Creative Fundraising Starts with Relationships (Not Requests)
When people hear “fundraising,” they think about nothing but the dollar signs and “the ask.” But the most effective organizations know something different:
Fundraising is about building a network of people who care about your organization and the people who drive the work.
Many, many years ago, my talented colleague Cayci Banks taught me that “friend raising” comes before fundraising. And that is so true! If you build and nurture relationships well, engagement and giving will follow. But too often, organizations go straight to the wallet and when that happens, fundraising feels forced.
Next week, I’m serving on a panel at a board fundraising summit hosted by the Tennessee Nonprofit Network. You can feel certain that this will be a core part of my message.
Your Most Underutilized Asset: Your Board
Speaking of boards and fundraising… my experience is that board members want to help, but some generic ask to “help us fundraise” is way too vague, and frankly, can be intimidating for some. The opportunity is to make involvement expected and clear and as easy as possible.
Not only do board members have wallets of their own, every board member brings a network of people with them. In the old days, we would have called this their rolodex. The problem is that most organizations never actually access it, short of the end-of-year scramble. You know the one – where you put out an all-call to the board for 10 names who should be on the holiday donation mailing.
At its core, creative fundraising isn’t about coming up with the next clever campaign or finding the perfect way to make an ask. It’s about taking a step back and rethinking how relationships begin between people and your organization in the first place.
When you focus on building genuine connections—inviting people in, giving them a role to play, and making it easy for them to engage—something shifts. Fundraising becomes less about transactions and more about trust. Less about pressure and more about participation.
Over time, that approach doesn’t just lead to more giving. It leads to stronger advocates, deeper relationships, and a broader network of people who feel connected to your work and invested in your impact.
Start with Friend-Raising
If you’re building (or rebuilding) momentum, don’t start with a fundraising ask of your board. Start with friend-raising. These are simple, low-pressure gatherings like a coffee, a backyard BBQ, or a happy hour hosted by someone who already has a relationship with some potential donor(s). The host could be a staff person, board member, current donor, volunteer or friend of someone on the leadership team.
Pro tip: Don’t make any formal asks at these friend raising events (but be ready if someone insists on giving). Instead, focus on the organization’s story and its impact. Be sure to capture contact info and build your pipeline. Remember, people give to people they trust and if donors are introduced to you by someone they already trust, you’re already half-way home!
