What to Do When Leadership Isn’t on Board with Relationship-Based Fundraising

One of the most frustrating challenges for a non-profit fundraiser is when leadership resists embracing a relationship-based fundraising program. Maybe they’re clinging to old habits—relying solely on direct-response fundraising because it worked in the past. Or perhaps they’re concerned about the perceived higher cost of implementing a new strategy.

Whatever the reason, this resistance can feel like a roadblock to your organization’s full fundraising potential.

At Veritus Group, we’ve worked with hundreds of non-profits over the last two decades—and we’ve consistently seen organizations transform their fundraising results by adopting relationship-based strategies.

Why? Because these organizations have shifted from transactional fundraising to building authentic relationships with donors. They’ve taken the time to understand their donors’ passions and aligned them with projects that change the world. The result: increased revenue, stronger donor retention, and a higher return on investment.

If you’re fighting for leadership buy-in, here are five strategies to help convince them to embrace relationship-based fundraising:

1. Present the ROI Case for Mid and Major Gifts

Leadership often resists change because they’re concerned about cost. It’s your job to show them that relationship-based fundraising isn’t just a feel-good approach—it’s a sound financial investment.

Mid and major gifts offer the highest ROI of any fundraising strategy. While direct-response may generate many small donations at a high cost, mid and major gifts often bring significantly larger contributions at a lower cost per dollar raised.

Walk your leadership through how a $10,000 investment in donor relationships can yield $100,000 or more in revenue. Highlight the long-term financial benefits of cultivating loyal, engaged donors instead of constantly chasing one-time gifts. (We can show you this with our free donor assessment.)

2. Share Success Stories from Other Non-Profits

People are more likely to embrace change when they see it’s worked for others. Share real-life examples of organizations that transitioned from transaction-based to relationship-based fundraising—and saw their revenue soar.

Maybe a peer organization moved from relying on direct mail to launching a major gifts program. Within three years, they doubled their fundraising revenue. These results came from deeply understanding donor passions and aligning them with mission-driven projects.

These stories dispel fear and skepticism. (And if you need examples, we’ve got plenty.)

3. Talk About Donor and Donor Value Retention

One of the biggest weaknesses of transaction-based fundraising is donor and donor value attrition. Often, donors who give through direct-response campaigns are treated as numbers, not people, and they don’t feel a meaningful connection to your organization.

Explain to your leadership that relationship-based fundraising is the key to improving donor and donor-value retention. When you invest in building genuine relationships with donors, you inspire loyalty and trust, which leads to repeat giving.

Use numbers to back this up. For example, studies show that retaining just 5% more donors can increase revenue by 25-95%. Demonstrating the link between donor and donor-value retention and long-term sustainability can be a powerful motivator for leadership.

4. Appeal to Mission and Values

Sometimes the strongest case isn’t financial—it’s values-based. Remind leadership that your non-profit exists to create meaningful change, not just to raise dollars. Relationship-based fundraising is rooted in purpose. It’s about helping donors feel like they’re part of something bigger.

By embracing relationship fundraising, your organization lives out its values and creates deeper partnerships with those who care about your mission. 

5. Start Small and Prove It Works

If leadership is still hesitant, start with a pilot.

Choose a small caseload of mid-level or major donors—maybe 50–150—and assign one development officer to focus on cultivating those relationships using the Veritus Way. Track progress, check in at 12, 18, and 24 months, and measure the results.

When leadership sees it working on a small scale, they’ll be far more likely to embrace it organization-wide.

Getting leadership on board with relationship-based fundraising takes strategy, persistence, and proof—but it’s worth it. When your organization commits to truly knowing its donors and helping them make meaningful impact, everyone wins.