Small Nonprofit: Fundraising Tips, Leadership Strategies, and Community-Centric Solutions for Canadian and American Nonprofits

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Your top donors don’t just write big cheques; they could be folding newsletters in your conference room every Tuesday or serving on your board for the third consecutive year.

In this episode of The Small Nonprofit Podcast, we're exploring on what it means to steward supporters through a Community-Centric Fundraising lens. We're sharing ways we’ve shown gratitude to people who show up for your mission with time, talent, advocacy, and yes, dollars too. We challenge the traditional approach of stewarding people based solely on gift amounts and explore who really deserves your high-touch attention (spoiler: it's not just your $1,000+ donors).

1. Volunteers Are Major Donors in Disguise

Your regular volunteers are often contributing the equivalent of $15,000-$60,000 in staff time, yet most organizations don't steward them like major donors. That volunteer who designed your website for free? That's a $15,000 gift that deserves the same recognition as a financial contribution of that size.

2. Monthly Donors Deserve VIP Treatment

Even a $5 monthly donor should be in your major giving category. These supporters show incredible commitment and loyalty, and research shows they're likely to increase their giving over time. Plus, they're your best candidates for additional campaign gifts and planned giving opportunities.

3. Your Staff Are Subsidizing Your Mission

Every nonprofit staff member is essentially making a $20,000-$30,000 gift by accepting below-market wages. During the current hiring and retention crisis, treating staff with the same stewardship approach you'd use for major donors isn't just nice. It's smart business.

4. Longevity Matters More Than Single-Year Giving

A donor who's given $100 for five consecutive years is more valuable than someone who gave $500 once. Length of relationship and consistency of support are stronger indicators of future giving potential than one-time gift amounts.

5. Meaningful Stewardship Is About Connection, Not Cost

The most impactful stewardship often costs very little. A quick, personal email sharing a story you just heard can be more meaningful than an expensive branded gift. Authenticity trumps fancy materials every time.

Resources and Links

o   Connect with our host, Maria Rio

o   Connect with our cohost, Caitlin McBride

o   Support our show. We are fully self-funded!

o   Watch this episode on YouTube

o   Need help with your fundraising?

o   Liked this episode? Have an idea? Send us a text HERE :)

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Is your nonprofit struggling to turn DEI intentions into meaningful action?

Fear, burnout, and performative allyship often hold us back from creating truly equitable organizations. But what if we could move beyond discomfort into sustainable change?

In this episode, Maria sits down with Jonathan Meagher-Zayas, an equity educator and nonprofit consultant, to explore the real reasons why DEI work stalls and how to finally make it stick. They discuss power dynamics, fear of being "canceled," the broken board structure, and how small nonprofits can lead with community and strategy at the center.

Justice Work in Nonprofits: – The Highlights:

• Why traditional nonprofit boards are “a dysfunctional hot mess” (his words 😆)
• How fear paralyzes well-meaning teams and leaders
• The difference between being canceled and being held accountable
• 4 stages of meaningful equity work (Assessment → Acknowledgement → Learning → Action)
• How to center equity across fundraising, governance, and communications

🎧 Listen to more episodes for actionable fundraising tips and insights on nonprofit leadership, nonprofit governance, productivity & tools, and donor engagement strategies that work. We're here to eliminate nonprofit burnout and boost your donations!

About Jonathan Meagher-Zayas:

Jonathan Meagher-Zayas is a global educator, equity strategist, and nonprofit consultant. With 14+ years in fundraising, DEI work, and community organizing, he now empowers nonprofits to assess their internal systems, build more inclusive strategies, and take meaningful action toward equity.

Actionable Tips for Nonprofit Leaders to Advance Equity:

➜ Start with an internal assessment: Before jumping into training or committees, assess your org's culture, systems, and staff perspectives to understand where change is most needed.

➜ Engage your community in the process: Talk to your staff, board, and the people you serve. Let their lived experiences guide your equity goals—not just checklists or trends.

➜ Invest in internal capacity: If you're asking people to lead DEI efforts, pay them, redistribute their workload, and give them authority—not just responsibility.

Resources and Links 

• Connect with our host, Maria Rio 
• Connect with our guest, Jonathan Meagher-Zayas
• Support our show. We are fully self-funded! 
• Watch this episode on YouTube 
• Need help with your fundraising? 
• Liked this episode? Have an idea? Send us a text HERE :) 

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Social enterprises aren't only about earning or diversifying revenue; they’re key to finding creative, sustainable ways to advance your mission while serving your community with dignity. 

In this episode of The Small Nonprofit Podcast, host Maria Rio chats with Tom Armitage, who has been leading The SEED, a project of the Guelph Community Health Centre, for almost 10 years. The SEED is dedicated to ensuring that everyone in the community has access to good food, and along the way they have built innovative programming, including a social enterprise, that rethink how nonprofits can deliver impact. 

Meet the Guest

Tom Armitage is the driving force behind The Seed. With a background in agriculture and local food systems, not business, he is proof that passion and persistence matter more than waiting to get an MBA. Over nearly a decade, Tom has helped grow The SEED from a central food distribution idea into a multi-program social enterprise reaching thousands of people. 

5 Key Takeaways 

1. Start with Real Community Needs 
   The SEED was born out of a lack of infrastructure in Guelph. Agencies were struggling with storage and distribution, while people facing poverty were subjected to invasive, stigmatizing processes. Centralizing food storage and access improved both dignity and efficiency. 
2. Social Enterprise is Part of the Solution, Not the Whole Answer 
   From the beginning, The SEED designed a wholesale program that took a small margin on food sales, stretching limited grant further. But Tom is clear - no single program fully funds itself. Social enterprises can reduce reliance on grants, but it does not automatically eliminate the need for funders and donors. 
3. Pilot First, Scale Later 
   The SEED did not dive into big projects overnight. They started small - like testing sliding-scale markets - then expanded when the model worked. This iterative approach minimized risk and made scaling more sustainable. 
4. Speak the Language of Business 
   By talking about margins, efficiencies, and outcomes, Tom found that funders and business leaders connect more easily with The SEED‘s mission. It builds credibility and opens new doors for partnerships. 
5. Don’t Lose Sight of the Big Picture 
   Even with impressive growth moving millions of dollars’ worth of food annually, Tom always brings conversations back to the root causes of food insecurity: poverty and income inequality. Programs help, but systemic change is what really solves the problem. 

🎧 Listen to more episodes for actionable fundraising tips and insights on nonprofit leadership, nonprofit governance, productivity & tools, and donor engagement strategies that work. We're here to eliminate nonprofit burnout and boost your donations!  

3 Actionable Tips for Small Nonprofits & Fundraisers 

1. Ask Tough Questions Before Launching a Social Enterprise 
   Look at your fundraising strategy first and think carefully about your participants. Will charging for a service create barriers? If they aren’t your customers, who is? How will you reach them? Social enterprise should enhance your mission, not compete with it. 
2. Start Small, Learn, and Grow 
   Instead of going all-in, test your idea at a small scale. Use real-world results to refine the model and build a stronger case for funders when you are ready to expand. 
3. Frame Impact in Business Terms 
   When speaking to donors, funders, or local businesses, use language they understand - like ROI, efficiency, and value creation

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Relying on a fundraiser’s personal network isn’t a fundraising strategy; it’s a shortcut that can cost your nonprofit big in the long run. 

In this episode, Maria Rio and Caitlin McBride unpack why this common hiring question is a major red flag, what it reveals about an organization’s approach to fundraising, and how small nonprofits can shift toward healthier, more sustainable donor relationships. 

Meet the Hosts 

• Maria Rio: Expert fundraiser with 10+ years of experience helping Executive Directors secure the funding they need without the overwhelm. 
• Caitlin McBride: Certified Fundraising Executive with a decade of experience making fundraising less chaotic and more doable for small nonprofits. 

5 Key Takeaways 

1. Fundraising Is About Mission, Not Personal Rolodexes 
   A fundraiser’s job is to connect donors to the mission, not just to themselves. The strongest relationships are built between donors and the organization’s cause, not one staff member. 
2. “Who Do You Know?” Reveals Short-Term Thinking 
   When nonprofits ask this, they’re often chasing quick wins instead of building long-term fundraising systems. It signals a lack of investment in donor stewardship. 
3. It’s an Inequitable Expectation 
   Not everyone has a wealthy, well-connected network. Tying job eligibility to personal privilege shuts out talented, values-aligned fundraisers from diverse backgrounds. 
4. Over-Reliance on One Person is Risky 
   If donor relationships live only with one fundraiser, they walk out the door when that person leaves. That’s a high-stakes gamble for any small nonprofit. 
5. You Need Hunters AND Farmers 
   Hunters go after big gifts fast; farmers cultivate relationships for the long haul. The best fundraising teams balance both approaches for sustainable growth. 

🎧 Listen to more episodes for actionable fundraising tips and insights on nonprofit leadership, nonprofit governance, productivity & tools, and donor engagement strategies that work. We're here to eliminate nonprofit burnout and boost your donations!  

Key Quote: 

“Focus on relationships between the mission and the donor, not just between the fundraiser and the donor.” – Caitlin McBride 

3 Actionable Tips for EDs & Hiring Managers 

• Hire for Relationship-Building Skills 
  Ask candidates how they build, deepen, and sustain donor relationships. Skip the “who do you know” question; it doesn’t measure actual fundraising ability. 
• Build Systems That Keep Donors Connected to the Mission 
  Use stewardship processes, regular communication, and impact storytelling so donors feel invested in the cause regardless of staff changes. 
• Prioritize Values Alignment Over Access to Wealth 
  Fundraisers who share your mission’s values will build stronger, more authentic relationships that last – no matter who’s in their contact list. 

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The nonprofit world is changing FAST - and the way we fundraise, build teams, and connect with communities is being rewritten in real time. If you’ve been feeling the tension between keeping your nonprofit afloat today and preparing for tomorrow, this episode is a must-listen. 

In this solo episode, Maria Rio dives into five powerful forces shaping the future of the nonprofit sector and lays out what organizations might look like by 2035. From workforce shifts and AI adoption to government instability and DEI backlash, Maria doesn’t sugarcoat the challenges but she also shares smart ways small nonprofits can stay resilient, ethical, and effective through it all. 

The Future of Nonprofit Organizations: The Highlights 

1. The nonprofit workforce is already in crisis....and it’s getting worse. 
   Hiring and retention are major hurdles, with salary competition, burnout, and tight budgets making it hard to maintain strong teams. By 2035, nonprofits may rely more heavily on fractional staff and consultants, while in-house roles shrink to essential functions. 
2. Fundraising will rely even more on the ultra-wealthy. 
   Donor concentration is increasing. Fewer donors are giving more, and donor-advised funds (DAFs) hold billions in untapped potential. While this creates big opportunities, it also makes funding riskier. A single major donor changing course could disrupt an entire budget. 
3. AI is transforming how nonprofits work, but not always for the better. 
   From grant writing to stewardship emails, nonprofits are embracing AI. But too much automation risks alienating donors and devaluing relationships. Stewardship that feels “too perfect” may be seen as inauthentic, and relational fundraisers will become even more critical. 
4. Government funding is becoming unreliable and politicized. 
   Nonprofits are facing freezes, layoffs, and rising scrutiny—especially if they advocate for equity. Some governments are threatening charitable status based on political alignment, putting advocacy-focused organizations at serious risk. 
5. DEI and CCF efforts are facing backlash but they’re not going away. 
   While many staff support Community-Centric Fundraising (CCF) and DEI, boards are hesitant or outright opposed. The result? Tension, watered-down messaging, and even lawsuits. But Maria sees a continued rise in CCF adoption, especially among younger, justice-focused fundraisers. 

🎧 Listen to more episodes for actionable fundraising tips and insights on nonprofit leadership, nonprofit governance, productivity & tools, and donor engagement strategies that work. We're here to eliminate nonprofit burnout and boost your donations! 

3 Actionable Tips for Small Nonprofits: 

1. Start building your future team now. 
   Think beyond full-time hires. Begin exploring how consultants, fractional leaders, and AI tools can support your mission while keeping burnout and payroll manageable. 
2. Diversify your revenue and donor pool. 
   Relying on one major donor or a single grant is risky. Start developing earned revenue strategies, invest in planned giving, and engage donors who align with your values. 
3. Revisit your policies before backlash hits. 
   Now’s the time to review your gift acceptance policy, create (or update) your AI usage policy, and plan for donor education around your values. This will prepare you for political shifts, funder scrutiny, and community questions. 

🎧 Resources + Links  

• Connect with our host, Maria Rio 
• Support our show. We are fully self-funded! 
• Watch this episode on YouTube <

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About The Episode 

AI is here to stay, and many nonprofits are already embracing it. In this episode, we break down how you can set up your own custom GPT to save time, boost donor engagement, and make your team’s life a whole lot easier. Whether you're writing thank-you emails, managing volunteers, or brainstorming fundraising ideas, your nonprofit can benefit from an AI assistant that actually knows your mission. 

Nonprofit AI Use: The Highlights 

1. Get Clear on Your Goals 
   Before you dive into setup, know what you're solving for. Want to write better donor emails? Streamline volunteer comms? Automate FAQs? Clarity upfront makes everything smoother. 
2. Feed It the Right Info 
   Your GPT learns from what you give it. Upload samples you love; anything that reflects your tone and programs. This is how it learns to sound like you. 
3. Start with Prompt Templates 
   Give your GPT some direction! Write examples like: “Draft a warm thank-you to a new monthly donor that mentions their impact on our youth programs.” These templates are the building blocks. 
4. Test Early, Adjust Often 
   Don’t expect perfection right away. Run some test prompts, tweak wording, and refine your data. It’s a loop: test, tweak, repeat. 
5. Plan for Team Use 
   Set boundaries. Train your team on what AI can (and can’t) do. 

🎧 Listen to more episodes for actionable fundraising tips and insights on nonprofit leadership, nonprofit governance, productivity & tools, and donor engagement strategies that work. We're here to eliminate nonprofit burnout and boost your donations! 

✨ Key Quote:
 “It’s not about replacing people—it’s about making their work easier and faster.” 

Nonprofit AI Use: 3 Actionable Tips 

1. Pick One Use Case to Start 
   Don’t try to do everything at once. Focus on a high-impact area, like drafting a case for support, and build from there. 
2. Use Existing Materials 
   No need to start from scratch. Upload your current docs—scripts, handbooks, past emails. The more relevant info you include, the better the GPT performs. 
3. Involve Your Team Early 
   Let staff test it and share feedback. They’ll spot things you miss and feel more comfortable using it in real work. 

This episode is made for small nonprofits, fundraisers, and busy teams looking to get more done with less. Give it a listen, and if you’re curious about setting up your own custom GPT, you’re in the right place. 

Resources and Links 

• Connect with our host, Maria Rio 
• Watch this episode on YouTube 
• Support our show. We are fully self-funded! 
• Watch this episode on YouTube 
• Need help with your fundraising? 
• Liked this episode? Have an idea? Send us a text HERE :) 

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Ever tried to juggle visionary ideas, tight budgets, and a team that spans every learning style under the sun? In this episode of The Small Nonprofit, Maria sits down with management coach and EDI powerhouse Marisa Tran (they/them) to unpack what “people-first, consent-based leadership” really looks like when you’re running a small shop. 

Marisa is an autistic, gender-queer, Irish-Vietnamese settler with 15 years of experience helping organizations clean up their HR, embed equity, and grow managers into actual leaders. Their superpowers: workplace harm reduction, accessibility audits, and coaching folks who were promoted for being great at their job...but never shown how to lead. 

Managing People – The Highlights 

• Performance talks should be boringly routine 
  Make goals and feedback part of every weekly or bi-weekly check-in so “the big scary review” never sneaks up on anyone. 
• Consent in management 
  LONG before performance reviews, work with the staffer to create a work plan and a check in cadence. Autonomy = trust. 
• Recognition isn’t one-size-fits-all 
  Annual raises matter, but some staff love public shout-outs while others want quiet affirmation or extra learning budgets. Ask, don’t assume. 
• Leaders own the misses; teams own the wins 
  When targets slip, step up and shield your crew. When they soar, hand them the mic and the credit. 
• Diversity of thought strengthens strategy 
  Pair big-idea generators with detail-oriented implementers and professional problem-spotters. Different brains, stronger outcomes. 

3 Actionable Tips for Managing People: 

• Bake goals into your meeting agenda 
  Create a living doc or dashboard you revisit every check-in. Progress, blockers, next steps; nothing fancy, just visible. 
• Run a “How do you like to be celebrated?” survey 
  Five quick questions (think love-languages-at-work) will save you from that pizza-party flop and show staff you actually listen. 
• Track turnover like a KPI 
  Note tenure, role, and identities (where shared). Spikes in departures—especially among marginalized staff—are flashing red lights for culture repair. 

Resources and Links 

• Connect with our host, Maria Rio 
• Connect with our guest, Marisa Tran 
• Marisa’s website 
• Support our show. We are fully self-funded! 
• Watch this episode on YouTube 
• Need help with your fundraising? 
• Liked this episode? Have an idea? Send us a text HERE :) 

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Good Works estimates that a staggering $280 billion in estate wealth is expected to flow into Canadian charities. That’s not a number small nonprofits can afford to overlook. Planned giving doesn’t have to be exclusive, intimidating, or tax-code-heavy. In this episode, we dive into how small nonprofits can approach planned giving in a way that’s equitable, inclusive, and deeply aligned with community values. 

We’re joined by Chantelle Ohrling, a thought leader in both the planned giving and Community-Centric Fundraising spaces. She is the Planned Giving Officer at Ecojustice, is the Communications Chair for the Greater Vancouver Chapter of the Canadian Association of Gift Planners and contributes her voice to the Black Canadian Fundraisers Collective and Hogan’s Alley Society. Chantelle also holds a certification in Legacy Giving Psychology from the Institute for Sustainable Philanthropy and received the 2023 Birgit Smith Burton R.I.S.E. Award. Chantelle brings not just technical expertise, but a fierce commitment to justice, equity, and community-led philanthropy. 

Planned Giving and Community-Centric Fundraising – Episode Highlights 

1. Planned giving is not just for the ultra-wealthy. 
Many transformational legacy gifts come from long-time supporters who aren’t high-dollar donors. A $50-a-year donor who volunteers, reads the newsletter, and shows up for events? They might be your next million-dollar legacy gift. 

2. Racialized communities are generous and underserved. 
Research shows Black and racialized communities are among the most generous in Canada. The issue isn’t willingness: it’s access, representation, and trust. Planned giving strategies must meet these communities where they are. 

3. Planned giving can close the racial wealth gap. 
It’s not just a funding strategy, it’s also a justice strategy. Promoting estate planning in underserved communities supports financial literacy, generational wealth-building, and autonomy over where wealth flows after death. 

4. Values-led storytelling beats tax talk. 
Don’t lead with tax benefits. Lead with stories. Tell donors about people like them who’ve left a legacy that aligns with their values. Planned giving is emotional, not transactional. 

5. Don’t silo legacy giving into major gifts. 
Some of the largest bequests come from people who’ve never made a major gift in their lifetime. That’s why Chantelle doesn’t segment her messaging by giving levels—she hand-signs 700 newsletters if she has to. 

Resources and Links 

• Read more from Chantelle on the CCF Hub 
• Read Chantelle’s piece on The Philanthropist 
• Connect with our host, Maria Rio 
• Support our show. We are fully self-funded! 
• Watch this episode on YouTube 
• Need help with your fundraising? 

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Too many small nonprofits build their budgets on optimism alone, dreaming big without the strategy or infrastructure to back it up. This episode is all about why that’s a problem, and how to stop the cycle of setting fundraising goals that hurt more than they help. 

In this episode of The Small Nonprofit, Maria Rio and co-host Caitlin McBride get real about what it means to set realistic, strategic fundraising goals, and what happens when you don’t. From pressure-filled board expectations to outlier-year budgeting mistakes, they unpack the ripple effects of extremely optimistic thinking and offer grounded ways to move forward. 

Want to avoid budget burnout and build goals that actually serve your mission? This episode is your guide. Listen now and share it with your board.  

Realistic Fundraising Goals – The Highlights 

1. Unrealistic fundraising goals hurt everyone. 
When goals are set without evidence or planning, it’s frustrating and it’s harmful. Fundraisers feel like they're being set up to fail, and the community loses access to reliable services. 

2. Outlier years aren’t a the baseline. 
Got a huge planned gift or a surge of support during a major global event? Great. But don’t build your next budget assuming that lightning will strike twice. 

3. The board can’t just wish money into existence. 
When leadership insists on big numbers without offering support or resources, they undermine the very people doing the work. Fundraising isn’t magical, it’s methodical. 

4. Growth means more than dollars. 
A 40% increase in revenue equals a 40% increase in workload. If you’re not adding capacity, you’re adding stress. 

5. You need to track leading indicators.
Revenue is a lagging indicator. Things like donor meetings, emails sent, and stewardship actions are what create that revenue. Track what’s in your control. 

3 Actionable Tips for Setting Realistic Fundraising Goals: 

1. Use real data, not wishful thinking.
Look at historical trends, capacity, and the types of revenue you’ve secured. Don’t budget based on what you want to happen, budget based on what’s likely. 

2. Break down your revenue streams. 
Separate out grants, major gifts, recurring donors, etc. Goals should be specific to each stream, not one vague number slapped across the board. 

3. Consider organizational context. 
If your staff just turned over, your website crashed last Giving Tuesday, or inflation is affecting your donors, factor that in. Not every year is a growth year. 

• Resources and Links 
• Connect with our host, Maria Rio 
• Connect with our cohost, Caitlin McBride 
• Support our show. We are fully self-funded! 
• Watch this episode on YouTube 
• Need help with your fundraising? 
• Liked this episode? Have an idea? Send us a text HERE :) 

Support the show

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Street fundraising teaches you more than grit, it teaches you the psychology of yes. Maria shares how to use these powers for good. 

In this episode of The Small Nonprofit Podcast, Maria shares real-world insights from her time as a face-to-face fundraiser, where she learned the science and subtlety behind why people say yes. It’s about harnessing cognitive biases and psychology to ethically move people toward action.  

Whether you're fundraising in person, online, or in campaigns, this episode gives you the tools to make your ask more effective, and more human. 

🔑 5 Cognitive Biases Every Fundraiser Should Know 

• Body Language Speaks Louder Than Words: 93% of communication is non-verbal. That means posture, facial expressions, and tone matter far more than the words you choose. Maria breaks down tips like open posture, strategic eye contact, and the subtle power of mirroring to build trust instantly. 
• Harness the Halo Effect: First impressions matter—a lot. By dressing the part, speaking confidently, and using vocal inflection effectively, you set the stage for your ask before you even make it. 
• Six Cognitive Biases That Boost Fundraising: Maria explains how to ethically apply human impulses like the Jones Effect (social proof), Fear of Loss, Indifference, Urgency, Time Limits, and Self-Interest. Each bias comes with relatable nonprofit examples and campaign ideas you can use today.
• Confidence is Contagious: Whether it’s a superhero power pose or detaching from a donor’s response, exuding quiet confidence helps potential supporters feel safe and inspired to give.
• Use Donor Psychology in Design Too: Beyond the pitch, consider how cognitive biases show up in email design, campaign thermometers, peer-to-peer highlights, and donation forms. Every touchpoint is a chance to reinforce credibility and emotional urgency. 

🎧 Listen to more episodes for actionable fundraising tips and insights on nonprofit leadership, nonprofit governance, productivity & tools, and donor engagement strategies that work. We're here to eliminate nonprofit burnout and boost your donations! 

✅  3 Ways to Ethically Persuade with Impact 

• Practice Your Pitch in the Mirror: Use mirroring, tone variation, and body language practice to get comfortable with your ask. Confidence on the outside signals confidence in your mission. 
• Build in Social Proof Everywhere: Add real-time donor counts, testimonials, or "Ashley’s team just raised $5,000" shout-outs to your emails and donation pages. The Jones Effect drives results. 
• Create Time-Limited Offers: Run a 72-hour match campaign, feature exclusive merch, or tie donations to specific, urgent needs. People are more likely to act when the opportunity feels fleeting. 

Resources and Links 

• Connect with our host, Maria Rio 
• Decision Lab Cognitive Bias List 
• Support our show. We are fully self-funded! 
• Watch this episode on YouTube 
• Need help with your fundraising? 
• Liked this episode? Have an idea? Send us a text HERE :) 

Support the show