In our last newsletter, we focused on the importance of setting SMART fundraising goals — clear, measurable, and grounded in reality. That step is essential, but it’s only part of the work.

Once you know what you need to raise, the next (and often trickier) question is, “How are we actually going to raise it?”

This is where many nonprofit leaders get stuck — not because they lack passion or commitment, but because they haven’t mapped out which fundraising channels they will use, or how those channels will work together.

Today, we’re breaking that down.

Step 1: Understand That Fundraising Is Multi-Channel by Design

No single fundraising method can (or should) carry your organization alone. A table cannot stand on one leg. Similarly, sustainable fundraising is built on multiple, complementary revenue streams that work together over time.

While our expertise at Heart for the Community is grants, we encourage our clients to take a holistic approach to their fundraising. We discourage relying on one type of grant (i.e., all federal funding), as well as encourage exploring revenue streams beyond grants: 

  • Grants (foundations, corporations, government)
  • Individual donors (one-time and recurring)
  • Corporate sponsorships
  • Events (in-person or virtual)
  • Digital giving (email, social media, online campaigns)
  • Direct appeals (mail or email appeals)
  • Peer-to-peer fundraising

Organizations should evaluate these streams and intentionally build their plan around some combination of them. The goal isn’t to do everything — it’s to choose the right mix based on your organization’s history with each channel, size, staff capacity, and stage of growth.

💖 Love Note: Revisit our article on the importance of revenue stream diversification here. 

Step 2: Match Each Channel to a Clear Purpose

Every fundraising channel should serve a defined role in your overall strategy. For example:

  • Grants may provide large infusions of restricted or program funding
  • Individual donors often offer flexible, unrestricted support
  • Events build community and visibility (even if they aren’t your biggest revenue driver)
  • Corporate sponsors can underwrite programs or events while expanding your network
  • Peer-to-peer campaigns activate your supporters as ambassadors

When organizations struggle, it’s often because they treat all channels the same  or worse, they chase every opportunity without clarity. Instead pursuing opportunities scatter shot or because everyone else is doing it, you and your team should ask:

  • What is this channel best suited to do?
  • How much staff time does it realistically require?
  • What return (financial or relational) should we expect?

💖 Love Note: Beware of ‘mission creep’ and pursuing any and every opportunity that comes your way, which is inefficient. Taking Step #2 ensures you are both strategic and intentional.

Step 3: Build a Simple Fundraising Map

Once you know which channels you’re pursuing, map them across the year. (Note: We’ll explore this step more closely next week) But in the meantime know that this doesn’t require complex software. A simple spreadsheet or calendar can help you visualize:

  • When grants are due
  • When appeals go out
  • When events or campaigns launch
  • When stewardship and follow-up happen

This approach helps prevent burnout, donor fatigue, and last-minute scrambling and allows you to plan proactively rather than reactively.

Step 4: Assign Ownership and Ensure Capacity

A plan only works if someone owns each piece.

Ask:

  • Who is responsible for grant writing? For events? For individuals?
  • Who manages donor communications?
  • Who tracks deadlines and follow-up?
  • What support does each role need in order to succeed?

Taking this step  will help you streamline which channels you can actually pursue based on staff time and capacity. In  small organizations, clarity reduces overwhelm and increases follow-through.

Step 5: Revisit, Review, and Refine

Remember: Your fundraising plan is not a static document — it’s a living tool.

As you move through the year:

  • Track what’s working within each channel
  • Make adjustments to those areas that are not
  • Revisit your goals and assumptions. Are they still SMART?

Growth rarely happens in a straight line. The organizations that thrive are the ones that learn, adapt, and keep moving forward based on this type of analysis.

Why This Matters

It is important to approach your fundraising with a focus on sustainability, trust, and long-term impact. When your fundraising channels are clearly defined and intentionally managed, you move from reactive fundraising to strategic growth.

And that’s when fundraising stops feeling overwhelming and starts feeling possible and maybe even fun 😄

Coming Up Next

In the next installment of this series, we’ll break down how to turn these fundraising channels into a realistic annual fundraising calendar that you and your team can use as a roadmap to achieve your goals, while recognizing your capacity, honoring your mission and supporting your long-term vision. 

Because sustainable funding isn’t about doing more, it’s about doing what matters most, with clarity and care. 💖

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