Fundraising 102: Strategies for Non-Profit Growth – January 22, 2025, 5:30 PM PST
Most conversations about fundraising focus on tactics. Fewer focus on the underlying systems that actually make fundraising sustainable over time.
In this conversation, Dakota McGovern sat down with Charly Jarrett, a not-for-profit digital strategy expert and fundraising practitioner, to explore what is changing in fundraising and what organizations need to understand to keep up.
Charly brings a practical perspective on how fundraising works day to day, from building donor pipelines to navigating the growing role of AI in the sector.
While the original discussion covered a wide range of topics, it is adapted it into a written Q&A that is paraphrased to focus more directly on strategy, systems, and long-term sustainability.
1. What are the core principles of effective fundraising?
At its core, fundraising starts with lead generation. Everything builds from having a strong and consistently growing base of contacts, whether through email or direct mail.
Another shift is thinking about donations less as transactions and more as participation. People are not just giving money, they are buying into a sense of impact and community.
There is also a tendency to rely too heavily on year-end giving. Thirty-three percent of annual fundraising happens in the last six weeks of the year, but consistent lead generation ensures long-term success.
2. How does AI impact fundraising, and what are the ethical considerations?
AI is starting to play a larger role, particularly in automating repetitive tasks. That has real implications for efficiency and burnout.
It also allows for more refined donor segmentation and more personalized outreach, which can improve results if used well.
At the same time, there are real concerns. Data privacy, bias in automated systems, and the environmental cost of AI are all part of the conversation, and organizations need to be aware of those trade-offs.
3. What are the best ways to convert one-time donors into recurring donors?
Recurring donors are what make fundraising stable.
The transition usually comes down to helping people understand the impact of their support. That often means clear storytelling and follow-up, not just a single ask.
It also works best when there is a clear pathway. Moving someone from a first gift to a monthly commitment needs to feel intentional, not accidental.
4. What role does community engagement play in fundraising success?
People are much more likely to give when they feel connected, both to the cause and to others involved in it.
A lot of growth still comes from word of mouth. When people trust what you are doing, they talk about it.
That trust is built through consistent and meaningful engagement over time. Without that, it is very difficult to sustain donor relationships.
5. How should nonprofits navigate challenges such as inexperienced leadership and salary transparency?
Many nonprofit leaders come into their roles with strong values, but not always with formal fundraising experience.
That gap can show up quickly, especially as organizations try to scale.
There are also internal challenges around salary transparency and workplace culture. These factors have a direct impact on retention and overall effectiveness.
At the same time, there is a growing need for upskilling, particularly in digital tools and systems, as the sector continues to evolve.
6. Why is direct mail still relevant in fundraising?
Despite the shift to digital, direct mail continues to work, especially with older donor groups.
It offers something tangible that digital outreach does not fully replicate.
When it is used alongside digital strategies, it can reinforce relationships and increase overall engagement.
7. What strategies help combat burnout in nonprofit work?
Burnout is a consistent issue in this space.
Automation can help by reducing repetitive tasks and allowing staff to focus on more meaningful work.
But it is also about setting realistic expectations and not overextending.
Ongoing learning and development also play a role. When people feel like they are growing, the work tends to feel more sustainable over time.
Dakota McGovern 