The Future of Fundraising Is Not AI—It's Building Real Relationships

Look, I get it. Every month, there's a new shiny object in fundraising. AI this, machine learning that, the latest tech promising to revolutionize how we raise money.

And here's the thing—I'm not against technology. Not at all. But after 30+ years in this business and working with hundreds of non-profits at Veritus, I've learned one unchangeable truth: donors give their biggest gifts to organizations they trust, where they've built authentic relationships with real humans.

Let me be blunt: we have a problem in our industry. Too many fundraisers are hiding behind technology, mass communications, and "efficient" strategies that actually keep them from doing the work that matters most—connecting one-on-one with donors.

Why? Because relationships are hard work! They take time. They're messy. They require vulnerability and authenticity. And frankly, it's easier to blast out another email campaign or tinker with your CRM settings than it is to pick up the phone and call a donor.

But here's what the data tells us at Veritus: organizations that invest in relationship-based fundraising—what we call "The Veritus Way"—consistently outperform those chasing the latest trend. We're seeing 2-3x revenue growth when organizations commit to this approach.

So what does this mean for you?

It means the future of fundraising isn't about replacing human connection—it's about enhancing it. Use that AI tool if it helps you write more personalized donor communications. Embrace that new donor database if it helps you remember important details about your donors' lives and passions. But never, ever use technology as a substitute for genuine human connection.

I see this all the time in our consulting work. Organizations invest thousands in sophisticated tech solutions while their major gift officers are managing portfolios of 250-300+ donors (impossible!) and barely talking to any of them. That math will never work.

Here's what will work: Focus your technology investments on tools that free up your fundraisers to spend MORE time with donors, not less. Use automation for the routine stuff so your team can do the important work of sitting across from donors, understanding their passions, and showing them how their giving creates the change they want to see in the world.

Your donors don't want a relationship with your chatbot. They want to connect with passionate people who care about the same things they do. They want to know their giving matters. They want to feel the joy that comes from meaningful philanthropy.

And you know what? That's never going to change, no matter how advanced our technology becomes.

So by all means, embrace tools that make your work more effective. But remember: technology should serve relationships, not replace them. The organizations that understand this simple truth are the ones that will thrive in the future of fundraising.

The hard work of human connection isn't going away. In fact, in our increasingly digital world, it's becoming more valuable than ever.

Jeff