We’re exploring a powerful theme that affects every nonprofit: the necessity of diversifying revenue streams—with cohosts Julia C. Patrick and Tony Beall. While fundraising is often viewed as a singular number to hit, Tony ignites the convo with, “If we are focused on putting everything in one basket, we’re putting our programs and services at risk.”

Together, they walk through the “lanes” of nonprofit revenue: major gifts, corporate sponsorships, grants, and planned giving—each requiring different skill sets but all anchored in one common thread: relationships. Tony’s thinking. . .  “True success in fundraising rests in your ability to build relationships, even in grantmaking where you may need an invitation from a foundation.” Julia echoes the reality that planned giving, while unpredictable, can yield transformational gifts, while corporate sponsorships often demand careful alignment between mission and brand values.

The informative conversation covers monthly giving programs, now empowered by digital tools. What once felt arduous is now a viable, forecastable stream. Monthly donors often “testing” an organization with smaller contributions before stepping into major gift or legacy conversations—a fact savvy nonprofits should embrace. Julia points out how this incremental giving builds a sense of community: donors rowing in the same direction together, proving that even $10 a month can matter.

‘Cause Marketing’ receives sharp focus. Tony explains that beyond revenue, its real value is in brand awareness. “What is the soft dollar value of the exposure your nonprofit gains?” he asks, while cautioning that consumers demand authentic mission alignment; token efforts rarely shift donor or customer behavior without deeper resonance.

The discussion wraps with a thoughtful action strategy: how nonprofits allocate time and talent across lanes. For many, events consume disproportionate staff energy—sometimes to the detriment of post-event stewardship. Tony clarifies how staff specialization matters too—grant writers are not gala planners—and leaders must invest in professional development and digital tools to support diversification.

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Our national co-hosts and amazing guests discuss management, money and missions of nonprofits!
12:30pm ET 11:30am CT 10:30am MT 9:30am PT

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