Myth #1: Fundraising is all about asking for money.
Wait, what? (isn't it?)
Most people think fundraising starts and ends with asking for money. No wonder it feels intimidating!
And when I started fundraising, I also thought the hardest part would be asking people for money. But over time, I realized something surprising: asking is only a small part of the process. Maybe just 10%.
The other 90%? It’s everything you do before and after the ask.
This includes building relationships, educating people about your cause, sharing real stories, and showing the impact donors can make. It’s about creating trust and connection, so that when you finally make the ask, your supporters already feel part of the mission.
What to do instead:
Focus on stewardship - the relationship-building you do throughout the year. Create a simple plan to stay in touch with your audience. That might mean sending regular updates, spotlighting a volunteer, or just saying thank you. All of that is fundraising, too.
💡Try this: Send a short email to your donors this week (not asking for money). Just let them know how they made a difference, and how. That one moment of connection can go a long way.
Myth #2: One donation means more donations next year.
One of the hardest lessons I had to learn as a nonprofit leader? Just because someone donates once doesn't mean they'll donate again. In fact, one recent report cited donor retention rates as low as about 18%... yikes.
You might think, “But we sent a thank-you note!” And that’s a great start! But long-term support doesn’t happen automatically.
If we want to keep donors engaged, we need to treat the relationship like…well, a relationship. That means staying in touch beyond fundraising requests through stories, updates, invitations, and real connections.
Think of it this way: Would you ask a friend for a big favor after not speaking for two years? Probably not. The same goes for your supporters.
Shifting from one-time donors to long-term partners can change everything.
💡Try this: After a donor gives, set a calendar reminder to follow up 2–3 times minimum before your next ask. You might include…
➡️ A quick thank-you note
➡️ A short story showing impact
➡️ An invite to an event or behind-the-scenes tour (no strings attached)
The goal? Build a real relationship where your supporters feel seen, valued, and connected to the mission.
Want to hear the rest of my fundraising myths?
I unpack 4 more myths in my YouTube video, including one that still surprises nonprofit founders all the time.
🎥 Watch the full episode now: Nonprofit Funding: Avoid these 6 misconceptions!
Hit reply ✉️
Which of these steps will you check off your list first? I'd love to hear what you try or what’s already working for you!
