identify new donor prospects amongst new and highly engaged constituents.
• Cultivation: Development can partner with marketing to create and execute communication plans and donor engagement opportunities that feature a balance of program impact and philanthropic storytelling relevant to a wide range of target audiences. 
• Solicitation: Marketing can support development in the design of compelling appeals, proposals, and supporting materials to inspire new, renewed, and increased giving.
• Stewardship: Development and marketing can partner to retain current donors through consistent and creative storytelling that reaches constituents through a variety of formats and channels, providing donors with various opportunities to identify with the organization. 

Fostering Greater Connectivity Between Development & Marketing

Whether your organization seeks to establish a stronger culture of philanthropy or simply wants to enhance collaboration between development and marketing functions, pursuing these key steps will help move the needle on both fronts. 

1. Build relationships between development and marketing teams at all levels.
   While few staff are eager to add another recurring meeting to their calendars, development and marketing leaders must come together to prioritize team building, support ongoing communication, and provide a clear line of sight to mutual priorities. 
   
2. Establish shared goals articulated within a comprehensive development plan.
   Development planning is a collaborative process that articulates the goals, strategies, activities, and accountabilities of each fundraising program. The benefits of the development planning process and resulting document extend far beyond the development team by articulating points of connection and fundraising-related accountabilities across marketing and other functions within an organization. 
   
3. Identify separate leading indicators to drive specific accountabilities. 
   While development often gets the glory as the revenue-generating team, marketing deserves credit for their pivotal role in the fundraising success of an organization. To balance the share of credit, establish metrics that will focus actions and accountabilities within each team. Rather than relying solely on lagging indicators such as dollars raised – a metric that is often attributed solely to development – organizations can lean into activity- and outcome-based leading indicators that will distinguish the roles of development and marketing staff while actively engaging both teams throughout the donor cultivation cycle. 

It is important to note that these tactics are relevant to and can be adapted for organizations with any number of development and marketing staff. Regardless of your role (development, marketing, or both) or the size of your team, establishing fundraising as a shared and integrated responsibility is sure to have a lasting impact on your organization’s internal culture and external impact.  

Partner With Us

CFA’s consulting team is adept at partnering with development and marketing teams alike to enhance their organization’s culture of philanthropy while maximizing fundraising success. If you are interested in exploring how CFA can partner with your development and/or marketing teams, contact CFA today.

Kristin Love, Principal, West Coast

Kristin is a proven capacity-builder, collaborator, and change-maker in the philanthropic space, with over 20 years of experience in higher education, program development, and nonprofit advancement. Prior to joining CFA, Kristin served as Vice President for Development at Loyola Marymount University in Los Angeles, California. At LMU, she oversaw efforts to evolve development structures and processes to motivate an accountability-driven environment, partnering with academic and administrative leadership to align goals and priorities in pursuit of increased philanthropy.  

Before LMU, Kristin held leadership roles in the advancement offices at Colorado College and University of Denver, championing creation of new initiatives at both institutions that integrated engagement and philanthropy. Her career experience includes development roles at large national and small local nonprofits, as well as global organizations such as JDRF International. Her passion for mission-centric fundraising work and the positive impact it can have on institutions and organizations began as a work-study student in the grants office at her alma mater, Baylor University, where she earned a BBA in public administration and Spanish.

A native of Dallas, Texas, Kristin spent over two decades in Colorado before relocating with her family to the Los Angeles area in 2020. The mother of 15-year-old twins, Kristin enjoys watching her daughter’s athletic pursuits, and son’s music and acting endeavors. In her free time, she can be found traveling or at a potter’s wheel.

Email Kristin

Kendall Carlson, Content Writer

A frequent contributor to CFA’s digital content, Kendall Carlson has spent her career advancing nonprofit organizations across the Twin Cities. With 16 years of experience, Kendall brings a balance of strategic and operational leadership spanning fundraising, program development, evaluation, and strategic planning.

Most recently, Kendall served as Development and Communications Director at Hired, where she diversified revenue for the organization’s $11M budget and increased individual giving by 60%, led a rebrand, and launched an organization-wide data for impact initiative. Prior to Hired, Kendall served at Greater Twin Cities United Way, where she led an advancement strategy team to increase investment and engagement from the organization’s top corporate and major donors.  Kendall is known as a strategic, solution-oriented leader with a high capacity for detail and commitment to quality. She launched her consulting practice, Luminate Consulting, in 2022 to bring her skills in fundraising and program strategy to nonprofits seeking sustainable growth.

Grantmaking institutions are an essential part of a nonprofit’s fundraising strategy and come in many shapes and sizes – from corporate and private foundations, community and regional foundations, to collectives and intermediaries. According to Giving USA, foundation and corporate donations comprised 25% of all philanthropic support in 2023, underscoring the vital role grantmaking entities play within the nonprofit landscape. 

While engaging with grantmakers often requires more planning and preparation than individual donors, the cultivation and stewardship strategies share many similarities. The main challenges lie in identifying the best-aligned institutions and building trusting relationships with their staff.

CFA’s Principal Mid-Atlantic Johnny Burleson with over 20 years of nonprofit advancement experience, offers recommendations for successfully engaging grantmaking institutions. Joining him is CFA’s Senior Project Manager John Teknus, who brings insights from his previous role as a portfolio analyst with the Open Society Foundation (OSF).

Identifying Aligned Opportunities

While it can be easy to fall into a pattern of engagement with a core set of funders, proactive prospect research should be a regular priority of every development team. Using online tools such as Foundation Directory, Candid, Instrumental, or DonorSearch can expedite lead generation while supplemental research via funder websites can provide other vital insights as organizations narrow their list of grantmaking prospects.

John emphasizes, “Thorough research is crucial. Understanding a funder’s priorities and giving patterns can significantly increase your chances of securing support.”

While the expanding array of information available online can result in long lists of prospective funders, strategically prioritizing institutions that are a good fit is essential. By concentrating on funders whose missions and giving patterns align most closely with your organization’s programs, target audience, and geographic focus, your research and subsequent engagement efforts will have a much stronger return on investment. 

As your top priority institutions are identified, assemble a list of their board, trustees, and key staff to aid in identifying any connections your organization might request an introduction from. More on that below!

Preparing to Approach Grantmakers

Before reaching out to a grantmaker, nonprofits should be equipped with key internal plans and documents to support the next stages of engagement. Often developed in close collaboration with an organization’s leadership, finance, and program staff, grant proposals typically require detailed organizational narratives and program plans, budgets and timelines, financial and annual reports, as well as lists of board members, leaders, and funders. 

“Complex funders often require detailed documentation,” notes Johnny. “Having comprehensive, up-to-date organizational documents ready can streamline the application process and demonstrate professionalism.” John adds, ” Having these documents prepared and up to date will enhance your ability to strategically and meaningfully engage with these grantmaking institutions.”

Strategies for Cultivating Grantmakers

When it comes time to make an introduction, personal connections are conducive, but not always essential, for engaging with a new grantmaking entity. Johnny advises his clients to take a proactive approach in engaging with grantmakers outside of a solicitation request; a strategy that is particularly effective for individual donors as well.

John agrees, “Building relationships with grantmaking institutions is about more than just seeking funds. Engage them as partners in your mission, and you’ll often find they offer valuable insights and connections beyond financial support.”

Identifying advocates within your network with personal or professional connections to grantmakers can help to open doors that may otherwise remain closed. However, the lack of a connection should not hinder your organization from reaching out. A concisely articulated introduction of your organization outlining your alignment to the institution’s funding priorities as well as suggested next steps for engagement will increase the likelihood of continued conversation.  

Requesting a meeting and seeking the targeted advice from their staff can provide invaluable insight while building a strong foundation for future support. As CFA recommends in a recent article on Donor Cultivation and Stewardship, strategic engagement with the staff at grantmaking institutions may look similar to approaches taken with individual donors: an invitation to an upcoming event, program tour, or personalized email update on targeted initiatives or strategic plan milestones. 

However your organization seeks to engage with grantmakers, these critical relationships can yield a multifaceted return on investment by engaging their staff as top shareholders in your organization’s vision and strategic direction. In addition to consistent, long-term support, these critical stakeholders bring influence, connections, guidance, and insights that can further advance the work and mission of the organizations with whom they closely engage. 

Best Practices for Stewarding Grantmakers

Strong relationships with grantmaking institutions enable a robust understanding of funding priorities and a clear line of sight to upcoming funding opportunities, better positioning your organization to submit compelling and well-aligned grant proposals and increasing the likelihood of an award. Similar to individual donors, the relationship with a grantmaking institution is far from over once a grant is approved; it has really just begun.

“Effective stewardship is key to long-term partnerships,” John explains. “Regular, tailored communication that goes beyond formal reporting can help maintain and strengthen these crucial relationships.”

While many grantmaking entities will provide detailed reporting guidelines and preferences for recognition, these milestones offer the opportunity to strengthen the relationship while maximizing the investment through added expertise and connections. For example, a conversation with the grantmaker may uncover ways to bring their staff closer to the programs they are investing in to offer advice and guidance, while unique public relations and recognition ideas may offer exposure for both the funder and grantee. With a trusting relationship established, existing funders are also oftentimes able to recommend and provide leads to other grantmakers. 

As your organization establishes relationships with key grantmaking personnel, creating a segmented communication strategy will enable more relevant and tailored communications through the stages of cultivation as well as stewardship. Johnny advises his clients to create stewardship plans that align to the size of the grant and distinct preferences of the funder. Building from a complementary set of communication strategies for individual donors, informational progress updates and organizational announcements in addition to personal outreach can serve as complementary strategies to strengthen the relationship.

Whether or not your organization has a history of securing significant investments from grantmaking institutions, Johnny recommends that organizations continue to proactively identify and establish relationships with new funding prospects. Seeking advice, testing ideas, and inviting funders to engage more closely will expand your pipeline, allowing your organization to remain nimble as funding levels or priorities shift while opening doors for future support.

Partner With Us

CFA’s consulting team is highly experienced in supporting all aspects of our clients’ fundraising strategy, including cultivation and stewarding institutional grantmakers. If you are interested in exploring how CFA can enhance your organization’s strategy and pipeline of grantmakers, contact CFA today.

Johnny Burleson, Principal, Mid-Atlantic

Johnny comes to CFA with over 20 years of nonprofit advancement experience in the arts and cultural, educational, and human services sectors. His proven track record of high-trust, high-performance leadership spans multiple areas of expertise, including campaign planning, major gifts, corporate and foundation relations, and government relations.

As Principal, Mid-Atlantic, Johnny oversees projects spanning CFA’s suite of fundraising counsel services. Johnny believes in aligning donors’ passions with innovative ideas, emphasizing the importance of promoting philanthropy through coalition-building and partnerships to achieve the greatest impact.

Prior to joining CFA, Johnny served as Chief Advancement Officer for North Carolina Museum of Art in Raleigh, where he successfully restructured development and membership operations and transitioned the organization from a transactional approach to an institution-wide culture of philanthropy. Johnny also oversaw the planning of the largest fundraising campaign in the museum’s history.

Prior to his role at NCMA, Johnny held the position of Director of Strategic Partnerships with the Blue Cross and Blue Shield of North Carolina Foundation, playing a pivotal role in building and stewarding local, state, and national relationships to bring philanthropic and federal resources to North Carolina in support of stronger, healthier communities. Johnny’s extensive career also includes 17 years in higher education philanthropy and advancement. He began at his alma mater, North Carolina State University, where he received a BS in Textiles with a focus on the Italian textile industry. Additionally, he held leadership positions at Appalachian State University and the University of North Carolina School of Government in Chapel Hill.

Johnny has volunteered as board member for several North Carolina nonprofits, including Preservation North Carolina, Triangle Land Conservancy, Lost Province Center for the Cultural Arts, Ashe County Chamber of Commerce, and Ashe County Arts Council. Outside of work, Johnny can be found on Old Orchard Creek, his blueberry farm located in Ashe County, NC. His farm is on the National Historic Register and is also protected by a conservation easement, reflecting his personal passion for the mountains, the arts, historic preservation, water, land, trails, local food, and sustainable agriculture.

Email Johnny

John Teknus, Senior Project Manager

As Senior Project Manager at CFA, John is tasked with the design and implementation of organizational and information management tools and strategies to deliver best-in-class service for CFA’s team and clients. 

John brings a nuanced understanding of project management that draws on his extensive background in strategic planning, grant management, and partnership development. Leveraging past experience and a deep-seated passion for relationship building, John aims to create bespoke strategies that align with the unique needs of CFA’s partners.

John has a diverse range of experience, including his time at Youth Enrichment Services and St. John’s University. As a Prevention Specialist at Youth Enrichment Services, John effectively communicated with local officials and community members, addressing issues impacting students and schools. During his tenure as a Community Partnerships Associate at St. John’s University, he successfully directed the operations of social service centers across the New York metro area while managing a cohort of dedicated undergraduate students. These experiences honed his leadership skills, community engagement expertise, and ability to navigate complex organizational environments.

Most recently, John served as a Portfolio Analyst at Open Society Foundations, where he played a pivotal role in managing grants across five portfolios in the Economic Justice Program. John excelled in building relationships with external stakeholders, internal colleagues, and organizational officials, fostering collaboration and facilitating effective communication. Furthermore, his due diligence interviews and audits on organizations provided valuable insights for decision-making processes, contributing to informed and strategic grantmaking. Through his exceptional skills in project management and stakeholder engagement, John made a significant impact on his team’s strategic goals to promote economic justice and social change.

A native of Long Island, New York, John holds a MA in International Relations and Comparative Politics from St. John’s University and a BA in Political Science from Canisius College. When he’s not working, he can be found exploring the New York area with his partner, Nora.

Email John

Kendall Carlson, Content Writer

A frequent contributor to CFA’s digital content, Kendall Carlson has spent her career advancing nonprofit organizations across the Twin Cities. With 16 years of experience, Kendall brings a balance of strategic and operational leadership spanning fundraising, program development, evaluation, and strategic planning.

Most recently, Kendall served as Development and Communications Director at Hired, where she diversified revenue for the organization’s $11M budget and increased individual giving by 60%, led a rebrand, and launched an organization-wide data for impact initiative. Prior to Hired, Kendall served at Greater Twin Cities United Way, where she led an advancement strategy team to increase investment and engagement from the organization’s top corporate and major donors.  Kendall is known as a strategic, solution-oriented leader with a high capacity for detail and commitment to quality. She launched her consulting practice, Luminate Consulting, in 2022 to bring her skills in fundraising and program strategy to nonprofits seeking sustainable growth.

Job Postings:

• Fundraising Consultant

TITLE

Fundraising Consultant

POSITION TYPE

Full-time, FLSA exempt

LOCATION

Remote with 40% travel

PURPOSE

Creative Fundraising Advisors (CFA) is building capacity as we bring the best and brightest people and ideas to work with our mission-driven, nonprofit clients. We are looking for a dynamic professional with a growth mindset and deep expertise in direct fundraising experience and demonstrated expertise creating, implementing, and growing fundraising programs. Interested applicants should be motivated by the opportunity to contribute to a highly responsive, entrepreneurial environment and to continually innovate on fundraising consulting to meet our clients’ needs. 

The Fundraising Consultant will work remotely with the CFA team and our non-profit clients across the United States with 40% travel to client and team meetings required. Initially, the Fundraising Consultant will provide expertise and strategy to new and existing clients managed by CFA principal consultants. Over time, the successful candidate will also have the opportunity to manage their own portfolio of clients.

Reporting to the Head of Consulting, the Fundraising Consultant is key to CFA’s commitment to providing comprehensive and creative solutions to clients. In addition to providing counsel to multiple nonprofit organizations in the planning stages, quiet phases, and public phases of multi-million dollar campaigns, CFA also provides ongoing fundraising counsel to organizations of all sizes. The Fundraising Consultant uses their own experience, best practices, and a creative approach to develop strategies and solutions – each to the unique needs of the client. The Fundraising Consultant will join a team with over 200 years of combined fundraising experience, providing a fresh perspective from which to serve our clients.

RESPONSIBILITIES

• Assist with and, over time, lead multiple client engagements simultaneously with a primary focus on development assessments and fundraising counsel, as well as campaign feasibility studies and campaign counsel
• Analyze organizational capabilities and create strategies and recommendations for successful fundraising programs at all giving levels and from all potential revenue sources
• Conduct internal interviews with client board and staff, feasibility study interviews with donors and prospects, and lead community listening sessions and focus group discussions
• Create customized reports for clients with findings and recommendations for future organizational success, including development assessment and feasibility study final reports
• Serve as a resource to the client’s development team, leadership, and Board of Directors
• Collaborate with the CFA team to ensure data analysis, strategies, recommendations, and counsel are sound approaches that maximize client success
• Support business development by participating in new business calls, drafting proposals, collaborating on CFA articles and webinars, attending conferences, etc. 
• Assist with writing and strategy to deliver compelling and visionary case summaries and other fundraising collateral
• Participate in weekly meetings with the CFA team, client teams, and other meetings as necessary via video conferencing

REQUIREMENTS

• 5-10 years of nonprofit fundraising and campaign experience, including direct experience cultivating, soliciting, and stewarding major and planned gifts from donors
• Highly effective communicator with excellent writing, listening, presentation, and facilitation skills, and a strong affinity for delivering reports and presentations to staff, boards, and other key stakeholders
• Knowledge of fundraising best practices
• High sense of urgency, responsiveness, and exceptional attention to detail required, with a demonstrated ability to manage multiple priorities simultaneously 
• Highly proficient user of Google Workspace, Microsoft Office, and Zoom applications required; additional familiarity with donor database applications preferred
• Ability to learn and adapt to various technology platforms and applications
• Ability to work remotely and collaborate with a team in a fast-paced, remote-first environment
• Bachelor’s degree preferred

COMPENSATION

The salary band for a Consultant at CFA is $80,000-$100,000, benchmarked to the Minneapolis-St. Paul market, and depending on experience and qualifications. There is room to grow over time based on a strong ability to regularly exceed expectations and demonstrate skills growth or take on additional responsibility. 

Full-time employees are eligible for a comprehensive benefits package including:

• Participation in personal and company performance bonus plan 
• Comprehensive health, dental, and vision insurance plans covered 90-100% by the company
• Generous paid time off plan with 13 holidays including your birthday and two weeks of accrued vacation in your first year 
• Company support for Giving Back including one paid day of volunteering service and a charitable giving match of up to $1,000 per year
• Fully remote working schedule
• 401(k) plan with a 1:1 employer match up to 4% of total compensation
• Remote office setup, stipend, and supplies allowance
• Cell phone stipend
• Personal professional development allowance
• Flexible spending and dependent care tax free savings plans
• Life insurance covered 100% by the company 

TO APPLY

Please email your resume with a cover letter describing the ideas and experience that you’ll bring to CFA with “Consultant” in the subject line to: [email protected]

ABOUT CREATIVE FUNDRAISING ADVISORS

Creative Fundraising Advisors (CFA) is a full-service fundraising consulting firm based in Saint Paul, Minnesota with more than 200 years of collective experience in philanthropy. Since our founding in 2014, we have raised more than $3 billion in partnership with our nonprofit clients throughout the country. We help our clients think big and lead with vision and compelling ideas that compel a community of donors to offer their support and inspire volunteers to action. We position our clients for success, bringing our knowledge and skills to the complex business of planning and fundraising. CFA focuses on arts & cultural, human services, education, and environmental organizations. 

We value collaboration, transparency, integrity, creativity, equity, and change. These values guide our business decisions, company policies, and expectations of our employees, business partners, and clients. 

CFA believes that diversity and inclusion are critical to strong partnerships and better business results. Our culture is grounded in respect and appreciation for each person’s unique perspective, strengths, abilities, and contributions. It is our expectation that CFA and its employees, business partners, and clients treat each other with dignity and respect at all times.

(Listed in chronological order)

• Science Museum of MN receives $6.5 million, its largest individual donation ever
• Every Meal finalizes purchase of new building to fight food insecurity 
• San Francisco Ballet receives a $60 million anonymous gift
• United Theological Seminary announces creation of new, tenure-track, endowed faculty position through philanthropy 
• Entertainment Community Fund launches the $160 million Essential Campaign
• Triangle Land Conservancy surpasses goal to conserve 25,000 acres of land in the Triangle by 2025
• 92NY launches $150 million Campaign for the Next 150 with $30 million lead gift from Jody Arnhold
• Neighborhood House opens new facility to expand community services
• Friends of the Mississippi River announces $5 million “Our River” Campaign
• Rancho Obi-Wan announces vision for the SAGA Museum
• Land of Sky P20 receives a $1.5 million YouthBuild grant to support training and apprenticeships to prepare young people to succeed in high-demand careers in Western North Carolina 

The start of a new year is an optimal time for fundraising professionals to evaluate progress and make adjustments to reach their goals in the coming year. If you are ready to refresh your fundraising strategy, fundraising metrics can play a transformative role in assessing progress toward individual, departmental, and organizational fundraising goals.

Importance of Fundraising Metrics 

While fundraising may be an art, it is improved by the science of data. By using data to define success, fundraisers can create accountability-driven plans that lead to increased philanthropy.

CFA Principal-West Coast Kristin Love has more than 20 years of experience of applying fundraising metrics in higher education, program development, and nonprofit advancement. According to Kristin, “The right combination of quantitative and qualitative data brings focus, promotes accountability, and ultimately helps drive a culture of philanthropy.” 

Data can encourage productivity for a fundraising team. “What gets measured, gets done,” says Kristin, adding, “Regular analysis of key metrics can impart value and enable progress toward an organization’s top priorities.” 

Identifying Effective Fundraising Metrics

Traditionally, organizations have relied on lagging indicators, such as dollars raised, to evaluate the performance of fundraising staff. These indicators are reflective of past—not current—activities, which means they are not the most accurate points to assess current fundraising behaviors.

For a more accurate depiction of current fundraising progress, Kristin recommends instead relying on activity- and outcome-based leading indicators that measure moves management in real time, such as:

• Modes and rates of donor engagement
• New donor qualifications
• Solicitations at appropriate giving levels
• Percentage of overall portfolio giving

These leading metrics can inform time management, improve accountability, and increase giving and donor retention. By coupling quantitative indicators with qualitative measures of organizational values and team culture, an organization can build comprehensive and predictive measurement systems to drive future fundraising success.

Implementing a Fundraising Measurement Plan 

If you are ready to implement metrics into your fundraising plan, Kristin recommends identifying a clear starting point for introducing them into a team’s workflow, emphasizing that, “It is incumbent upon leaders to establish a new beginning for integrating fundraising metrics as part of a broadscale reset.” 

A testing period can validate data with input from team members while also establishing new cultural norms and baselines for new metrics. Kristin suggests starting with data that is readily available and consistently tracked. A full integration of fundraising metrics requires buy-in at all organizational levels, clear and consistent methods for reviewing and applying data insights, and a commitment to continuous improvement and accountability. 

Consistent use of key fundraising metrics has distinct benefits at all levels of an organization:

1. For frontline fundraisers, a data-driven approach enables purposeful, strategic check-ins with managers and endorses productive fundraising behaviors. The consistent use of leading indicators also contributes to more consistent moves management and donor engagement across an organization. 
2. For fundraising leaders, the combination of leading indicators supplemented by qualitative, organizational metrics provides a strong foundation for hiring, decision-making, training, and portfolio optimization. For example, analyzing fundraising data between team members enables leaders to pinpoint activities that lead to success. Leveraging these insights enables leaders to intentionally celebrate and encourage effective fundraising behaviors while identifying training opportunities and scaling effective strategies through cross-collaboration.

Integrating key fundraising metrics into regular practice requires a commitment to continuous improvement and tracking of the metrics themselves, as well as data-informed fundraising strategies. As fundraising momentum builds, Kristin encourages fundraising leaders to continue refining and evolving their data to ensure ongoing relevance, provide sustained accountability, and identify new insights that will continue to drive fundraising results.

CONTACT US

CFA offers a customized, capacity-building approach to help organizations elevate their fundraising strategy through increased data integrity, sustainable reporting systems, and data insights. If your organization is interested in integrating fundraising metrics to drive philanthropic results, contact CFA today to explore how we can help.

Kristin Love, Principal, West Coast

Kristin Love comes to CFA as a proven capacity-builder, collaborator, and change-maker in the philanthropic space, with over 20 years of experience in higher education, program development, and nonprofit advancement. Prior to joining CFA, Kristin served as Vice President for Development at Loyola Marymount University in Los Angeles, California. At LMU, she oversaw efforts to evolve development structures and processes to motivate an accountability-driven environment, partnering with academic and administrative leadership to align goals and priorities in pursuit of increased philanthropy.  

Before LMU, Kristin held leadership roles in the advancement offices at Colorado College and University of Denver, championing creation of new initiatives at both institutions that integrated engagement and philanthropy. Her career experience includes development roles at large national and small local nonprofits, as well as global organizations such as JDRF International. Her passion for mission-centric fundraising work and the positive impact it can have on institutions and organizations began as a work-study student in the grants office at her alma mater, Baylor University, where she earned a BBA in public administration and Spanish.

A native of Dallas, Texas, Kristin spent over two decades in Colorado before relocating with her family to the Los Angeles area in 2020. The mother of 15-year-old twins, Kristin enjoys watching her daughter’s athletic pursuits, and son’s music and acting endeavors. In her free time, she can be found traveling or at a potter’s wheel.

Email Kristin

Kendall Carlson, Content Writer

A frequent contributor to CFA’s digital content, Kendall Carlson has spent her career advancing nonprofit organizations across the Twin Cities. With 16 years of experience, Kendall brings a balance of strategic and operational leadership spanning fundraising, program development, evaluation, and strategic planning.

Most recently, Kendall served as Development and Communications Director at Hired, where she diversified revenue for the organization’s $11M budget and increased individual giving by 60%, led a rebrand, and launched an organization-wide data for impact initiative. Prior to Hired, Kendall served at Greater Twin Cities United Way, where she led an advancement strategy team to increase investment and engagement from the organization’s top corporate and major donors.  Kendall is known as a strategic, solution-oriented leader with a high capacity for detail and commitment to quality. She launched her consulting practice, Luminate Consulting, in 2022 to bring her skills in fundraising and program strategy to nonprofits seeking sustainable growth.

The arrival of fall, the anticipation of the holiday season, and the imminent approach of the calendar year-end means one thing for nonprofit fundraising professionals: end-of-year appeals. 

Whether your organization is already in the thick of appeal planning or just getting started, and regardless of your organization’s level of experience with year-end appeals, CFA Consultant Rob Ruchotzke offers encouragement and insight to enhance your annual giving strategy.

Reframe Urgency as Opportunity

Year-end appeals are often accompanied by a sense of urgency as fundraising professionals are driven by the pressure to reach certain fundraising targets, to create something new and compelling, and to deliver a personalized appeal to donors before the end of the year. 

With nearly a decade of experience leading annual giving campaigns, Rob serves as one of CFA’s in-house annual giving experts and is familiar with the challenges that accompany year-end appeals. He often supports his clients to leverage urgency without letting it dominate the appeal planning process. 

“The purpose of an appeal is to engage with your audience,” says Rob. “It’s an opportunity to share why your organization matters and how your work is meaningful.”

Rob advises nonprofits to step back and focus on the main objective. “There are a thousand ways to write an appeal, but the most important thing is telling a story that resonates,” says Rob. Staying grounded in the purpose of an appeal allows fundraising teams to shift their focus from urgency to opportunity. 

For nonprofits writing appeals, the answers to these questions can help identify compelling content and tangible examples to complete your case for support:

1. What is our organization’s purpose?
2. Why does our work matter?
3. Who are the people our work impacts?
4. What are the positive outcomes of our work?

• Consultant Tip: For more guidance in creating a strong case for support, consider these 10 steps outlined in CFA’s recent article, “How to Write a Fundraising Case Statement,” to help you define your organization’s distinct value proposition. 

Focus on Factors that Drive Increased Annual Giving

In addition to making a compelling case for support, Rob highly encourages nonprofits to focus on personalization. While nonprofits can personalize appeals in a variety of ways, ask amounts are one of the most critical details to customize in an appeal letter. If your organization has access to data on your donors’ giving history, Rob recommends including specific ask amounts aligned with recent gifts and patterns of giving to encourage increased support. Fundraising priorities, such as increasing the number of recurring donors or moving donors toward certain giving levels or societies, can help inform specific ask amounts as well. 

Nonprofits can also personalize appeals by acknowledging the donor’s relationship to their organization and including distinguishing details – such as number of years of support, volunteer service, or last gift amount. Simple touches like hand-addressed envelopes, hand-written signatures, and personal notes not only strengthen relationships with your donors, but also help your appeal stand out from other generic requests. 

While personalization lends itself more readily to mailed appeal letters, emails with tailored subject lines and similar distinguishing donor details are equally as important. Customizing any donor communication requires additional staff capacity, so Rob recommends strategies to personalize at scale – such as mail merge – that will enable your team to focus on your organization’s top donors.

• Consultant Tip: Personalization is a key fundraising strategy that nonprofits can integrate year-round to strengthen donor engagement and retention. With individual giving declining by 6.4% in 2022, according to Giving USA, personalized communications that address donors by name and reference their past involvement with your nonprofit will strengthen their connection to your organization and increase the likelihood of continued support. 

Keep It Simple

Rob underscores the importance of keeping year-end appeal processes simple and timelines achievable. In addition to staying focused on the appeal’s main objective and prioritizing factors that will increase giving, Rob encourages nonprofits to strive for a balance between consistency and creativity. 

“It’s common for organizations to get in a rut around what to feature in their appeals,” shares Rob. Rather than starting from scratch or attempting to recreate the wheel every year, nonprofits can save time and money by adhering to a consistent appeal structure while introducing nuanced stories into their appeals. “Nonprofits shouldn’t shy away from featuring success stories or updates from their leader year-after-year,” advises Rob. Rather, these components can provide consistent structure to the appeal while introducing new stories and examples of your organization’s work and impact. 

As nonprofits develop their year-end project plans and timelines, CFA recommends leveraging a multichannel strategy for any year-end appeal. In a recent CFA article, “Optimizing Multichannel Fundraising,” Rob states that “multichannel appeals allow you to reach donors through a variety of channels and donors are more likely to respond via the channel of their preference.” As a result, multichannel campaigns are a cost-effective way to reach a donor where they are most likely to see your message and engage with your organization.

Consultant Tip: Check out CFA’s Guide to theAnnual Giving Cultivation Cycle.

Even with advanced planning and significant experience, executing year-end appeals can be stressful for fundraising professionals. By establishing realistic timelines, personalized messaging, and reframing urgency into the opportunity to tell your story, nonprofit fundraising teams can keep their most important audience – the donor – at the center of the appeal process from start to finish.

CONTACT US

Donor appeals are a critical component of a strong annual giving program. If your organization is interested in enhancing your annual giving strategy, contact CFA to explore how we can help.

Rob Ruchotzke, Senior Consultant

Rob Ruchotzke focuses on annual giving strategy, development assessments, campaign feasibility studies, and campaign counsel. Rob comes to CFA with nearly a decade of annual giving experience in higher education institutions. Most recently, Rob served as the director of annual giving at the University of Northern Iowa (UNI), where he led multichannel campaigns, developed crowdfunding platforms, managed annual giving vendors, and served as the strategy lead for UNI’s Day of Giving (#LivePurpleGiveGold). A native of Camanche, Iowa, Rob holds a BA in Public Relations from the UNI and resides in Cedar Falls, Iowa.

Email Rob

Kendall Carlson, Content Writer

A frequent contributor to CFA’s digital content, Kendall Carlson has spent her career advancing nonprofit organizations across the Twin Cities. With 16 years of experience, Kendall brings a balance of strategic and operational leadership spanning fundraising, program development, evaluation, and strategic planning. Most recently, Kendall served as Development and Communications Director at Hired, where she diversified revenue for the organization’s $11M budget and increased individual giving by 60%, led a rebrand, and launched an organization-wide data for impact initiative. Prior to Hired, Kendall served at Greater Twin Cities United Way, where she led an advancement strategy team to increase investment and engagement from the organization’s top corporate and major donors.  Kendall is known as a strategic, solution-oriented leader with a high capacity for detail and commitment to quality. She launched her consulting practice, Luminate Consulting, in 2022 to bring her skills in fundraising and program strategy to nonprofits seeking sustainable growth.

Planned giving programs and charitable instruments have been around for roughly 100 years. Yet, few nonprofits have well-established planned giving programs. If there is one thing that successful nonprofit organizations and planned giving programs have in common, it is a strong vision for the future. 

For nonprofits seeking to cement their future sustainability, engaging younger generations of donors has never been more important. With philanthropy at a crossroads as Millennials succeed former generations in levels of giving and engagement, savvy nonprofits will prioritize engaging this generation of donors in both present and future planned giving opportunities. 

At CFA, we regularly partner with organizations who are looking to start a planned giving program or ramp up an existing one as part of their overall fundraising strategy. For nonprofits seeking to activate and sustain a strong planned giving program, a consistent focus on their organization’s vision and, importantly, the younger generations of donors that will help make that vision a reality, is key. 

Millennials’ Increasing Philanthropic Presence and Potential

While many planned giving programs have dedicated comparatively little attention to younger generations, Millennials are emerging as a prominent force in philanthropy. According to the Giving by Generations report recently published by Giving USA, Millennials surpassed Gen Xers in average household giving in 2022, donating an average of $103 more than any other generation on an annual basis.

Younger generations are also actively planning for their financial future. A study completed by Trust & Will found that 75% of Millennial respondents completed a will-based estate plan that was motivated by having a child, losing a loved one, or buying a home. These are ideal opportunities for donors to be considering their legacy and future social impact through planned giving. 

And while 71% of these Millennials had a net worth of $500K or less, nonprofits would be wise to begin cultivating relationships with these donors now based on their future giving potential. In addition to the wealth that this generation will build on their own in the decades to come, it is anticipated that nearly $84 trillion will be passed down to younger generations over the next 25 years, which would be the largest wealth transfer in history. While Millennials have a formidable presence in philanthropy now, their influence and giving potential will increase exponentially in the decades to come.

Engaging Younger Donors in Planned Giving

As philanthropy experiences a shift in donor representation by generation, proactive nonprofits and successful fundraising programs will follow suit in expanding their donor engagement strategies beyond Baby Boomers to include Gen Xers and Millennials. 

Balancing multiple generations of donors requires an intentional approach, according to Jake Muszynski, CFA Head of Consulting and Principal – Midwest, who notes, “There is no longer a one-size-fits-all approach when it comes to planned giving. Fundraising strategies need to be tailored to the ways each generation prefers to give to and engage with the organizations they support.” Jake recommends that organizations provide regular opportunities for planned giving for donors to learn and connect with a like-minded community of supporters. 

Successful planned giving programs are centered around the future donors that will someday make their vision a reality. Engaging younger generations requires nonprofits to extend their gaze even further, constructing compelling visions well into the future. Jake recommends that “nonprofits think about their legacy and the impact they will achieve over the next 50 years or more, given that the planned gifts of younger donors may not be realized for decades to come.” 

In addition to leading the way in giving, Millennials are more likely to take a hands-on approach, dedicating time as a volunteer and desiring a seat at the table by seeking roles as board and committee members. These committed volunteers are often the ideal prospect for planned gifts as an organization’s closest supporters. 

According to Giving USA, Millennials want to hear regularly from the charities they support and are the most receptive of any generation to receiving monthly multi-channel communications via direct mail, email, and/or text. By providing regular communications and special events that provide planned giving donors with inside access to your organization’s strategic plan, emerging trends, and new innovative programs, nonprofits can keep this critical group of donors engaged around their shared legacy and collective future impact. Jake agrees that “although planned giving donors won’t bear witness to the impact of their generosity, nonprofits can keep these donors connected – both to the organization and to one another – through effective communications and community.”

The Best Time to Start a Planned Giving Program Is the Present 

Many nonprofits often wonder when and how to launch a planned giving program, especially when current organizational resources and capacity are limited. Jake recommends incorporating planned giving into any comprehensive campaign at a minimum, which is typically centered around creating strong donor communities and collective impact. While campaigns provide an optimal launchpad for a planned giving program, organizations do not need to wait for a campaign to begin promoting planned giving. “These efforts can be woven into ongoing communications and cultivation efforts,” says Jake, “by casting a long-term vision and offering donors compelling opportunities to invest in both present-day innovation and future impact.”

And although many planned giving programs are tied to an endowment, the lack of one should not hinder a nonprofit from promoting and actively seeking planned giving commitments. It is these early planned giving commitments that become the bedrock of a future endowment. CFA recently offered a series of guiding questions for nonprofits looking to build a compelling case for their endowment, which should provide your most steadfast donors a clear and compelling opportunity to invest in a future where your organization is doing your best work.

Regardless of your nonprofit’s fundraising capacity, engaging your donors around a tangible and transformational vision will lead to increased support in the present and the future from donors spanning all generations. Nonprofits that begin cultivating authentic planned giving communities with younger generations of donors today will create a shared legacy amongst the future donors that may someday bring that legacy to life.

CONTACT US

Build a stronger foundation for your nonprofit tomorrow by activating your planned giving program today. If your organization is interested in launching or strengthening your planned giving program, contact CFA to explore how we can help.

Kendall Carlson, Content Writer

A frequent contributor to CFA’s digital content, Kendall Carlson has spent her career advancing nonprofit organizations across the Twin Cities. With 16 years of experience, Kendall brings a balance of strategic and operational leadership spanning fundraising, program development, evaluation, and strategic planning. Most recently, Kendall served as Development and Communications Director at Hired, where she diversified revenue for the organization’s $11M budget and increased individual giving by 60%, led a rebrand, and launched an organization-wide data for impact initiative. Prior to Hired, Kendall served at Greater Twin Cities United Way, where she led an advancement strategy team to increase investment and engagement from the organization’s top corporate and major donors.  Kendall is known as a strategic, solution-oriented leader with a high capacity for detail and commitment to quality. She launched her consulting practice, Luminate Consulting, in 2022 to bring her skills in fundraising and program strategy to nonprofits seeking sustainable growth.