Fundraising for Beginners

Welcome to Fundraising.

You came to the right place. Let’s explore the basics.

Fundraisers should use pride, not apology, when asking for a gift for a charity that is doing good work.

Henry Rosso

Who is this site for?

YOU CAN BE A FUNDRAISER.

YOU can be a fundraiser!

This site is for anyone with a passion for a cause. Perhaps you’ve just started out in the fundraising profession, or maybe you have been working in development but need to learn more about digital marketing, or even, perhaps, you have a passion for a cause and just want to learn how to help raise more money, if so, this site is for you.

We’ve created this site to teach you the art and science of fundraising. Articles and training videos are categorized and rated by level of experience, beginner, intermediate, and advanced. No matter your starting point, you will be able to learn how to be an excellent fundraiser. Discover great courses that will help you become the fundraiser you want to be.

Natural born fundraiser is a myth. You can learn the skill of fundraising and raise millions of dollars for your favorite cause. I want to show you how.

What skills will you learn?

THE ART AND SCIENCE OF FUNDRAISING.

Fundraising is similar to other industries: there are specific skills you will learn to become a great fundraiser.

From understanding the motivations to why people give to writing fundraising copy that converts, as someone new to fundraising, you’ll need to understand the psychology of the donor and how to present your fundraising campaign. You’ll also need technical skills for managing a donor database, analyzing results, and creating tests to optimize performance.

You will learn how direct mail differs from digital, how to perform direct mail donor acquisition programs and how we’ve adapted those acquisition programs online.

As you progress, you’ll learn different types of donors such as general, continuity, mid-level, major, legacy, corporation, foundation and more. Different types of donors will behave and give differently and understanding how they think will help you craft the perfect fundraising campaigns.

Find fundraising courses that will teach you how to become a world-class fundraiser.

What should I read first?

LEARN SUCCESSFUL FUNDRAISING.

The Partner Test: 10 Questions to Audit Your Donor Relationships

Every nonprofit claims to value donor relationships. But claims are easy. Behavior is what counts. These 10 questions reveal whether you’re actually treating donors as partners or just saying you do. Take the audit and find out where the gaps are.

Why Your Donors Stopped Giving (It’s Probably Not What You Think)

A donor gave three years in a row. Then they stopped. You assume they lost interest or hit hard times. But the real reason is simpler: they didn’t feel like their gift mattered. Here are the actual reasons donors lapse and what you can do about it.

The 7 Real Reasons Your Donors Give (And How to Speak to Each One)

The retired teacher and the business owner on your donor list give for completely different reasons. The same appeal lands differently for each. Here are seven real motivations that drive donor giving and how to speak to each one.

Stop Telling Donors What You Need (And Start Showing Them What They Can Change)

Your budget has a gap. Your instinct is to tell donors about it. But donors don’t give to fill gaps. They give to change lives. Here’s how to shift your messaging from what you need to what donors can make possible.

The Donor Decision: What Actually Happens in the 30 Seconds Before Someone Gives

A donor is reading your appeal. In the next 30 seconds, they’ll either reach for their wallet or set the letter aside. What determines which way they go? Three unconscious questions flash through their mind. Answer all three clearly, and giving becomes easy. Miss one, and the gift probably won’t happen.

The Invitation Mindset: A 10-Day Practice for Fundraisers Who Dread Asking

You can’t think your way into a new relationship with fundraising. You have to practice your way there. This 10-day program builds the invitation mindset through small daily actions, from writing your “why” to making a real ask. Each day builds on the last until you’ve lived your way into a new belief about what fundraising is.

Stop Saying “Sorry to Ask”: 7 Phrases That Sabotage Your Fundraising (and What to Say Instead)

The words you use when asking for a gift reveal what you believe about fundraising. Phrases like “I hate to ask” and “anything would help” sabotage your asks before you finish making them. Here are seven phrases to eliminate and exactly what to say instead.

What Donors Actually Think When You Ask (It’s Not What You Fear)

You assume donors dread being asked for money. But when you actually talk to donors, they tell a different story. Many are waiting to be asked. Here’s what donors really think and how it changes everything about your approach.

The 5-Minute Reframe: How to Walk Into Any Donor Meeting Without Apologizing

The anxiety before a donor meeting isn’t the problem. What you do with it is. This simple 5-minute ritual helps you show up with confidence instead of apology.

25 Influential Nonprofit Voices on LinkedIn

LinkedIn has become the go-to platform for nonprofit fundraising professionals to share insights, strategies, and best practices. These 25 influential voices are shaping the conversation around modern fundraising, from digital strategies to donor psychology.

The 48-Hour Follow Up Rule: Why Your Donor Retention Depends on Lightning-Fast Response

Every donor should receive meaningful, personal contact within 48 hours of making their gift. Not just an automated email receipt – though that should happen immediately – but actual human contact that shows you noticed their gift and you’re grateful for it.
The 5 Minute Major Gift Ask

Episode 48 – The 5-Minute Major Gift Ask

In this episode, Jeremy reveals the FOCUS method – a powerful framework that allows you to make compelling major gift requests in just 5 minutes.
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