Hey Nonprofit Leader--What's keeping you awake at night?

The Nonprofit Reality Check: It's Not All Good Deeds and Donor Dollars

Let’s face it, there are some harsh realities in the nonprofit world—truths that took me a while to fully accept. When I first started Desert Best Friend’s Closet, I believed that “doing good work” would magically bring in donations. Spoiler alert: it didn’t. Like many in the nonprofit world, I had to learn the hard way that "good work" alone isn't enough to pay the bills.

Fast forward a few years, and I’ve learned a thing or two. I now know that if you're an Executive Director, your mission is your focus, but your real job? It's fundraising. Yup, that’s the secret sauce no one tells you about.

Back in 2011, we joined the Alliance of Career Development Nonprofits (ACDN), and I got paired with a mentor. I remember proudly showing off our first space—rent-free, by the way! During our tour, I mentioned attending a few Association of Fundraising Professionals (AFP) meetings. But, in all my naïveté, I said I just didn’t see myself as a “fundraising professional.” And that’s when I had my “Come to Jesus” moment. My mentor looked at me and said, “If you don’t get serious about raising money, Desert Best Friend’s Closet will never grow.” She advised me to spend at least 20% of my time fundraising. Twenty percent! I was shocked—and yes, I sulked for a bit.

Fast forward to today, I’ve replaced my old belief—“doing good work is enough”—with a new mantra: As an Executive Director, your focus is your mission, but your job is raising money.

Here’s the thing: too often, especially in small or new nonprofits, the Executive Director is deep in the weeds of program work. You’re running the show, working with clients, and making a difference. But—and this is a big but—a nonprofit is still a business. Focusing solely on the program side while ignoring the business of fundraising is the fast track to failure. It’s no wonder so many nonprofits don’t make it past five years.

What’s the fix? Start by spending 20% of your time on donor identification, cultivation, and appreciation. If that feels overwhelming, don’t worry. I’m here to help. Give me a call, and we’ll map out easy steps to kickstart your fundraising game (or improve on what you’re already doing). A few changes to your approach, and you might find that you will sleep better at night. Sweet dreams!