What Fundraising Game Are You Playing?

One of my colleagues in the industry, Jason Lewis, has a phrase for the way that many non-profits approach fundraising: hands-off fundraising.

It’s the idea that organizations treat fundraising like a machine—you flip the switch when money is tight, crank out appeals, and hope donors respond. But when times are good? The machine gets ignored until the next financial crisis.

This reactive, transactional approach keeps non-profits stuck in a cycle of desperation. It also misses the point of fundraising entirely. It’s not about flipping switches or sending mass emails—it’s about relationships.

Jason often points out that non-profits expect fundraising to behave predictably, like an assembly line. When revenue dips, fundraisers flood inboxes with appeals. When the crisis passes, they move on, failing to nurture the donors who just stepped up to help. This approach isn’t just ineffective—it’s unsustainable.

The reality? You should absolutely outsource the clerical, transactional side of fundraising. There are great agencies with the expertise and data to handle mass emails, direct mail appeals, and digital campaigns efficiently. You don’t need to hire people in-house for that.

But what you do need are fundraisers who know how to build real relationships with donors. That’s where non-profits should be investing in their internal teams. And that’s where Veritus Group comes in.

The Veritus Way: A Different Game

Most non-profits are stuck in the traditional fundraising game—casting a wide net, relying on mass appeals, and treating donors like ATM machines. You could call it checkers.

Veritus Group plays chess, prioritizing relationships over transactions, sustainability over short-term fixes, and donor impact over one-time gifts.

We’ve built “The Veritus Way” to provide nonprofits with an alternative to hands-off fundraising. It’s a structured, intentional approach to major gifts that creates real, lasting partnerships with donors. Here’s what it looks like:

• A Portfolio of No More Than 150 Qualified Donors – Fundraisers can’t build relationships with thousands of donors. We help nonprofits focus on those with both the capacity and the passion to make a difference.
• Tiering Donors for Personalization – Not all donors are the same. We help fundraisers understand who needs the most personal attention and their donors’ capacity for giving.
• A Cash-Flowed Revenue Goal and Strategic Plan – Every donor should have a customized plan based on their passions, interests, and communication preferences. No more guessing or generic asks.
• Weekly Accountability Meetings – Fundraisers need structure, support, and accountability. Regular check-ins ensure they stay focused and engaged with donors.

Why Non-Profits Don’t Invest Where They Should

Despite all the evidence that relationships drive revenue, many nonprofits still don’t properly invest in major and mid-level giving programs. Why? Because they default to what they know. They put resources into broad appeals because that’s familiar. They resist change because it feels risky. 

But the real risk is staying in the old fundraising game. 

When nonprofits don’t build a strong major gifts infrastructure, they leave money—and donor trust—on the table. Donors want to feel connected to your mission. They want to know they’re making a difference. If you’re not investing in building those relationships, you’re missing the biggest opportunity in fundraising. 

So, what fundraising game are you playing? Are you stuck in the cycle of hands-off fundraising, flipping the switch when times get tough? Or are you ready to build something sustainable—something that deepens donor relationships, secures long-term impact, and transforms your fundraising future? 

At Veritus Group, we’re here to help you play the right game. Let’s stop chasing transactions and start building relationships that truly matter.