Nonprofit Solicitation Mistakes

11/21/2025

The Good, The Bad, The Ugly.

Queue the music—It’s time for a candid look at the missteps nonprofits often make in their donor solicitations.

If you’re still sending out blanket emails without addressing supporters by name, it’s time for a course correction. Opening with “Dear Sirs,” “Greetings,” or “Dear Valued Donor” sends the same message corporate spam does: We don’t have the time to acknowledge you personally; we want your money. No donor wants to feel like a generic entry in a database, or worse, like they are being used like an ATM.

Donor Fatigue.

According to Oxford Reference, donor fatigue is the growing reluctance to contribute time or resources after repeated requests for help. It’s intensified by the rising number of charities and NGOs, each presenting their cause as the most urgent, which ultimately makes it difficult for donors to distinguish genuine need and leads to suboptimal distribution of support.

Consider the numbers: about 88% of all dollars raised come from just 12% of donors, and nonprofits send an average of 59 email messages per subscriber. If you want a deeper dive into data and trends, explore the article: Top Nonprofit Fundraising Statistics to Know: Updated 2025.

Think About This.

Imagine you’re among the 12% of donors giving 88% of the funding, and you support five or more nonprofits each year. Would you want to sift through nearly 295 emails? Probably not. At some point, the constant solicitation cycle triggers mental fatigue, causing donors to disengage.

Staff Fundraising Fatigue.

Just as donors feel the strain, nonprofit staff often experience fundraising fatigue, too. This frequently happens when boards set unrealistic revenue goals but offer minimal support to achieve them. Staff members may be paid, but board members, often juggling demanding day jobs, are volunteers with limited time. Many organizations fail to enforce meaningful board expectations, leaving well-intentioned members without clear roles.

Another challenge is the tendency to recycle the same fundraising events: golf tournaments, dinner auctions, etc., simply because “we’ve always done it this way.” Over time, enthusiasm wanes, and the effort may no longer justify the outcome. But perhaps the most significant driver of staff burnout is insufficient board engagement and chronically limited resources, which make meeting fundraising goals feel like an uphill battle.

The Solution.

How to Retain Donors.

Be transparent about how you use the funds you receive. Repeatedly show and tell the impact your organization is making. When donors clearly see the results of their generosity, the “ask” becomes less of a request and more of an invitation to continue supporting a meaningful, successful mission. Ask less and provide more impact stories instead!

How to Retain Staff.

Offer competitive wages, provide the resources necessary for success, and ensure your board is fully committed, not only to giving personally but also to participating actively in the solicitation process. A well-supported staff is a motivated and effective staff.

If you have any questions or comments, please don't hesitate to contact me. Additionally, please explore the rest of my blog and website to see if any of this information can be helpful to you.

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