Encouragement to begin slower and better.
“The plans of the diligent lead to profit as surely as haste leads to poverty.”— Proverbs 21:5 (NIV)
January always tempts nonprofit leaders to rush headlong into planning.
We start writing new goals.
We add 10% to our previous year’s results to get new numbers.
We consider what fundraising campaigns and events might be added to the mix.
And often, we begin this planning without considering what donors are telling us.
But after 25 years in nonprofit leadership and fundraising, I’ve learned something slower and better: January is for listening.
“Know well the condition of your flocks, and give attention to your herds.”
— Proverbs 27:23
Before we plan, we pay attention.
A Lesson I Learned Early
When I first stepped into fundraising, I told the board the truth:
“I don’t know how to fundraise.”
The next year marked the organization’s 60th anniversary, and it mattered. We were all a bit desperate because we were behind in our budget by $50,000—for a small nonprofit with an annual $350,000 budget.
By God’s grace, I was mentored by a veteran Christian fundraiser who reframed everything for me. He said: “The best fundraisers are donor pastors.”
That single sentence changed my life.
Fundraising isn’t about pressure or persuasion. It’s about listening and recognizing how people talk when generosity is forming. It’s about coming alongside people as a pastor would—with openness, grace, joy, and other-focus—and inviting them into the fold.
With the guidance of my mentor, we were able to close our budget gap and celebrate a successful 60th anniversary.
I learned firsthand that when donors feel understood, generosity becomes joyful.
That philosophy shapes everything I teach about planning.
Questions That Shape the Year
Every January, before building a fundraising plan, I ask a specific set of engagement-related questions:
- Who gave most often last year?
- Who did not give at all?
- Who gave their largest gift?
- Who started monthly giving?
- Who gave only at the end of the year?
- Who volunteered, sent a note, or reached out personally?
These questions don’t measure generosity, they reveal relationship.
Donors are always communicating.
The question is whether or not we’re paying attention.
Where Did Connection Actually Happen?
Another question I return to every January: Where did connection happen last year?
Not where we hoped it would happen—but where it actually did. Was it through:
- One-on-one conversations?
- Events or open houses?
- Direct mail or emails?
- Digital stories or videos?
- Serving side by side?
Generosity almost always follows connection.
Small nonprofits don’t need more activity.
They need more focus on what’s already working.
Why This Matters
When leaders listen first:
- Fundraising becomes relational, not reactive
- Planning becomes clearer
- Donors feel seen, not managed
- Boards have better conversations
A fundraising plan should prayerfully respond to what we learn, not ignore it.
“Commit your work to the Lord, and your plans will be established.”
— Proverbs 16:3
A Quiet Invitation
We all know donors are people—not “assets” or numbers. But most of us will admit it’s easy to focus so fully on meeting goals and funding meaningful projects that we lose sight of how fundraising efforts can affect donors.
Donors are key partners in the missions we’ve been called to. In addition for praying for the Lord to raise up more faithful donors this year, let’s commit to stewarding well those God has already called or may be calling to give.
- Develop authentic relationship with them.
- Present giving options that impact causes and initiatives pressing on their hearts.
- Honor them not only as partners and friends of the ministry, but as brothers and sisters in Christ.
All this takes time. And requires that you listen. Closely. Prayerfully. Joyfully.
Final Word
If you’d like ideas on how to make the donor journey enjoyable—not transactional—I invite you to read a piece I wrote to that end: “Five Ways to Make Your Donors’ Philanthropic Journey Enjoyable.”
I’m confident that listening closely and making the journey more enjoyable for your donors will make your 2026 plans more effective, and a lot more enjoyable for you.