Tier 1: Don't Be Afraid to Start With the People You Know
This sounds like a no-brainer, but I see nonprofit leaders and boards overlook their current networks all the time.
Your friends, family, former colleagues, neighbors, and anyone else who knows and trusts you personally are the people most likely to support you first, because they already believe in you.
Now, I know what some of you might be thinking. "I don't want to bother my friends and family." It's one of the most common concerns I hear from nonprofit leaders, and I get it.
But here's a reframe that might help: you're not bothering them. You're inviting them to be part of something meaningful. Most people in your life want to support you, they just don't know how. Your job is simply to let them know.
My mom was one of my first volunteers. 😁
(Shout out to my mom, who I know is reading this right now.)
Which brings me to my next point: You don't have to ask for money right away. Start small. Share what your nonprofit does. Ask them to follow your organization on social media or sign up for your email list. Ask for advice or ideas (people love that). Simple ways to engage first makes everything easier down the road.
💡 Try this: Write down 20 people in your personal network you could reach out to this week. Send each one a short, personal message sharing what your nonprofit does and one simple way they can get involved.
Tier 2: Start Branching: Ask for Introductions
Finding supporters helps when you think about social connections like a big spider web. 🕸️
Once you've connected with the people in your own network, it's time to think bigger. Who do they know?
Most of my organization's supporters weren't random strangers. They were somebody who got connected to us because of a friend, or a friend of a friend.
The people in your personal network have their own networks, friends, colleagues, and connections, who might care deeply about your cause but have never heard of your organization. A warm introduction from someone they trust is one of the most effective ways to reach new supporters.
The key is to be specific when you ask your connections for an intro to someone else. Instead of saying "do you know anyone who might want to help?" try something like "do you know anyone who cares about housing insecurity or youth education?" The more specific you are, the easier it is for people to think of someone.
Most people are happy to make an introduction. They just need clarity and a little nudge!
💡Try this: Reach out to 5 people in your network and ask if they know anyone who might be interested in your cause. Make it easy by sharing a short description of your mission that they can forward along.
Tier 3: Get More Discoverable (People May Already Be Looking for a Cause Like Yours)
Next, let's talk about reaching people who don't know you yet, but are actively searching for causes like yours (I promise you, they DO exist).
This is where optimizing your website, content creation and email list building come in. When you consistently share your story, your impact, and your mission online, you become discoverable to people who are already passionate about the issues you work on.
This could look like updating your website to include key phrases people might be searching for (“how to help kids in my city”, “where can I volunteer to help dogs?” etc.) posting regularly on social media, writing a blog, or even sending a newsletter. The goal is to show up consistently so that when someone searches for a cause like yours, your organization is there.
And – since more and more people are using AI tools to discover causes to support, making sure your message is up to date and clear is even more important.
Building an email list is especially important because it helps you deepen your connection with people who find you. Social media followers are great, but your email list is something you own and control. It's one of the most powerful tools you have for growing a loyal base of supporters over time. Include opportunities to people to opt into your email list on your site, in social media posts, and when you’re sharing your cause in conversations.
💡Try this: Pick one platform where your audience is most likely to be and commit to posting consistently this month. If you don't have an email list yet, start one! Even a simple sign-up form on your website is a great first step.
Try it this week 🚀
Pick one tier and take that first step this week!
Hit Reply 💬
Which tier feels most natural for you to start with? Or which tier are you ready to tackle this week?
