Imagine a scenario where major donor fundraising invites community, sparks joy, and becomes something you look forward to rather than an obligation.

Many nonprofit leaders acknowledge that fundraising is an essential part of their role. However, few enter the nonprofit sector with the primary goal of raising money. They are driven by passion for their cause but often feel unprepared or unenthusiastic about the financial aspect of their work. However, a simple shift in mindset can transform the fundraising experience.

The Power of Giving and the Donor’s Perspective

Researchhas shown that people who give money are happier. Yet, fundraisers often fail to see themselves as facilitators of happiness. Instead of viewing fundraising as merely asking for money, consider it as an opportunity to help donors fulfill their desire to contribute to something meaningful.

Here are three mindset shifts that can make fundraising a fulfilling and successful endeavor.

1. Find the Donor’s “Why”

A pivotal moment in my career was when I prepared for what I believed was a flawless donor meeting. I had all the necessary details—project costs, impact assessments, and compelling case studies. Confidently, I made my ask for a significant gift. The donor sat in silence and then laughed, asking, “Why do you think I would give you that kind of money?”

Her reaction forced me to reflect. I had all the facts, but I had missed the most critical element: the donor’s “why.” What personally connected her to our cause? Did she have a life experience, a family connection, or a passion that aligned with our mission?

Understanding a donor’s motivation is crucial. Without it, fundraising becomes a transactional exchange rather than a shared vision. Donors don’t give just because we need funds; they give because they believe in something bigger than themselves. Taking the time to uncover their “why” can make all the difference.

2. Embrace an Abundance Mindset

There’s always a reason why it might seem like the wrong time to ask for money—economic downturns, global crises, or shifting priorities. However, adopting a scarcity mindset can be a major barrier to successful fundraising.

A prime example of an abundant mindset is donor-advised funds (DAFs). These funds allow donors to set aside money for charitable giving while receiving an immediate tax benefit. Currently, there is an estimated $260 billion in DAFs waiting to be distributed. This money has already been designated for philanthropy; it is simply waiting for the right opportunity.

Instead of focusing on limitations,fundraisers should highlight opportunities. Presenting fundraising as a chance for donors to invest in something meaningful, rather than as a burden or obligation, shifts the conversation toward possibility and impact.

3. Be Creative in Your Approach

Fundraising doesn’t have to be formal or rigid. Some of the most successful fundraisers engage donors in ways that feel natural and enjoyable. If a coffee shop meeting doesn’t align with your style, why not suggest a walk, a hike, or another activity that fosters genuine connection?

Creativity also applies to how we express gratitude. I once worked with a donor who made a significant gift to address hunger in Africa. I wanted to give them something meaningful in return. I had heard a story about a woman in a food line in Africa who wanted to thank those who were providing aid but had nothing to give except the ground beneath her feet. She picked up a handful of rocks and handed them to the worker as a token of gratitude.

Inspired by this, we arranged to have rocks flown in from Africa and presented them to the donor along with the story. That simple, heartfelt gesture became the most meaningful gift they had ever received. Thoughtful, creative expressions of appreciation can leave a lasting impact and deepen donor relationships.

The Long-Term Impact of Mindset Shifts

Fundraising is about more than just securing funds—it’s about building lasting relationships. The donor who initially laughed me out of the office? Three years later, after we took the time to understand her motivations, she not only made a transformational gift but also became the chair of our campaign.

By shifting our perspective to focus on the donor’s “why,” embracing an abundance mindset, and approaching fundraising with creativity, we can transform the experience for both ourselves and our donors. Fundraising can move from being a daunting necessity to a rewarding and joyful part of our work.

When we spark joy and connection in fundraising, we create a powerful ripple effect—one that benefits our organizations, our donors, and the communities we serve.