How To Pitch A Fundraising Idea

6 insights from 18 months (and hundreds) of donor conversations + and what they mean for your 2026 fundraising plans 👇🏽 In our November Fundraising Innovation leaders Breakfast Club our fabulous qual researcher Rachael Millar shared 6 key insights all fundraisers should be thinking about going into 2026 plans. 1. Negative News Fatigue People are turning away from bad news - wars, climate crisis, economic instability - because it feels overwhelming. Many feel powerless or “numbed” by negativity. Opportunity: Focus on hope, progress, and solutions over problems. Localise stories - show small, tangible actions that make an impact. Give supporters agency and control See Hope not Hate mobilisation over the last 2 months against the far-right flag movement for evidence of this. 2. Trust & The “Single Source of Truth” People struggle to know who or what to trust. Conflicting information is everywhere - TV and radio are losing credibility. Opportunity: Charities are more trusted than the government — leverage this. Curate and simplify information for your audience. Offer actionable steps and expert guidance to build trust. Position your charity as the go-to source for reliable insight in your field. Every charity should increase its TikTok & YT output. Countering misinformation should be an organisational objective. 3. Digital Fatigue & Offline Connection Audiences (especially under 50) are questioning screen-heavy lifestyles and craving offline experiences. Reducing screen time has measurable benefits for well-being. Opportunity: Offer offline or hybrid activities connecting people IRL. Tap into nostalgia (e.g., pre-digital hobbies, traditional games, events) Promote wellbeing through community and experience, not just messaging 4. Community & Connection People crave belonging and shared purpose — “finding my people.” Community works across all fundraising areas, not just events. Opportunity: Build community elements into supporter journeys (e.g. peer groups, shared challenges). Encourage participation and collaboration rather than solo giving. Highlight kindness, togetherness, and shared values. Charities need to curate their own fandoms - there is a huge opportunity to double down in this area. 5.  Escapism & Joy Escapism is a major emotional driver - people want “holiday feelings,” daydreams, and light relief. Opportunity: Design experiences that feel immersive, fun, or transportive. Lotteries and competitions tap into “imaginative optimism.” Use joyful storytelling to offset fatigue and re-engage audiences. 6. Boldness Builds Trust Supporters respect authenticity and bravery. The RNLI’s success defending its migrant rescue work shows standing firm on values increases support. Opportunity: Be clear about what your organisation stands for. Don’t shy away from controversy when aligned with your mission. If you want the full write-up, just shout - we’re digging into these themes across all our 2026 product development work.

I blew 20 VC meetings before I realized I didn’t need a perfect pitch; I needed to show investors how I'd make them money. Here’s how I did it by focusing on milestones 👇🏾 REGULAR PITCH: I thought my pitch was smooth: "Our product is in market and we’ve gotten 7 customers and $100K in ARR. We’re raising $750K to hire engineers to move off of no-code" Sounds solid, right? Nope. 20 meetings and 0 checks in, I realized I was making a big mistake. I was telling investors how I'd use their money, not how they'd make money. MILESTONE-FOCUSED PITCH: Once I understood venture math, everything changed. My new pitch: "We're at $100K ARR with seven customers, and our product is a no-code MVP. With $750K, we'll grow to $1M ARR in 15 months - which will allow us to raise our seed round at 2-3x our current valuation." WHY THIS WORKS: Pre-seed investors aren’t investing in today’s version of your company. They’re investing in what your company can become. They need to believe that in 12-18 months, you can raise another round at a 2-3x valuation. That means if you’re raising at a $6M valuation today, your job is to convince investors that you’ll be able to raise at (at least) a $12M valuation down the road. Why do you have to double your valuation? Because VCs need to show their LPs (limited partners; the people who give them money to invest) that they're picking good companies. Happy LPs = more money for the next fund. TAKEAWAY: When fundraising, your job as a founder isn't to show investors your great company. Your only job is to convince them you'll hit the milestones to raise your next round at a higher valuation. The other parts of your pitch (team, product, GTM, etc.) are just there to support the story. What’s your biggest challenge with fundraising? Drop a comment and I’ll try to help! Save and repost this to help a first-time founder 🤝🏾

Donors don’t remember what you asked for. They remember how you made them feel. No donor remembers your budget line. They remember the moment they felt seen. Last year, I worked with a mid-sized charity struggling with donor retention. Their appeals were beautiful — but donors weren’t coming back. When we looked closer, it wasn’t the messaging that was broken. It was the feeling. Or more accurately, the lack of feeling. Every email spoke at their donors. None spoke to them. So we rewrote their follow-ups. We started with: “You made this possible.” We ended with: “How did this story make you feel?” Within six months, repeat giving rose by 38%. Fundraising isn’t persuasion!!! It’s connection!!! Donors don’t remember the amount you asked for — they remember the moment you helped them feel part of something bigger than themselves. Before you send your next appeal, pause and ask: → “Where’s the feeling in this message?” → “Would I be moved to respond?” If the answer is no, start again. This is the philosophy that drives all my work: Fundraising is meaning, not money. AI, data, and strategy matter — but they should amplify empathy, not replace it. If you’re rethinking your donor strategy for 2026, start with how you make people feel. That’s where loyalty — and legacy — begin

Not all investors are created equal. And yet, most founders pitch to angels, VCs, and corporates as if they were the same. They aren’t. Here’s what you need to know: 1/ Angels Angels back people and belief. They have the freedom to make fast, personal decisions. They’re more often swayed by their conviction in you, their view of the industry, and, importantly, by who else is investing alongside them. Build trust, show your passion, and highlight credible co-investors. 2/ VCs VCs follow their thesis. Your business must align with the story of their fund. It might be sector-specific (e.g. fintech), stage-specific, model-specific (e.g. SaaS), geography-specific (e.g. based in or must expand into the US), or all of the above. Even if a partner loves you, the investment committee will scrutinise whether you fit their mandate. Fail that test, and charisma and merits are unlikely to change the outcome. 3/ Corporates Corporates back strategy. They want alignment with their long-term goals. Your pitch needs to prove how your product or technology makes their business stronger - whether through efficiency, cleaner processes, new markets, or competitive advantage. If you can’t connect your solution to their strategic roadmap, you won’t move the needle. The common mistake we see founders make is using the same pitch deck for all three. The smarter approach is to tailor your narrative so each audience builds conviction in their own way. Those who adapt not only raise faster but also build better long-term relationships with their investors. #Fundraising #Startups #AngelInvestors #VentureCapital #CorporateInvestment #FounderAdvice #ShipshapeVC

Here’s the harsh reality: Countless founders walk into investor meetings unprepared, delivering pitches that miss the mark entirely. If you want to actually land that funding, avoid these common mistakes and focus on these 7 strategies: 1. Start with a killer elevator pitch → Kick things off with a sharp summary. Clearly explain the problem you're solving, your solution, and what makes it stand out. This sets the tone for the rest of your pitch. 2. Know your investor → Tailor your pitch based on who you're talking to - whether it’s a venture capitalist or an angel investor. Do a bit of homework on their past investments and what they care about. 3. Show real numbers → Investors aren’t interested in just your vision—they want data. Provide financial projections and market analysis to back up your claims. It shows you’re serious and prepared. 4. Be specific about your funding needs → Don’t just say you need money. Be clear about how much you need and exactly what you’ll use it for. Outline your budget and how the investment will help you. 5. Highlight market potential → Don’t be shy about showcasing the size and growth potential of your market. Be ambitious but grounded, and support your claims with solid data. 6. Address risks head-on → Acknowledge potential risks and talk about how you plan to handle them. This shows you’re aware of the challenges and have strategies in place to manage them. 7. Include a demo if possible → If you have a prototype or MVP, show it. A live demo can make your pitch more engaging and help investors see your vision in action. Refine your pitch and make it count. Use these tips to turn your next investor meeting into a success.

If you’re raising money, Don’t start with the pitch deck. Start with the relationship. Fundraising isn’t just about convincing someone to write a cheque. It’s about building trust with people who believe in the journey. Great founders don’t chase quick cash they invest time in finding the right fit. Here are 7 Fundraising Lessons I Learned the Hard Way: 1️⃣ No Signal, No Interest ❌ Raising on an idea alone rarely works ✔️ Show traction, even small wins go a long way 2️⃣ The ‘Perfect Deck’ Trap ❌ Spending weeks tweaking fonts and slides ✔️ Investors buy into the story, not the style 3️⃣ The Spray-and-Pray Approach ❌ Sending cold emails to every investor you can find ✔️ Warm intros and thoughtful convos convert better 4️⃣ Overpromising the Future ❌ Hyping up unrealistic projections to impress ✔️ Be ambitious, but grounded, it builds credibility 5️⃣ Forgetting the Fit ❌ Accepting money from anyone willing ✔️ Align on values, expertise, and how they can add value 6️⃣ Talking, Not Listening ❌ Pitching non-stop without asking questions ✔️ Learn what they care about and speak to that 7️⃣ Asking for Money Too Soon ❌ Leading with "we’re raising" before earning trust ✔️ Start with advice, share your vision, and let interest build naturally Fundraising is a full-time job. But it doesn’t have to feel like selling your soul. Keep it honest. Keep it human. You’re not just raising money. You’re building a team of believers. What’s one fundraising lesson you wish you knew earlier?

We added a button to a nonprofit's email that wasn’t a donation button, and it started driving donations anyway. Here’s how… Most nonprofit email strategies are built around one call to action: “Donate” Which makes sense. That's one of the goals in nonprofit digital marketing. But here's what we've found working with nonprofits: when every touchpoint is an ask, donors start to tune out. Not because they don't care, but because the relationship starts to feel transactional. So we ran an experiment. For a faith-based international nonprofit, we added a simple button to their email: "I Prayed." Not a donate button. Not a "give today" button. Just an invitation to participate in the mission in the most natural way possible for their audience…prayer. When someone clicked it, they landed on a page that shared a story from the field and thanked them for praying. There was a donation option on that page — but it wasn't the main call-to-action. The main goal was going deeper with the person. Here's what happened over time: people started donating from that landing page. Not because we asked them to. But because the relationship we'd built through consistent, non-transactional touchpoints had earned the right to ask for a gift, and they were inspired to give. This is what relationship-first fundraising looks like in practice. The call to action doesn't always have to be a donation. For faith-based orgs, it might be "I prayed." For others it might be "read a story," "share with a friend," or "send a note of encouragement." But also don’t do it in a manipulative way. People can sniff that out. Do it in an authentic way that is genuinely interested in building relationships. These aren't consolation prizes for people who don't give. They're relationship builders that create raving fans (as Jon McCoy and Becky Endicott put it). What non-donation call to action does your nonprofit use, or could you start using, to go deeper with your audience?

Most fundraising appeals sound like requests. The best ones sound like 𝘳𝘦𝘮𝘪𝘯𝘥𝘦𝘳𝘴. Not “please give.” But “this is who you are.” Here’s the difference: 𝗔 𝗿𝗲𝗾𝘂𝗲𝘀𝘁 𝘀𝗮𝘆𝘀: We need your help. 𝗔 𝗿𝗲𝗺𝗶𝗻𝗱𝗲𝗿 𝘀𝗮𝘆𝘀: You’ve already made a difference—let’s keep going. Donors don’t need more urgency. They need more 𝘮𝘦𝘢𝘯𝘪𝘯𝘨. They want to feel like their gift fits into a bigger story. That they’re not just responding to need— They’re living out their values. So write your next appeal like this: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘄𝗵𝗼 𝘁𝗵𝗲𝘆 𝗮𝗿𝗲 “You’ve always shown up when it mattered most.” 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘁𝗵𝗲 𝗺𝗼𝗺𝗲𝗻𝘁 𝘁𝗼 𝘁𝗵𝗲𝗶𝗿 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆 “Right now, another child needs someone like you.” 𝗠𝗮𝗸𝗲 𝘁𝗵𝗲 𝗮𝘀𝗸 𝗳𝗲𝗲𝗹 𝗹𝗶𝗸𝗲 𝗮 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗮𝘁𝗶𝗼𝗻, 𝗻𝗼𝘁 𝗮 𝗱𝗶𝘀𝗿𝘂𝗽𝘁𝗶𝗼𝗻 “This is the next chapter in the story you’ve already started writing.” Great fundraising isn’t about pressure. It’s about 𝘢𝘭𝘪𝘨𝘯𝘮𝘦𝘯𝘵. Remind donors who they are— And they’ll keep proving you right. What’s the last line in an appeal that made 𝘺𝘰𝘶 want to give?

In great fundraising, the donor is the heart and hero of our story. They aren't just supporters; they're the driving force. Here's how we can elevate their role: > Craft your mailings to reflect the donor's impact. When they see the tangible difference they make, they become deeply invested narrators of the cause. > Equip donors with stories that highlight their role. Their connection deepens when they recognize how vital they are to the mission. > Consider launching a 'share your story' campaign. Let donors tell their unique tales of support and the change they've witnessed. > Keep donors informed. Show them the direct results of their contributions and how they're leading the change. > A genuine 'thank you' can do wonders. Celebrate their heroism, acknowledging that every step forward is due to their generosity. In direct mail, it's our privilege to tell stories. But remember, it's the donor who always plays the lead role. How do you make your donors the heroes in your narratives?

High-net-worth donors are acting more like venture capitalists. Not in the sense of writing checks for the next unicorn but in how they evaluate nonprofits: The shift: A 2023 Bank of America study found that 85% of high-net-worth donors now “expect measurable results” from their giving, compared to just 47% a decade ago. Another Bridgespan survey showed that nearly 70% of major philanthropists look for scalable models and evidence of impact before committing funds, almost identical to the screening criteria VCs use with startups. In other words: your nonprofit is being “pitched” just like a startup. What this means for you: Donors are no longer satisfied with: • “We served X families this year.” They’re asking: • “What’s the cost per outcome? How do you scale? Who’s on your leadership team? What’s your theory of change?” These are due diligence questions straight out of a VC’s playbook. The playbook shift for nonprofits: 1. Metrics over anecdotes → Replace “heartwarming story only” with “story + unit economics of impact.” 2. Growth narrative → Share not just what you did last year, but your roadmap for 3–5 years. Think in terms of market expansion (communities served), not just annual fundraising goals. 3. Board = Advisors → Highlight how your board members function like startup advisors, unlocking networks, capital, and credibility. 4. Risk transparency → Just like startups disclose risks in their decks, nonprofits that are candid about challenges gain trust with major donors. Why this works: Data shows that storytelling + data posts on LinkedIn outperform by 27% in engagement compared to generic updates . The same applies in fundraising. Pair the emotional “why” with hard “how” metrics, and you’ll unlock six- and seven-figure checks. With purpose and impact, Mario