“Why aren’t our donors giving more to our nonprofit?”
I hear this question from nonprofit leaders all the time. And while the challenges are real, the good news is there are actions you can take. The obstacles usually aren’t with the donors but closer to home. And easier to fix than you’d expect.
Here are three common reasons nonprofits leave money on the table, and what you can do about each one right now.
1. You’re Not Asking Donors Often Enough
It sounds simplistic, but this is the most widespread problem I see: nonprofits spend enormous energy chasing new donors while quietly neglecting the people who already believe in their work.
People give to causes they care about. They give to organizations that remind them of who they want to be in the world. And here’s the part we often forget: they’ll give multiple times. We artificially cut off that opportunity when we stop asking.
There’s a related piece here that matters just as much: thanking your donors. Nobody is going to chase you down to insist you thank them. But within 90 days of a gift, donors need to know they made a difference. This is entirely within our control. A clear, warm acknowledgment — “Without you and people like you, this couldn’t have happened” — goes a long way.
Don’t let the search for the next new donor distract you from asking and thanking the people who have already said yes.
2. Your Negative Thoughts Are Getting in the Way
The head game of fundraising is often the hardest part. And right now, with everything happening in the world, it’s easy to tell yourself: This is the worst possible time to ask.
But here’s the reality: we don’t know if it’s a bad time to fundraise until the donor tells us. It’s not our job to pre-answer that question for them. Our job is to ask responsibly, compassionately, and clearly. The donor will tell us if it’s not a good time.
Fundraising pushes on some of our deepest beliefs about money, scarcity, abundance, wealth, and vulnerability. That’s why the mental side of fundraising is so challenging. What we call “head trash” — the internal narrative that says people won’t give, that now’s not the moment, that we’re bothering people — can shut down your fundraising before you ever pick up the phone.
If you’re stuck waiting for the perfect moment, a windfall, or someone to show up at your door ready to give: stop waiting. Go out and start talking to donors. The actions available to you right now are real, and they don’t require “ideal” conditions.
3. You’re Not Asking for Referrals
Whether a donor says yes, no, or not yet, there’s one question I see even seasoned fundraising professional forget: “Who else should we be talking to about this?” This should be asked at every meeting.
You can make it more vivid: “Who would be really upset if they didn’t know about the work we’re doing?” I find framing it that way activates something in the listener. It helps them actually generate names, not just think abstractly.
Don’t be discouraged if someone can’t think of anyone on the spot. That’s normal. But if you ask this question consistently, something interesting happens over three or four months: you’ll find you accumulate a dozen or more names you never would have thought to contact yourself. That’s a meaningful pipeline, built one conversation at a time.
Actions You Can Take Right Now
You don’t have to wait for the perfect conditions to raise more money. These three areas — deepening relationships with current donors, managing your internal narrative, and consistently asking for referrals — are all actions you can take. Today.
And if the head trash is a repeating playlist that feels like it’s winning, it can help to connect with people outside your own organization. Consider reaching out to your local AFP or GPA chapter, a local center for nonprofits, Women in Development, or the AADO. Sometimes an outside perspective is exactly what you need to break the loop.
Working with a coach can also make a real difference. Many Q3 Leadership Coaches are skilled in fundraising, and we also have openings in fundraising coaching and capital campaign coaching. If you’re ready to clear the head trash and build a more consistent fundraising practice, we’d love to talk.
