Your year-end plan is actively insulting a segment of your donor file. It's September and that plan is nearly locked, so let's fix it before it goes out.

When I was a baby ED, we'd get a $7,500 check from Schwab Charitable in December and I'd code it to Schwab. Not to Susan, who actually made the gift. In my file, Susan looked like she'd bought a gala ticket. She was a major donor and I never once treated her like one, because I didn't know what a DAF was and neither did the person doing my data entry. You probably have Susans right now, sitting in your database dressed up as corporations.

Here's what most fundraisers miss: a DAF donor already took her tax deduction the day the money went into the fund. February and December are the same day to her. So every countdown clock and midnight-tonight email you send that segment is factually wrong, and she knows it. It makes you look like an amateur.

In this episode I give you the CRM screen to run this week, the four behavioral signals that flag someone holding a DAF who's never given you one, and why I'd rather run this play in January. Everyone decided December was the Super Bowl. January is the empty field. Keep your annual fund calendar exactly as it is, your major gift calendar is a different animal.

Important Links:

• My Big Ask Gifts Program
• My Book, Get That Money Honey
• My Newsletter
• Join the Free Webinar

I had a board member, let's call her Lena, who told me she'd rather stick hot needles in her eye than ask her friends for money. So I asked if we could count on her for the $35,000 check instead. She said yes, done, no problem. Then she spent the next several years opening her home and hosting people for us.

Lena wasn't refusing to fundraise. She had no idea what fundraising was.

In 20 years I have never met a board that refuses to fundraise. I've met a lot of boards nobody bothered to instruct. And in most board members' heads, fundraising has exactly one definition: standing in front of your college roommate with your hand out. So when you say "we need the board more engaged in fundraising," what lands in their body is "we need you to go be humiliating at a cocktail party." No wonder you get crickets.

Underneath that there are two fears nobody says out loud. One is social capital, they don't want to be embarrassed by how you treat their friends. You're asking to borrow their reputation and you haven't told them what you're going to do with it. The other is reciprocity, if I ask Bob, Bob asks me. And the third thing we never talk about: even rich people have money baggage. Money is not neutral territory for anybody.

So I show them the machine. Six stages of EFOS, and the board leads engagement, helps with prequalification, participates in qualification, cultivation and stewardship. Staff owns the proposal, and not because it's the scary part. It's the technical part. You physically cannot strong-arm someone inside a system where they're invited to opt out at six separate doors.

Then the part nobody believes the first time they hear it: there is no ask. No pounding heart, no number said out loud into silence. We dissolved that moment nine months upstream in qualification. My client Amy ran this exact play last month, donor ballpark was $75,000, they came back with $120,000 unrestricted. Nobody asked anybody for anything.

I'm also giving you the board action menu, why the menu itself is the training, the Jeffersonian dinner that changes the host more than the guests, why you recruit in twos and threes, and the one word I want deleted from your vocabulary entirely.

Your board is not the obstacle to your major gifts system. They're the first stage of it.

What You'll Learn:

• The three things actually going on when your board "won't fundraise"

• The two fears your board members will never say out loud

• Where the board belongs in each of the six EFOS stages

• Why there is no ask, and how it disappears in qualification

• The board action menu that teaches without a single training

• How to set a give/get as a floor, not a ceiling

• What to do about the board member who does too much of the wrong thing

  
  

Important Links:

• My Big Ask Gifts Program

• My Book, Get That Money Honey

• My Newsletter
• Join the Free Webinar

Why AI Cannot Replace Fundraising Strategy

I use Claude every day, he's literally my side piece. And I'm telling you to stop buying AI tools.

Here's what I'm seeing across nonprofit shops right now: everyone's buying wealth screening software, AI donor tools, personalization platforms. They think the tool will fix it. It won't. AI amplifies what you already have. If your strategy is broken, AI just accelerates the crash.

The real problem isn't AI. It's that most nonprofits don't have a strategy. They don't have criteria for what qualifies a major donor. They don't have a framework for moving donors through a process. So they purchase expensive tools and create content slop, technically personalized, completely forgettable.

Here's the Ferrari metaphor: You need three things to actually get somewhere.

One, the car (your AI tools).

Two, to know how to drive (a clear strategy like EFOS).

Three, to know where you're going (the skills to execute). Most nonprofits have one. Maybe two. Then they crash and blame the car.

In this episode, I'm breaking down the five components of real qualification, timing, capacity, reason, engagement, permission and why wealth screening covers maybe one of them. Then I'm showing you what changes when you nail down EFOS first, then layer AI on top: suddenly AI becomes a qualification accelerator instead of just a donor organizer.

What You'll Learn:

• Why wealth screening is not qualification (and what actually is)

• The five components of real donor qualification

• How AI synthesizes your data when you have a clear strategy

• The Ferrari framework: why most nonprofits crash

• How to stop chasing donors and start attracting them

• Why your donor communication tools are creating slop (and how to fix it)

  
  

Important Links:

• My Big Ask Gifts Program

• My Book, Get That Money Honey

• My Newsletter

• Join the Free Webinar

When I started this podcast in 2018, I had no strategy. No content calendar. Just a cheap microphone and a genuine desire to connect with busy nonprofit friends who never had time to grab coffee. I didn't think I was doing marketing. I thought I was just... connecting.

Turns out, that's exactly what I was doing.

But here's what I resisted for years: I didn't want to believe that visibility mattered. I wanted good work to be enough. I wanted to believe that if I just got excellent results for my clients, recognition would come. That the work would speak for itself.

I was wrong. Dead wrong.

And I'm not the only one. Most of you are probably under-marketing too. You're doing brilliant work. You're getting real impact. And nobody knows about it. Because you're operating on the same belief I was: that excellence gets recognized on its own.

It doesn't.

Here's the truth I learned in eight years: the best program nobody knows about loses every single time to the mediocre program with a megaphone. I wish that wasn't true. But it is. The math backs it up: 60% of your success comes from exposure. Who knows about you? That's the game.

And the game changed. Your donors aren't coming to you anymore. They're researching you. They're Googling, YouTubing, scrolling LinkedIn. They want to self-qualify before they ever call. Which means your content is now your cultivation. Your visibility is your survival.

In this episode, I walk through what I learned about visibility that actually works in 2026. Why relationships are necessary but not sufficient (you need a system, not just a lunch). Why the Bob story, the $50K gift I almost fumbled, taught me that you can't leave money on the table by hoping. Why personalization at scale isn't optional anymore. Why authenticity beats polish. And why, if you've ever said "we're the best kept secret," you need to pick up the megaphone.

I also talk about the trends I'm watching: trust-based philanthropy. DAFs as the default, not the exception. A wealth transfer that's unprecedented. And a talent crisis that's bleeding your organization dry every time a fundraiser walks out the door.

But the real lesson? Start before you're ready. Show up on one platform this week as a human being. Hit record and ship it before it's perfect. Done is better than perfect.

Because consistency compounds. And visibility isn't vanity. It's survival.

Important Links:

My Big Ask Gifts Program:⁠⁠⁠⁠ https://go.rheawong.com/big-ask-gifts-program⁠⁠⁠⁠

My Book, Get That Money Honey:⁠⁠⁠⁠ https://go.rheawong.com/get-that-money-honey⁠⁠⁠⁠

My Newsletter:⁠⁠⁠⁠ https://www.rheawong.com/⁠⁠⁠

Here's what nobody tells you: when a founder gets $47M in liquidity, they don't call you. They call their advisor. And by the time you find out they exist, the giving decision's already locked in with someone else.

Most nonprofits are still running the old playbook. Cold outreach to newly wealthy people (who get 100 asks a day). Hoping they land on your website. Betting on a gala where you can somehow figure out if they have capacity. It doesn't work. And the reason is simple: you're chasing donors when you should be positioning yourself with their advisors.

Here's the blind spot nobody talks about: the window to be top-of-mind after a liquidity event is 6 to 12 months. After that, it closes. The advisory team, wealth advisors, tax attorneys, family office managers, they're the ones steering the giving strategy. Not the donor. The donor's overwhelmed. The advisor's asking, "Where should you give?" And if your nonprofit isn't the one they think of, you're invisible.

I walk through four systematic levers for accessing this wealth before anyone else does. The Advisor Play (one board connection can generate $250K–$300K annually in referred gifts). The DealBook Scan (fifteen minutes every Monday on Crunchbase finds you one warm outreach opportunity per week). The Candid Play (your profile needs to be the obvious choice when newly liquid people search). And Founder Networks (if you have founder board members, you have direct access to people already thinking about impact).

These aren't lottery tickets. They're repeatable revenue streams. The math: one systematic scan nets you roughly six to twelve donors per year at $25K–$100K each. One strong advisor relationship can generate $125K–$500K over five years.

The best time to position your nonprofit for newly liquid wealth was three years ago. The second-best time is Monday morning.

Important Links:

My Big Ask Gifts Program:⁠⁠⁠ https://go.rheawong.com/big-ask-gifts-program⁠⁠⁠

My Book, Get That Money Honey:⁠⁠⁠ https://go.rheawong.com/get-that-money-honey⁠⁠⁠

My Newsletter:⁠⁠⁠ https://www.rheawong.com/⁠⁠

Join the Free Webinar: The Lapsed Donor Email That 10x'd a Gift

In this episode, I'm calling out the thing nobody says out loud: your major gift program isn't really a program. The gifts come in, but you can't predict them. Your board member lands a home run, then goes quiet. Your ED holds all the relationships in their head, and when they leave, the revenue leaves with them. I've lived this, and I know you have too.

I start by naming what I call the invisible revenue gap: the difference between what your list should be raising and what it actually raises. It's costing mid-sized nonprofits hundreds of thousands a year while the financials look perfectly fine on the surface, and it's the thing that wakes EDs up at 4 AM in a cold sweat.

Then I get into the diagnosis. You're not bad at fundraising. You're not lazy or unsophisticated. You're un-infrastructured. You know what to do, you just don't have a system to do it consistently, in the right order, every time. I break down why the old five-stage model we all inherited runs on fragile relationships and hope, and why it falls apart with today's busier, more skeptical donors.

From there, I walk through what an actual system looks like: the six stages of the Engagement Fundraising Operating System, the real role of your board as door openers (12 board members, one intro each per quarter, that's 48 new prospects a year, the math maths), and the qualification conversation that stops you from chasing people who were never going to give. I also share results from a $6M client who went from 15 prospects to 47 and doubled her close rate. Not by finding richer donors. By building infrastructure.

If every quarter feels like crossing your fingers, this one's for you.

Important Links:

My Big Ask Gifts Program:⁠⁠ https://go.rheawong.com/big-ask-gifts-program⁠⁠

My Book, Get That Money Honey:⁠⁠ https://go.rheawong.com/get-that-money-honey⁠⁠

My Newsletter:⁠⁠ https://www.rheawong.com/⁠⁠

The biggest gift your organization will ever receive might come from a donor who's been quietly giving you $10 a year for two decades. And most of you are ignoring them.

Planned giving evangelist Tony Martignetti, retired attorney and author of the upcoming Planned Giving Accelerated, is back to bust the six nasty myths keeping small and mid-size nonprofits out of the game. It's not too complicated, it's not just for the big guys, and you're not having a "death conversation", you're talking about the life and longevity of your mission.

The launch is simple: query your database for loyalty and longevity (gift size doesn't matter), pick your top 3-6 prospects, start conversations. Ten hours a month, no splashy website required. Plus: what to say when you make the ask, and the research showing 75% of donors who put you in their will increase their other giving.

If planned giving has been on your someday list, this episode moves it to Monday.

Important Links:

Connect with Tony:⁠ https://www.linkedin.com/in/tonymartignetti/

Tony Martignetti Nonprofit Radio :⁠ https://tonymartignetti.com/

Join the Planned Giving Accelerated Waitlist: https://www.plannedgivingaccelerated.com/

My Big Ask Gifts Program:⁠ https://go.rheawong.com/big-ask-gifts-program⁠

My Book, Get That Money Honey:⁠ https://go.rheawong.com/get-that-money-honey⁠

My Newsletter:⁠ https://www.rheawong.com/⁠

I love a good transformation story, and Lucy Madden's is one of my favorites.

Lucy was a middle school science teacher who ran a snail mail pen pal program in her classroom, pairing her students with STEM professionals around the world. She watched her kids start imagining bigger futures for themselves, so she turned it into an organization: Letters to a Pre-Scientist. Now she's the CEO, and she's fundraising for it as a team of basically one.

When we started working together, Lucy had 10 to 15 donors giving $1,000 or more, and those gifts felt random. In this episode, she walks through what changed: stepping away from grants, getting her board on board, and shedding the ick she felt about asking individuals for real money.

The moment that stuck with me: Lucy called a donor just to say thank you for a $10,000 gift. On that call, the donor did the math on Lucy's growth plan herself and said, "You need $140,000. I think we can do that." It became a multi-year six-figure stock gift, the first stock gift her organization has ever received, on a budget of $500K.

We also talk about why snail mail is her secret weapon (in programs and in fundraising), why she stopped throwing spaghetti at the wall, and what shifted internally that let her show up to donor conversations with actual confidence.

If you've ever told yourself you're not a fundraiser, this conversation is for you.

Important Links:

Connect with Lucy: https://www.linkedin.com/in/lucy-madden/

Letters to a Pre-Scientist: https://prescientist.org/

My Big Ask Gifts Program: https://go.rheawong.com/big-ask-gifts-program

My Book, Get That Money Honey: https://go.rheawong.com/get-that-money-honey

My Newsletter: https://www.rheawong.com/

This episode is a little different. It's a bit of a public service announcement.

I recently read new nonprofit sector data, and honestly, I haven't been able to stop thinking about it. The numbers tell a pretty clear story: organizations that rely heavily on grants and government funding are feeling more pressure than ever, while nonprofits with strong individual giving and major gift programs are weathering the storm much more successfully.

If your organization has been putting off building a major gift strategy or if your current program just isn't producing the results you need. I hope this conversation gives you permission to rethink where you're investing your time.

In this episode, I share why major gifts are becoming more important than ever, the biggest mistakes I see nonprofits make when trying to build a program, and a few practical steps you can take today to start creating more sustainable fundraising.

If you're feeling overwhelmed by fundraising right now, know this: you don't have to keep doing things the way they've always been done. Sometimes the smallest shift in focus can make the biggest difference.

Important Links:

My Big Ask Gifts Program: ⁠https://go.rheawong.com/big-ask-gifts-program⁠

My Newsletter: ⁠https://www.rheawong.com/

One of my favorite takeaways from this conversation with Claire Wang is that fundraising and pricing have more in common than you might think. At their core, both are about understanding people their values, motivations, and the stories they tell themselves about who they are.

Claire shares how great pricing isn't just about numbers; it's about listening deeply, understanding what someone truly values, and creating an experience that feels meaningful. We also explore how these same principles apply to major gifts, donor relationships, and building trust over time.

If you've ever wondered how to better understand your donors, ask for larger gifts with confidence, or create a more thoughtful donor experience, this episode is full of insights you'll want to take with you.

Important Links:

Connect with Claire: https://www.claire-wang.com/

My Big Ask Gifts Program: ⁠https://go.rheawong.com/big-ask-gifts-program⁠
My Book, Get That Money Honey: ⁠https://go.rheawong.com/get-that-money-honey⁠
My Newsletter: ⁠https://www.rheawong.com/⁠