In more than 20 years of coaching fundraisers, I’ve heard countless people say something like, “I’m just not good at fundraising.” It usually comes from someone who cares deeply about the cause but assumes the people at the top of the fundraising leaderboard have something they don’t, like a bigger network, a more outgoing personality, or — my favorite — some kind of fundraising gene.
Here’s the good news: that’s not how it works. Top fundraisers are made, not born.
I’ve seen this play out in my work, and I’ve lived it personally, too. I’ve raised more than $700,000 for rare cancer research and other causes close to my heart, and none of it happened by accident. It took the same things I coach fundraisers on every day: consistency, follow-up, and a willingness to step outside my comfort zone.
When I look at the fundraisers who consistently rise to the top, they share a handful of traits. And every single one of them can be learned, practiced, and coached.
- They see fundraising as an invitation, not an ask. Top fundraisers don’t think of fundraising as asking for money. They see it as inviting their network to support something that’s important to them. That reframe flips the script, and it’s one of the first things I share with every fundraiser I coach — new and nervous or seasoned — because once that clicks, the assumption that you’re bothering people fades into the background.
- They’re relentless in pursuit of their goal. Top fundraisers don’t send one email and call it a day. They set an ambitious goal and then they follow up, cast a wide net, and get uncomfortable because they know they’re working toward something bigger than themselves: the mission of the organization they’re fundraising for. When they hit their goal, they increase it, knowing the more they raise, the greater their impact. Some top fundraisers — but not all — are driven by the goal to be #1. Sometimes it’s their competitive nature, and sometimes it’s the recognition or reward that comes with being at the top. But ultimately, they’re laser-focused on reaching their goal and determined to do what’s necessary to get there.
- They’re coachable. Top fundraisers keep doing what has always worked for them, but they’re also looking for ways to improve. They’re willing to try a new tactic, test a different message, or take a piece of advice and run with it. One participant I worked with recently was already a top fundraiser but was curious about what they could do to raise even more. I suggested they send a pre-event email to everyone who had already donated — something they hadn’t tried before. They didn’t make a single ask. Instead, they shared how much they’d raised and how far they still had to go and promised to follow up after the event with a complete update. Several donors wanted to help get them there and donated a second time, ultimately pushing them past their increased goal!
- Their passion shines through. People can tell when you genuinely care. Top fundraisers have passion, commitment, and dedication to the cause, event, or organization, and it comes through every time they talk about why they’re fundraising. Passion can’t be phoned in, and it has to be brought to the surface over and over again. Plenty of participants care deeply but aren’t sure how to share their personal connection in a way that makes a donor feel like their gift is part of a shared mission, not a financial transaction. Helping them find their “why” and tell that story is some of my favorite coaching work.
- They flex their fundraising muscle regularly. Fundraising isn’t a one-time burst of activity. It’s something you have to keep coming back to. It’s hard work and time-consuming. But it’s work that has a clear payoff. It takes repetition and consistent action — a follow-up text to the friend who said they’d donate but haven’t gotten to it, daily posts as event day gets closer, or a personal email to someone they haven’t asked yet. Just like any other muscle, the more you use it, the stronger it gets. In my experience, coaching helps build that rhythm so consistent action becomes a habit rather than something a fundraiser hesitates to do.
- They bring their donors along for the journey. Top fundraisers don’t disappear once someone donates. They share progress toward their goal, milestones along the way, photos from event day, and most importantly, the impact of the money they raised. That turns a single donation into a shared experience, and it gives fundraisers natural reasons to reach back out, which makes follow-up feel a lot less awkward. It also means staying connected throughout the year, not just reaching out when they need a donation. Donors who feel like part of the journey are far more likely to come back next year.
The best part is that none of these traits require a special personality or a huge network. They require the right mindset, the right tools, and someone in your corner encouraging you to take the next step.
That’s exactly why coaching is such a big part of our fundraising strategy work at Event 360. We coach a wide range of audiences, from nonprofit staff to peer-to-peer event participants and even board members, to build the confidence and habits that turn good fundraisers into great ones. Whether it’s a first-time participant who’s nervous about sending that first email or a returning top fundraiser determined to hold on to the #1 spot, the right coaching at the right time can make all the difference.
If you’d like to grow more top fundraisers for your organization, we’d love to talk with you about what fundraising coaching could look like for your team.
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