How to Start and Grow Donor Programs for Nonprofits
Learn how nonprofits can effectively build and grow donor programs using mission-focused strategies and trust-based fundraising techniques.
Effective fundraising is the lifeline of many nonprofit organizations, especially for those focusing on child sponsorship programs and other community-driven initiatives. For nonprofit professionals, the challenge is not just about raising money - it's about building trust, fostering relationships, and creating meaningful donor experiences. In a recent discussion on the Nonprofit Council Podcast, Kelly McLaclin, founder of From Scratch Fundraising, shared transformative insights into starting and growing sustainable donor programs. With years of experience in nonprofit development, McLaclin’s approach centers on mission-aligned fundraising, relationship-building, and creating systems tailored to an organization’s unique needs.
This article provides a guide to nonprofit professionals on how to approach fundraising with purpose and clarity, drawing on McLaclin’s proven strategies and expert advice.
The Shift from Fundraising to "Friendraising"
One of McLaclin’s key messages is the importance of transitioning from transactional fundraising to a more relational approach - what she calls "friendraising." She likens donor relationships to friendships or even life partnerships, emphasizing that the best donors are those who feel deeply connected to a nonprofit's mission.
Why Does This Matter?
In a world where trust-based philanthropy is gaining momentum, donors want to feel like they are part of a shared vision. Cold, impersonal asks are no longer effective. Instead, nonprofits must invite donors into a collaborative journey, making them feel like active contributors to an impactful cause.
Practical Tip:
To build these relationships, focus on authentic storytelling and emotional engagement. Instead of generic appeals, craft messages that resonate deeply with your audience’s values and experiences.
The From Scratch Framework: A Roadmap for Success
For organizations starting from zero - or those looking to grow their fundraising capacity - McLaclin advocates for her "From Scratch Framework", which emphasizes clarity, connection, and strategy. Below are the critical steps she outlined:
1. Define Your "Why"
Before reaching out to donors, nonprofits must first gain clarity on their mission and messaging. A compelling mission statement should immediately answer these questions:
- What is the problem your organization is solving?
- Why does this issue matter?
- How does your organization uniquely address it?
McLaclin stresses the importance of crafting a message that makes people think, "These are my people. I belong here."
Actionable Step:
Revise your mission statement or create messaging that evokes an emotional connection. Avoid jargon-filled "word salads" and focus on clear, impactful language.
2. Understand Your Ideal Donor
Gone are the days of targeting broad demographics like "35-55-year-old women." Instead, McLaclin encourages nonprofits to dig deeper into psychographics - what motivates and inspires potential donors.
Key Questions to Explore:
- What life experiences connect donors to your mission?
- What values and identities resonate with your cause?
For instance, if your mission revolves around helping children, your ideal donors might include parents, educators, or individuals with a passion for youth development.
Practical Exercise:
Start by reflecting on what inspired your organization's founders or key leaders. Their personal connection to the mission can be a powerful guide in identifying like-minded donors.
3. Meet Donors Where They Are
Not all platforms or fundraising strategies will work for every organization. McLaclin advises nonprofits to focus on where their audience is most active rather than spreading themselves too thin across every possible channel.
Example:
A hip-hop-based arts education nonprofit thrived on TikTok because the platform aligned perfectly with its audience and mission. Conversely, organizations serving older, professional demographics might find greater success on LinkedIn.
Actionable Insight:
Audit your current donor engagement strategies and eliminate platforms or tactics that don’t align with your audience. Focus your energy on channels that truly matter.
Building Collaborative Internal Practices
Another cornerstone of McLaclin’s advice is fostering better collaboration within nonprofits. Development professionals often face burnout due to unrealistic expectations, limited resources, and a lack of integration with other teams. To create a sustainable donor program, organizations must treat fundraising as a shared responsibility rather than a siloed function.
What Works:
- Set Realistic Goals: Fundraising targets should be based on data, historical trends, and a clear understanding of donor capacity. Unrealistic expectations only set development staff up for failure.
- Integrate Fundraising with Program Planning: Development teams need access to program details and budgets to make compelling cases to donors. For example, knowing that a conference costs $60,000 enabled McLaclin to secure funding from a donor who might otherwise have been overlooked.
- Collaborate to Retain Talent: High turnover among development professionals is a significant issue in the nonprofit sector. By treating fundraisers as valued partners and involving them in strategic decisions, organizations can create a culture of mutual respect and long-term commitment.
Avoid the Cookie-Cutter Approach
McLaclin’s advice to nonprofits is clear: don’t try to replicate what others are doing. Just because another organization had success with a gala or fun run doesn’t mean it will work for you. Instead, tailor your fundraising tactics to align with your mission and audience.
Example:
If your mission centers on arts education, an event showcasing student performances might resonate more with your audience than a traditional gala. Let your mission guide your strategies, not external trends.
Key Takeaways
Here are the most actionable insights from Kelly McLaclin’s approach to donor program development:
- Focus on Relationships: Build trust with donors by treating fundraising as "friendraising." Engage them in meaningful ways that align with your mission.
- Clarify Your Mission: A clear and compelling mission statement is the foundation of effective fundraising. Ensure your messaging resonates deeply with your audience.
- Know Your Ideal Donor: Go beyond demographics and understand the values, experiences, and identities that connect donors to your cause.
- Streamline Your Efforts: Prioritize platforms and strategies that matter most to your audience. Avoid the pressure to "be everywhere."
- Collaborate Internally: Break down silos between fundraising, program, and executive teams. Treat development professionals as partners, not isolated fundraisers.
- Set Realistic Goals: Use data to set achievable targets. Unrealistic expectations lead to burnout and high turnover.
- Tailor Your Approach: Let your mission guide your fundraising tactics. Avoid copying what other organizations are doing if it doesn’t align with your audience or goals.
Conclusion
For nonprofit professionals striving to enhance their fundraising and donor engagement efforts, Kelly McLaclin’s insights offer a refreshing and practical guide. By focusing on mission clarity, meaningful donor relationships, and collaborative practices, organizations can build sustainable donor programs that weather challenges and deliver lasting impact. Whether you’re starting from scratch or looking to recalibrate your approach, the key is to stay true to your mission and treat fundraising as a deeply human and collaborative endeavor.
Source: "How to Start and Grow Nonprofit Fundraising | Donor Engagement Strategies with Kelly McLaughlin" - Nonprofit Counsel, YouTube, Oct 9, 2025 - https://www.youtube.com/watch?v=xLhsmNHIU0M