Fearless Fundraising Step 2: Making Your Donor The HERO

05/07/25 • 11 min

Nonprofit Launch Plan Podcast for Startup, Small, and Growing Nonprofits

Episode Title: Fearless Fundraising Step 2: Making Your Donor The HERO
Host: Matt Stockman

Episode Description:

Welcome back to The Nonprofit Launch Plan Podcast, your essential resource for startup, small, and growing nonprofits. Hosted by Matt Stockman, this podcast provides nonprofit leaders with the frameworks, tools, and guidance needed for lasting impact. We focus on the 6 key areas crucial for nonprofit success: Leadership, Development (Fundraising), Marketing, Programs, Operations, and Finances.

In this episode, we dive deep into Step 2 of the "Fearless Fundraising Framework," a crucial element for effective nonprofit development. Following up on last week's discussion about defining the specific problem your nonprofit solves, we now tackle the solution. Discover a counterintuitive approach: your nonprofit isn't the hero, your donor is! Learn how to position the impact of a potential donor's contribution as the true solution, shifting your fundraising communication to make the giver the central figure in the story. This episode is packed with practical nonprofit fundraising strategies and nonprofit leadership advice to boost your confidence and results.

Key Takeaways for Nonprofit Leaders:

The 6 Pillars of Nonprofit Success: Every thriving nonprofit needs strong Leadership, Development/Fundraising, Marketing, Programs, Operations, and Finances.
Fearless Fundraising Framework Recap: This episode focuses on Step 2, building upon Step 1 (Get Specific About the Problem).
The Solution is IMPACT: The core principle of Step 2 is understanding that the impact your work creates (enabled by the donor) is the solution, not just the work itself.
Position the Donor as the Hero: Learn the nonprofit storytelling technique of framing your narrative so the potential financial partner sees themselves as the key agent of change. This is vital for donor engagement and successful nonprofit fundraising appeals.
Shift Your Language: Understand why overusing "we," "our," or "my" can undermine your fundraising efforts by positioning your organization, not the donor, as the hero. Learn more effective nonprofit communication tactics.
Practical Examples: Hear clear examples (like the Rwanda water well and homeless shelter meal scenarios) illustrating how to define a specific problem and present an impact-focused, donor-centric solution.
Emotional Connection Over Data (Initially): While data is important for some, focus first on making an emotional connection through clear, concise problem/solution statements. This is key for initial donor relations.
Internalize Your Message: The importance of memorizing and consistently using your refined problem/solution statements across your team for effective nonprofit marketing and fundraising.
Avoid Common Pitfalls: Recognize the tendency to over-explain with data initially and how to structure your communication for maximum impact.
Preview of Step 3: Get ready for the next step in the framework – "The Ask."

Mentioned Resources:

FREE Mini-Course - Fearless Fundraising Framework: Get the PDF workbook and 5 short videos walking you through all 5 steps to clarify your message, build confidence, and improve your nonprofit fundraising results.
- Get it here: nonprofitlaunchplan.com
Book a FREE Call with Matt: Discuss your specific nonprofit challenges or questions in a no-pressure, no-obligation chat. Get personalized insights for your nonprofit startup or growing nonprofit.
- Book via the website: Contact | Nonprofit Launch Plan

Connect & Support:

Subscribe: Don't miss future episodes filled with nonprofit management advice and leadership strategies. Subscribe on your favorite podcast platform.
Share: If you found this episode helpful, please share it with another nonprofit leader, board member, or founder who could benefit from this episode.
Follow: Visit nonprofitlaunchplan.com for more resources.

Keywords: Nonprofit Leadership Podcast, Nonprof...

Episode Title: Fearless Fundraising Step 2: Making Your Donor The HERO
Host: Matt Stockman

Episode Description:

Key Takeaways for Nonprofit Leaders:

The 6 Pillars of Nonprofit Success: Every thriving nonprofit needs strong Leadership, Development/Fundraising, Marketing, Programs, Operations, and Finances.
Fearless Fundraising Framework Recap: This episode focuses on Step 2, building upon Step 1 (Get Specific About the Problem).
The Solution is IMPACT: The core principle of Step 2 is understanding that the impact your work creates (enabled by the donor) is the solution, not just the work itself.
Position the Donor as the Hero: Learn the nonprofit storytelling technique of framing your narrative so the potential financial partner sees themselves as the key agent of change. This is vital for donor engagement and successful nonprofit fundraising appeals.
Shift Your Language: Understand why overusing "we," "our," or "my" can undermine your fundraising efforts by positioning your organization, not the donor, as the hero. Learn more effective nonprofit communication tactics.
Practical Examples: Hear clear examples (like the Rwanda water well and homeless shelter meal scenarios) illustrating how to define a specific problem and present an impact-focused, donor-centric solution.
Emotional Connection Over Data (Initially): While data is important for some, focus first on making an emotional connection through clear, concise problem/solution statements. This is key for initial donor relations.
Internalize Your Message: The importance of memorizing and consistently using your refined problem/solution statements across your team for effective nonprofit marketing and fundraising.
Avoid Common Pitfalls: Recognize the tendency to over-explain with data initially and how to structure your communication for maximum impact.
Preview of Step 3: Get ready for the next step in the framework – "The Ask."

Mentioned Resources:

FREE Mini-Course - Fearless Fundraising Framework: Get the PDF workbook and 5 short videos walking you through all 5 steps to clarify your message, build confidence, and improve your nonprofit fundraising results.
- Get it here: nonprofitlaunchplan.com
Book a FREE Call with Matt: Discuss your specific nonprofit challenges or questions in a no-pressure, no-obligation chat. Get personalized insights for your nonprofit startup or growing nonprofit.
- Book via the website: Contact | Nonprofit Launch Plan

Connect & Support:

Subscribe: Don't miss future episodes filled with nonprofit management advice and leadership strategies. Subscribe on your favorite podcast platform.
Share: If you found this episode helpful, please share it with another nonprofit leader, board member, or founder who could benefit from this episode.
Follow: Visit nonprofitlaunchplan.com for more resources.

Keywords: Nonprofit Leadership Podcast, Nonprof...

Previous Episode

Fearless Fundraising Step 1: Nail Your Nonprofit's Problem Statement

As a nonprofit leader, do you struggle to articulate your organization's core purpose in a way that inspires support and drives impact? Effective nonprofit leadership starts with absolute clarity on the problem you exist to solve. Many nonprofits falter because their core problem statement is too broad or just not clear.

In this episode of The Nonprofit Launch Plan Podcast, host Matt Stockman guides nonprofit founders, executive directors, and emerging leaders through the critical first step of the Fearless Fundraising Framework: getting crystal clear and specific about the exact problem your nonprofit exists to solve. This is a cornerstone of effective nonprofit strategy and mission clarity.

Discover why vague statements undermine your goals and learn how specificity is key for nonprofit leaders connecting with donors, volunteers, and partners. Matt shares actionable leadership insights and real-world examples to help your team refine this critical piece of your organizational development. Understand how mastering this step clarifies your nonprofit vision, strengthens all messaging – from website copy to grant proposals – and is essential for sustainable nonprofit success, particularly in fundraising.

🎧 Listen to the full audio episode:

Apple Podcasts: Nonprofit Launch Plan Podcast for Startup, Small, and Growing Nonprofits - Podcast - Apple Podcasts
Spotify: https://open.spotify.com/show/2qPU5v8icpcQIEMyPhjEOn?si=6c1edf0551d44498
Transistor: https://nonprofitlaunchplan.transistor.fm/

🎁 FREE RESOURCE MENTIONED: Struggling with fundraising? Grab the Fearless Fundraising Framework Mini-Course (5 short videos + workbook): https://www.nonprofitlaunchplan.com/#minicourse

CONNECT WITH US:

ABOUT THE PODCAST: The Nonprofit Launch Plan Podcast helps startup, small, and growing nonprofits build on a strong foundation. Host Matt Stockman provides frameworks, tools, and guidance across 6 key areas (Leadership, Fundraising, Marketing, Programs, Operations, Finances) to help you create lasting community impact.

Next Episode

Fearless Fundraising Step #3: Mastering The Ask for Nonprofit Success!

Welcome to The Nonprofit Launch Plan Podcast for Startup, Small, and Growing Nonprofits!

Are you ready to build your nonprofit on a rock-solid foundation and create lasting impact? Join your host, Matt Stockman, in each episode as we dive deep into the 6 key areas essential for nonprofit success: Leadership, Fundraising, Marketing, Programs and Services, Operations, and Finances.

In today's episode, we're spotlighting a crucial element of nonprofit fundraising: Step 3 of the Fearless Fundraising Framework – The Ask. We'll explore how to effectively turn your compelling words about the problem your nonprofit solves and the impact you make into concrete action and financial partnership.

Let's Review the Fearless Fundraising Framework:

Step #1: The Problem – Be specific and unique about the issue your nonprofit tackles.
Step #2: The Solution – Position the impact of your work as the solution, making the potential giver the hero.
Step #3: The Ask – Turning your passion into a clear invitation for financial support (that's what we're focusing on today!).
Step #4: (Spoiler alert! This is coming up in our next episode!)
Step #5: (2 weeks from today)

Mastering The Ask: Turning Words into Action for Your Nonprofit

Many passionate nonprofit leaders excel at describing the problems they address and the solutions they offer. However, the crucial step of asking for financial support can often feel challenging.

Before we dive into specifics, I highly recommend "A Spirituality Of Fundraising" by Henri Nouwen. This insightful book provides a foundational understanding of the biblical principles behind people coming together to support meaningful work and helps build confidence in inviting others into your mission.

As a nonprofit coach, I often emphasize the importance of shifting your mindset around fundraising. Remember from our previous episodes, the goal of outlining the problem and solution is to position your prospect as the hero, with your nonprofit serving as the guide.

When it comes to The Ask, this dynamic remains. You are connecting the "hero" (the potential giver) with the impact their financial gift will have on someone's life. It's about partnership, not just a transaction.

Key Differences: Relational Giving vs. Transactional Giving

Transactional Giving: Asking for resources so that you can go do something.
Relational Giving: Inviting people to partner with you so that together, the work gets done through your nonprofit. People are excited to create impact stories through relationships!

By allowing this mindset to take root, you'll become clearer and more dynamic in inviting others into partnership with your nonprofit. For faith-based nonprofits, this perspective can also shift the responsibility for funding, reducing the personal sting of a "no."

Key Points for Making a Clear and Effective Fundraising Ask:

Be Clear About Your Needs and the Impact of Their Gift: The more directly the gift is tied to the problem and solution, the better.
- Example: Instead of a vague "donate what you can," try: "The monthly cost of care for one resident is $3000. Could you commit to $100 a month to cover a day of care?"
Put Yourself in the Potential Partner's Shoes: Wouldn't you want to know exactly how your contribution will help? Clarity removes the guesswork and frustration.
Don't Offer Too Many Options: Stick to 1-2 clear giving options, and definitely no more than 3.
Tailor Your Ask to the Situation: An email campaign will differ significantly from a face-to-face meeting with a major donor. Do your homework!

Key Takeaways for Fearless Nonprofit Fundraising:

Fundraising is about relationship and partnership. You and your financial supporters play equally important roles in achieving your nonprofit's mission. This mindset prevents fundraising from becoming a mere transaction.
Present your need with clarity and offer 1-2 specific suggestions for partnership. Avoid vague language like "whatever you can do would be great."

Need Help with Your Nonprofit's Fundraising Ask?

If you have questions or need help articulating your fundraising ask, don't hesitate to reach out via email. I'm here to support you...