Stop Chasing Events and Start Securing the Gifts You Deserve

Too often, nonprofit fundraising strategies are dominated by events, sponsorships, and donor gimmicks, activities that may generate income but rarely lead to the transformational support organizations truly need. These transactional efforts consume time and energy, yet they often cannot build the deeper relationships necessary for long-term sustainability. The real opportunity lies in securing unrestricted, general operating support, but many nonprofits don’t believe it’s possible.

This mindset must change.

The Problem: Chasing Dollars, Not Relationships

Many fundraisers have learned to equate activity with effectiveness, planning events, managing auctions, or organizing peer-to-peer campaigns. While these methods have their place, they rarely yield the high-level, flexible gifts that fuel strategic growth. According to the Center for Effective Philanthropy, nonprofit leaders overwhelmingly say general operating support is the most helpful kind of funding, yet fewer than 25% of foundations provide it. Why the disconnect?

Part of the answer is fear that donors won’t give without a “tangible” benefit, or that they expect to direct every dollar. But these fears are often rooted in myths, not data. In fact, research from the Bridgespan Group and the Ford Foundation’s “Building a Stronger Philanthropic Sector” initiative shows that when donors understand an organization’s full financial picture and long-term goals, they’re more willing to invest without restrictions.

The Shift: From Transactional to Relational

The key to unlocking unrestricted support is not better events, it’s better conversations. Nonprofit leaders and fundraisers must guide donors through a journey: one where the donor sees the organization as a strategic, high-impact investment.

Start by clearly articulating your total budgeted need. Be transparent about funding streams, overhead, and growth plans. Show how general operating support fuels innovation, allows for strategic pivots, and strengthens your organization’s ability to respond to crises. These are not burdens; they’re essential components of your impact.

Focus on your top 20–30 donors and stakeholders who are aligned with your mission and have the capacity to give more. Build relationships that prioritize mutual understanding, not just a pitch. These individuals should ideally account for 50–75% of your fundraising revenue. Time spent here is not a luxury—it’s a strategic investment.

The Role of Leadership and Boards

For this approach to succeed, executive leadership must model the behavior. When leaders claim they “hate fundraising,” that attitude cascades through the organization. Instead, leaders should engage directly with major donors and frame fundraising as a mission-driven opportunity, not a necessary evil.

Boards, too, must be equipped and invited into the relational fundraising model. Rather than pushing them to sell tickets or secure table sponsors, encourage them to give their best gift and share their personal connection to the mission. Donors respond to authenticity, not obligation.

Start Small, Think Big

If you’re overwhelmed by the idea of pivoting your fundraising model, start small. Identify five donors who are already giving—perhaps through events or appeals—but aren’t yet giving their best gift. Reach out, meet with them, and share not just what you do but how you’re growing and what you need to sustain that growth. Ask for their feedback and invite them into a broader conversation.

This work isn’t about chasing dollars—it’s about cultivating champions.

Final Thought

General operating support isn't rare because it’s inaccessible. It’s rare because many nonprofits haven’t asked for it clearly and confidently. By embracing a relational fundraising approach, aligning your leadership, and prioritizing meaningful conversations, you can unlock the unrestricted gifts your mission truly deserves.

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