Let’s talk about your pitch. Fundraisers spend a lot of time obsessing over it—tweaking every word, rehearsing until it’s “just right,” polishing their delivery like it’s a TED Talk.
But here’s the truth:
Your pitch isn’t about you. It’s about the donor.
And your goal? It’s not to impress. It’s not even to be understood.
Your goal is to understand.
In a great donor meeting, you’re talking 25% of the time—max.
That means every word matters. It takes real discipline to say less, but say it better. Most fundraisers struggle with that.
And yes, there’s a rhythm to this work. A courtship. You don’t propose on the first date. But if you’ve listened well, asked good questions, and earned their trust, the moment will come. I remember sitting across from a donor, mid-conversation, when he paused and asked me: “So… you want to make your pitch now, or later?” I didn’t hesitate. Because when that moment comes—when it’s time to invite someone to make a bold gift—you don’t want to fumble it.You want to be clear. Concise. Compelling.
Whether your pitch is seven minutes or seventeen, here are 13 things to keep in mind every time you talk about your organization—especially when it’s time to ask.
1. Forget Tax Write-Offs
Don’t lead with tax benefits. Every nonprofit offers that. Your donor can get a deduction anywhere. What they want from you is impact. What story are you telling? How are you changing lives? Focus on that.
2. Donors Give to Big Ideas, Not Big Needs
Major donors aren’t trying to rescue a sinking ship. They give to solutions. To vision. Don’t sell your organization’s “need.” Sell the opportunity. Like billionaire philanthropist Alex Spanos once said:
“I never give because I think there’s a need… I give because it’s a program I’m interested in and I think I can make a real difference.”
3. Brochures Belong in the Trash (Kind Of)
Your fancy brochure? It’s fine to leave behind. But in the meeting? Keep it in your bag. The most persuasive tool in your pitch is you. Your passion. Your authenticity. Your story.
4. Be Transparent About Your Intentions
If you’re not planning to ask for a gift at a meeting, say so. Otherwise, your donor will spend the whole time wondering when the ask is coming. Relieve that pressure so you can build trust:
“I’m not asking for a gift today. That will come later. Today, I just want to share our vision.”
5. Mission First
It’s all about the mission. Everything else—your programs, your projects—is just the “how.” Your job is to turn your mission into the donor’s mission. Shared mission is where the magic happens.
6. Show How You Make a Unique Difference
Donors want to know how their gift will move the needle. Why you? Why now? Describe how your approach makes a tangible difference in ways others can’t.
7. Big Gifts Are Emotional
Sure, you’ll make a rational case for support. But if you want an audacious gift, you’ve got to speak to the heart. Audacious giving is a visceral act. That’s where the deep motivation lives.
8. You Need to Feel It Too
If your heart’s not in it, your donor will know. Legendary philanthropist Malin Burnham said:
“When someone calls on me, I can tell if there’s a passion for the organization. I can actually feel it.”
Bring your passion with you. Wear it on your sleeve.
9. Meet with Both Partners
Giving is usually a joint decision. If one spouse isn’t in the room, you’re missing half the conversation—and probably all the objections. Be flexible. Schedule accordingly. Make it a priority.
10. Make the Case Bigger Than Your Organization
Your organization isn’t the hero. Your donor isn’t giving to your organization—they’re giving to a vision for your community, your country, your world.
As Jerry Panas said:
“Sell the dream, not the project. And tell them how lives will be changed.”
11. Create Urgency
Why now? What difference does today make? Scarcity and timing are real drivers of action. Make sure the donor knows what’s at stake.
12. Recognition Matters (Even When It Doesn’t)
Even donors who say they don’t want recognition often care more than they let on. Some want their name on a wall. Others just want a handwritten note. Some are clear that they want no public recognition, and that is also equally important. Either way: Talk about it.
13. Keep the Spotlight on the Donor
This is not about you. This is about them. Their legacy. Their values. Their desire to make a difference. Your job is to hold up the mirror and show them the best version of themselves—someone who changes lives through their giving.
You don’t have to be perfect to make a great pitch. You just need to be prepared, authentic, and passionate. When you lead with understanding—not performance—you’ll be amazed at what unfolds.
Now go. Make your pitch. Change the world.
Click here to download a printable PDF of all “13 Things to Keep in Mind When Making Your Pitch”:
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