Are You Fundraising or Just Asking?

Sheree Cannon
Apr 8
3 min read

Updated: May 14

The difference between strategic development and reactive appeals—and how to shift into long-term, relationship-centered giving

Sheree Cannon | Nonprofit Strategist & Consultant | Author

Introduction

Many nonprofit leaders are working tirelessly to raise money—but still feel like they’re always behind. They’re sending emails, planning events, asking their board to give—but the results don’t match the effort.

The truth? Most organizations aren’t really fundraising. They’re just asking.

There’s a difference. Fundraising is a strategy. It’s long-term, relationship-driven, and aligned with your mission and capacity. Asking, on the other hand, is often reactive—based on urgency, deadlines, or shortfalls.

This white paper helps you understand the difference—and gives you a framework to shift from scattered asking to sustainable, strategic fundraising.

Why This Matters

When you operate in “asking mode,” fundraising becomes:

Stressful and unpredictable
Heavily dependent on a few people (or events)
Disconnected from your organizational goals
Exhausting for staff and confusing for donors

In contrast, strategic fundraising is:

Proactive, not reactive
Built on trust and long-term relationships
Tied to clear revenue goals and organizational priorities
Aligned with your values and voice

“You don’t need more urgency—you need more structure.”

Signs You’re Just Asking (Not Fundraising)

You only reach out to donors when you need money
Your messages are rushed, vague, or inconsistent
You depend on 1–2 big events or grant cycles
Your board avoids fundraising—or doesn’t know their role
You’re not tracking donor retention or lifetime value
You feel uncomfortable talking about money

If this sounds familiar, you’re not failing—you’re functioning without a development strategy.

What Strategic Fundraising Looks Like

Strategic fundraising is built on three foundations:

Clarity – You know what you’re asking for, why it matters, and how it connects to your mission.
Consistency – You communicate regularly with donors, not just when you need something.
Connection – You treat donors as partners, not transactions.

It’s not just about raising more—it’s about raising better.

Five Ways to Shift from Asking to Fundraising

1. Get Clear on Your Funding Priorities

What exactly are you raising money for? Be specific. Instead of general appeals, tie your asks to clear, compelling needs—and outcomes your donors can believe in.

2. Build a Donor Engagement Plan

Map out the full donor experience—from first gift to ongoing relationship. Include touchpoints, updates, thank-yous, and invitations to deeper connection.

3. Train Your Board (and Empower Them to Act)

Don’t just ask your board to “raise money.” Give them clear roles: introduce, invite, thank, host. Start with small wins and build confidence over time.

4. Track What Matters

Use simple metrics: donor retention, average gift size, number of personal touches. These show you what’s working—and where you’re leaking energy.

5. Lead with Relationship, Not Urgency

Don’t wait for a crisis to connect. Build relationships during stable times. That way, when you do need to ask, you’re speaking to trust—not just need.

Strategic Fundraising Is Sustainable Fundraising

When you stop chasing short-term gifts and start building long-term relationships, everything changes. Donors feel more connected. Teams feel less frantic. Fundraising becomes part of your culture—not just your to-do list.

And most importantly—your mission gains stability, not just survival.

Conclusion: Raise With Intention, Not Desperation

You don’t need to overhaul your entire system overnight. But you do need to know the difference between asking and fundraising—and make the conscious shift toward strategy, structure, and sustainability.

Start with one area: