Is it that awkward moment when you realize fundraising isn’t just about asking for money?

Hey Nonprofit Leader, What’s Keeping You Awake at Night?

Let’s be honest: for many nonprofit folks, the word “fundraising” is right up there with “root canal” and “strategic plan” on the anxiety scale.

But here’s a little secret from the land of nonprofit enlightenment: asking for money is just one tiny slice of the fundraising pie. That’s right—if you’re losing sleep over “the ask,” you might be ignoring the much bigger (and frankly more delicious) parts of the cycle.

Enter: The Cycle of FundraisingThis magical model reminds us that healthy donor relationships are just that—relationships. And like all good relationships, they require more than just popping in when you need something.

Let’s break it down:

Identify Prospects

This is your version of online dating, only with donor lists and gala guest rosters instead of Tinder swipes.Not creepy—just strategic.

Educate & Cultivate

This is your wooing phase. Share your story. Craft your elevator pitch. Host that cozy house party.Think “slow burn,” not “hard sell.”

The Ask

Here it is—the moment we over-focus on. Yes, it’s important, but it shouldn’t be your only move.Bonus points if your ask comes after a meaningful connection, not just a cold email with 14 attachments.

Thank & Recognize

Don’t ghost your donors. Gratitude is not only free—it’s effective. Call them. Thank them publicly. Send that quirky thank-you note. Make them feel like the VIPs they are.

Involve

Want donors to stick around? Give them a role. Invite them to speak. Ask for their feedback. Let them host or write or serve. A donor involved is a donor invested.

So... What’s Really Keeping You Up at Night?

It’s probably not the ask. It’s the time, the planning, and the need to treat fundraising like the relationship-building marathon it is—not a sprint with a dollar-sign finish line.

Remember, fundraising is about building relationships—“people give to people, mot organizations” So, start where you are. Add one new touchpoint. Strengthen one connection. And remember: when you stop thinking of fundraising as “just asking,” it starts to feel a lot less scary.

Sweet dreams, nonprofit leader. You’ve got this.

P.S. Wednesday, I’m off to Fort Worth for the USA Karate Nationals—because nonprofit consulting by day and karate by night is totally normal, right? In April, I wrote about kicks and life lessons from the U.S. Open. Next week, stay tuned for a recap of how our incredible para-athletes perform (spoiler: they’re amazing).