Don’t Let The Dollars Fool You
This is post #6 of The Clear-Eyed Series: An Exit Strategy from Confusion
If you’re new here, you can start with the first post: “What Counts as a Good Week in Major Gift Fundraising?”
Over several weeks we’re taking a clear-eyed look at the work itself - a steady way of orienting ourselves when anxiety creeps in.
And if you’ve been around for a while, consider this your weekly invitation to slow down, take stock, and remember what the work really is.
A medium-sized nonprofit I support has two major gift officers and an Executive Director.
They care deeply about the mission.
They work hard.
They pray.
They network.
They meet with people consistently.
On paper, it all looks right.
And yet, halfway through the fiscal year, revenue was lagging.
The ED called me and wondered out loud, “Are my major gift people doing what they’re supposed to be doing?”
Around the same time, the gift officers asked me their own version of the same question, “Are we missing something?”
No one said it bluntly in staff meetings. But it hung in the air. There was a subtle tightening when financial reports came out. An acerbic shift in tone. Conversations that used to feel steady began to feel urgent.
After thirty years of watching this dynamic play out, I’ve learned something important. We have to stay focused on the disciplined activity that is actually within our control and that reliably produces results over time.
When that clarity is missing, there is only one scoreboard left: dollars raised. And when cash in the door becomes the sole definition of health, anxiety just doesn’t visit.
It takes over.
Measure What You Can Control
When I’m leading a team, I try to keep it simple.
Not simplistic.
Simple.
I want us measuring three things:
* Retention activity
* Pipeline activity
* Dollars raised and planned asks
That’s it.
Retention activity is disciplined reach-outs to active major givers - and to those whose engagement has lapsed. The people who already raised their hand at least once.
Pipeline activity is disciplined reach-outs to qualified prospective major givers. Part of this work included connectors - the trusted friends and champions who open doors we cannot open alone.
A reachout counts if it’s real.
An attempt to call.
A thoughtful email.
A personal text.
Any other scheduled connection.
Not busywork. Not internal meetings. Not “thinking about calling.” An actual attempt to connect. Simple. Clear. Trackable.
For a full-time major gift officer, that typically means 750 to 800 reach-outs a year. Roughly sixty percent focused on retention. Thirty percent on pipeline. Ten percent on connectors.
Three reach-outs a day.
It sounds modest, but in practice, it changes everything.
Within weeks, calendars begin to fill. Follow-ups stack. Introductions surface. Conversations multiply. Momentum builds quietly at first - almost invisibly - and then becomes unmistakable.
This structure encodes a simple belief:
The right kind of activity, done consistently and thoughtfully, produces durable results. It is disciplined movement as opposed to frantic effort under duress and pressure.
And over time, disciplined movement wins.
Incentivize A Healthy Development Effort
If you want a healthy development program, you have to reward health - not just cash.
In this structure, incentives are team-based. And they are tied to all three measures: retention activity, pipeline activity, and dollars raised. If the team hits their retention goals, their pipeline goals, and their dollar goals - they receive the full incentive.
But If dollars are strong while retention and pipeline activity are weak? No incentive.
I understand that can feel counterintuitive at first. You mean we hit our number and that’s not enough?
I’ve had Executive Directors say to me, “If someone funds our budget in February, we’re good. We’ve hit our goal.”
Here’s my response: You may have the money. But you have not built a development effort that is resilient into the future. A single large gift can close a budget gap. It cannot build a healthy fundraising system.
Retention activity keeps you present in the lives and stories of your givers. It deepens trust. It reinforces impact. It reminds them - and you - why this work matters.
Pipeline activity ensures that new, qualified givers are steadily entering the system. It protects tomorrow. It keeps the river flowing.
Together, these are signs of something far more important than a good month or even a good year. They are indicators that next year is already forming - even before this year is finished.
It’s important to remember that major gift fundraising is layered work. It unfolds in seasons.
A qualified, interested new contact rarely moves from first conversation to major gift decision overnight. It may take 12 to 24 months. About 25 percent may decide within six months, another 25 percent within a year. And the remaining 50 percent sometime in the second year.
Healthy revenue is the visible curve of disciplined activity over time.
What you choose to measure will shape the culture of your team. If dollars are the only thing that count, anxiety will subtly set the tone. But if retention and pipeline activity are measured, celebrated, and reinforced, something steadier takes root.
Alright friends, do your work this week with confidence - I’m praying you enjoy it and experience immense favor!
Say it with me:
Reach out to three people today.
* * * * * * * * * *
As many of you know, I am now working fulltime to rally resources and attention to the work of Sinapis.
Sinapis equips entrepreneurs in frontier markets to build redemptive businesses that create jobs, restore dignity, and transform communities. I get a front row seat to watch leaders in Africa and other emerging markets build companies with courage, excellence, and deep faith. It’s humbling work. And I’m all in.
Because of that, I’m taking on fewer paid coaching and consulting engagements than in previous years.
But here’s what hasn’t changed. I still care deeply about major gift fundraisers. I still believe this work is sacred. And I still want to give generously of my time and tools. Especially to leaders in the global south and those serving in frontier markets.
If that sounds like you, I encourage you to take full advantage of what’s freely available. Here's where you can access a lot of content for free:
* Major Gift Fundraising MRI Scan - A story-based self-assessment to help you name your instincts, clarify your posture, and grow with intention. Takes about 20 minutes and provides a customized coaching summary.
* JappaFry Writer - A freely available AI writing partner built from 30 years of my teaching, frameworks, stories, and strategy in major gift fundraising.
* Follow me on LinkedIn - You'll get short pro-tips and reflections on major gift fundraising every day between 5-7am pacific.
* Breakthru Blog - Weekly reflections and practical guidance for those navigating the fundamentals, sacredness, and fun of major gift work.
* Breakthru Podcast - Audio readings of the blog and interviews with high-capacity givers and reflections to help you strengthen your messaging, systems, and storytelling.
If you’re serving in a frontier market or the global south and want to connect, please reply to this email. I am especially eager to encourage leaders building sustainable fundraising systems in emerging contexts.
If you’re interested in paid coaching, I still offer a limited number of sessions each month. You can find details on my website or reach out to Ivana Salloum for scheduling support.
Thank you for the work you do. I look forward to hearing about the good things unfolding in your world!
