If you’ve worked in fundraising for more than a few months, you’ve probably had that moment: staring at your screen, refreshing the donation dashboard, wondering why the needle isn’t moving.
The truth is, fundraising is a strange mix of art and process. There’s no perfect formula. But there are common traps that organizations fall into over and over. And once you spot them, you can start fixing them.
This article breaks down the 5 biggest fundraising mistakes nonprofits make – and how to fix them without blowing up your whole strategy. Whether you’re running a local shelter or managing a national campaign, these lessons apply across the board.
Mistake 1: Centering Your Organization Instead of the Donor
It’s a natural instinct: you want to tell people how great your programs are, what you’ve achieved, and why your nonprofit deserves support. But here’s the catch—donors aren’t giving because you need help. They’re giving because they want to help.
That difference in framing is huge.
Too many appeals start with “We’re doing X” or “Our goal is Y.” But donors aren’t looking for a progress report. They’re looking for a way to create impact. When your message starts with your org’s needs, you’re basically saying: this is about us. That’s a turnoff.
What to do differently:
Flip the perspective. Instead of “We’re providing housing for 100 families,” say “Your support gives 100 families a safe place to sleep.” That small change moves the donor from passive reader to active participant. It makes them feel central to the story.
Another tip: use the word “you” more than “we.” Go look at your last email or donation page. Count the we’s and you’s. If “we” wins, rewrite it.
Centering the donor doesn’t mean downplaying your work—it means framing your work as their impact. That’s what inspires people to give.
Mistake 2: Skipping the Thank-You or Sending Something Generic
Imagine buying a friend a birthday gift, and all they say is “got it.” No smile, no excitement, no acknowledgment. You’d think twice before doing it again.
That’s how a lot of donors feel after giving. They get a tax receipt and maybe a templated thank-you email, and then… silence.
Many nonprofits don’t even realize they’re doing this. They have systems set up to send receipts or automated messages, so it feels like they’ve checked the box. But checking the box isn’t enough. Gratitude isn’t just a courtesy – it’s a donor retention strategy.
What thoughtful thank-yous look like:
- Personalization: “Thank you for your $75 gift to our Back-to-School Drive” is way better than “Thanks for your donation.”
- Speed: A thank-you within 24 hours keeps the giving experience fresh.
- Specificity: Tell them what their donation did. “You helped fund 3 backpacks full of school supplies for kids starting school next week.”
If you have the bandwidth, go further. Handwritten notes for first-time or major donors. Short thank-you videos featuring your staff or the people you serve. Little touches like this show donors that you see them – not just their credit card.
Want to see your donor retention rates climb? Start with better thank-yous.
Mistake 3: Ignoring Lapsed Donors
We get it. It feels easier to go find new donors than to re-engage ones who’ve gone quiet. But this mindset is costing you money and momentum.
Data shows it’s 5–7x more expensive to attract a new donor than to retain an existing one. And most “lapsed” donors aren’t lost – they’re just waiting for a reason to reconnect.
They might’ve changed email addresses. They might’ve missed your last campaign. Or maybe they just didn’t feel their past gift was valued.
How to re-engage lapsed donors:
- Pull a list of anyone who gave 12–24 months ago but hasn’t given since.
- Send a personal “We Miss You” note. Make it about them, not your need.
- Remind them of what their last gift accomplished. “Your support helped 3 families move into safe housing in 2025.”
- Invite them to come back with a clear call-to-action: “Will you help one more family today?”
You can also test match offers, time-limited campaigns, or even surveys (“What would make you want to get involved again?”). The point is: don’t assume silence means disinterest. Re-connection is possible if you make the first move.
Mistake 4: Putting All Your Hopes on a Single Campaign
A lot of orgs have one big campaign each year—maybe year-end giving, or a gala event – and that one thing carries 40% or more of their fundraising budget. That’s scary.
If something goes wrong (weather, economic downturn, burnout, etc.), it throws off your whole year. You’re left scrambling, cutting programs, or launching emergency appeals to fill the gap.
Here’s a better approach:
Start thinking like a business with monthly revenue targets, not a one-shot hope-for-the-best strategy. That means building a year-round fundraising plan.
You don’t need 20 campaigns. Just start with these:
- 3-4 anchor campaigns (spring, summer, fall, year-end)
- A monthly donor program (recurring gifts = stability)
- Small thematic drives tied to holidays or awareness days
Think “momentum,” not “miracle.” You want your revenue to feel predictable, not like riding a rollercoaster blindfolded.
Also: consider segmenting your calendar by audience. For example, major donors might get quarterly impact reports. Monthly givers get insider updates. Casual social followers get matched gift appeals on big giving days.
The more balanced your approach, the more resilient your funding.
Mistake 5: Writing Like a Robot (Not a Human)
Let’s be honest – many fundraising emails sound like they were written by a grant committee. They’re stiff, over-explained, and painfully formal. It’s no wonder people don’t read them.
People give to people. They want emotion, clarity, and a sense of urgency. If your appeal takes five paragraphs to make a point, you’ve already lost them.
A few guidelines:
- Use short sentences. Vary sentence length. Make it feel like a conversation.
- Lead with a story. Not “we help 500 families a year.” Tell me about one family.
- Use specific dollar amounts tied to clear outcomes. “$35 gives a week of groceries to a family of four.”
Let’s say your subject line is “Maria Needs You.” Your first line could be:
“Maria just started fourth grade. But she’s showing up to class with a torn backpack and no notebooks.”
That’s a sentence people will read.
Then give them a way to act: “For $25, you can send Maria to school with everything she needs to succeed.”
Don’t bury the ask. Don’t try to sound official. Just be real.
Final Thoughts: What You Do Next Matters Most
You don’t need to overhaul your fundraising in one week. But you can pick one of these habits to improve this month. Better emails. Faster thank-yous. Smarter campaign timing. That’s how sustainable fundraising happens – small shifts, done consistently.
If you’re not sure where to start, go back to your last appeal. Read it aloud. If it sounds stiff, abstract, or all about you – it’s time to rewrite it.
Remember, donors aren’t waiting to be convinced. They’re waiting to be invited. Make that invitation honest, human, and centered around the impact they can create.
The results will follow.
