Worcester Business Journal

wbjournal.com | November 16, 2026 | Worcester Business Journal 25 BY SAMANTHA MCDONALD, THERESA LEE, LYNN SWAIN AND JULIET FEIBEL Special to WBJ N onprofit fundraising presents persistent challenges, especially in today's uncertain economic landscape. Still, we have found basic princi- ples that almost never fail to attract and retain major donors, including building personal relationships and finding unique ways to strengthen those connections in today's increas- ingly digital era. As the critical year-end fundraising push approaches, here are five key strategies to keep in mind. 1. Prioritize personal relationships It's people who make every non- profit's mission possible. at's why building personal relationships with current and prospective donors is essential. Donors won't support your cause unless they understand who you are and what you do. At the same time, nonprofit leaders can't understand what motivates donors to give without foster- ing a personal, face-to-face connection. Having a cup of coffee with a potential or current donor solidifies a mutually beneficial relationship – the donor is part of a mission they feel aligned with and the nonprofit continues to be finan- cially supported. is kind of relation- ship can't be replicated digitally. AI and other digital tools can help bolster these personal relationships. For example, phone calls, emails and social media campaigns are tools that have historically been useful in aiding donor communication and fundrais- ing efforts. Today, AI can support these human relationships by ana- lyzing data to focus on donors who are engaged and have the capacity to support the organization. Some nonprofits have adopted a virtual engagement officer (VEO) to communicate with donors on- line about upcoming events, answer questions or send information of interest to the donor. Ultimately, AI is a tool that must be used under human supervision for donor engagement. Human staff members are integral to building donor relationships, while digital tools can serve as an assistant. 2. Maintaining donor relationships requires strong internal structure and staffing A solid internal foundation and staff structure directly support donor relationships. is starts with a strong team of staff members who keep things on track. For donors, that means keeping donor databases or- ganized and accurate. is will track donor giving patterns, volunteerism and information about their involve- ment with the organization. Having this foundation allows nonprofits to ultimately reach higher levels of wide-scale fundraising because they understand who their donors and volunteers are. Keeping accurate records also en- sures donations are handled appro- priately, such as having signed gi agreements in place for large dona- tions and a system to thank donors in a timely manner to demonstrate the gi's impact, as well as steward the gi and the relationship. It's also important to track your return on investment. For instance, for mail, email and social media cam- paigns, evaluate the best ways to reach specific donors. is will ultimately save you time and money. Evaluating these communication methods also helps you pinpoint which methods best share your mission clearly and con- sistently with different donor groups. Within each communication, consider telling a results-driven story that sup- ports the need for increased support. 3. Apply the right donor engagement tactics Behind every business, foundation, or government entity are people. Develop- ing personalized ways to connect with them matters. is can be as simple as a thank-you phone call, a handwritten note or sending branded swag. On a deeper level, you need to connect these donors with not only your organization's cause but also with others in your organization's communi- ty. For example, inviting donors to see a program in action, when appropriate, allows them to see how the work is done and the real-life impact of their support. 4. Weathering economic uncertainty Today's economic landscape is an inevitable challenge for fundraising. With fewer federal funds, competi- tion for gis from foundations and individual donors has increased. At the same time, rising inflation makes it more challenging for small-dollar donors to give. To manage an unstable financial outlook, it's crucial to reach out to donors on occasions unrelated to their gi, your requests, or a campaign, so they know you think of them as a person, not just a checkbook. We saw examples of this in action during other historical times of eco- nomic hardship, like during the 2008-09 stock market crash and the COVID-19 pandemic. When we couldn't connect in person during the pandemic, Zoom calls replaced the face-to-face meetings. What began as a way to connect and check in on those who support the or- ganization evolved into mutual care for one another, including donors asking, "How can I help?" 5. Give attention to people who aren't donors While nonprofits want to foster and maintain strong relationships with current and prospective donors, it's equally important to give attention to people who may feel aligned with your organization but aren't in the position to donate. e more people you can connect with who resonate with your mission, the stronger support system your organization will have, whether that's financially, through volunteer efforts, or through a simple connection that one day could turn into more. In the end, the connections we build with people -- using all the new and old tools we have -- are what make our organizations thrive. Strong relationships are necessary for a strong staff and a strong organization with a healthy future. Five things to know about nonprofit fundraising and donor engagement Samantha McDonald KNOW HOW Theresa Lee Lynn Swain Juliet Feibel W Samantha P. McDonald is a partner at the Boston law firm Bowditch & Dewey, specializing in real estate and business law. eresa Lee is the chief development officer at New England Botanic Garden. Lynn Swain is the vice president for advancement at the American Antiquarian Society. Juliet Feibel is the executive director of ArtsWorcester.

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