What makes a nonprofit worth giving to?

Is your Cause funding-worthy? Often, small nonprofits are unable to convince donors why they deserve funding. Some tend to assume others know about their Cause, so there's not much to say, and their presentations end up drab. With so many similar causes reaching out to the same pool of donors, here are six elements to present your Cause in a better way.

  1. Showcase Impact: A funding-worthy cause should have a clear and measurable impact on the community or issue it addresses. Funders who want to see tangible results from their investment and cause that can demonstrate a track record of success or a clear plan for achieving impact are the ones who receive funding.

  2. Drive Urgency: Causes that address urgent or pressing issues, such as humanitarian crises or environmental disasters, will be more likely to attract funding. Funders may be more motivated to give when there is a sense of urgency or immediate need.

  3. Highlight Innovation: Causes that take an innovative or novel approach to addressing a problem attract funding. Funders are interested in supporting new and creative ideas that have the potential to create positive change.

  4. Detail Collaboration: Demonstrating collaboration and partnerships with other organizations or stakeholders will be more attractive to funders. Funders will be more interested in supporting causes that can leverage partnerships to achieve greater impact.

  5. Prove Sustainability: Causes with plans for long-term sustainability and impact will be more attractive to funders. Funders want to support causes that can create lasting change and have a plan for continuing their work beyond a single funding cycle.

  6. Draw Alignment: Funders are more likely to support causes that align with their values and priorities. A clear connection to a funder's mission or focus area will be more attractive to the donor.

These are some of the most common asks from donors when giving to charities. Network for Good surveyed 3,000 donors and found the top seven reasons donors give to nonprofits. 

Hiring a Communications professional will make a big difference for small nonprofits and bring the necessary attention to donors, volunteers and partners.  

Why do nonprofits struggle to raise funds?

In every interview I've been to or conversations I've participated in, one common problem small nonprofits face is the challenge of fundraising. 


Surveys and reports time and time again reveal the same gaps when it comes to raising funds for small nonprofits. 


There are several reasons why nonprofits struggle to raise funds. Here is a list of seven reasons.

  1. Lack of awareness: Nonprofits may lack visibility offline and online in their community or among potential donors, making it difficult to attract funding. 

  2. Weak messaging: Nonprofits may not have a clear, compelling message that resonates with potential donors and sets them apart from other causes.

  3. Limited resources: Nonprofits may lack the resources or people to effectively manage a fundraising campaign or to develop and implement a comprehensive fundraising strategy.

  4. Donor fatigue: Donors can become fatigued from being asked to contribute to many different causes, making it difficult for nonprofits to attract new donors and retain existing ones.

  5. Economic conditions: Economic conditions can impact the amount of money donors are willing or able to give to charitable causes.

  6. Inadequate fundraising strategy: Nonprofits may not have a well-developed fundraising strategy that includes multiple fundraising channels and tactics, which can limit their ability to raise funds effectively.

  7. Overreliance on a few donors: Nonprofits that rely heavily on a few large donors may struggle if those donors reduce or stop their contributions.


Apart from the above, reputation-related concerns often lead to a lack of funding.

  1. Scandals and Misconduct: News of scandals, misconduct, or controversies involving a nonprofit's leadership or operations can damage the organization's reputation and reduce trust.

  2. Ineffectiveness or Mismanagement: If perceived as poorly managed, donors may be less likely to give or continue their support to nonprofits.

  3. Financial Mismanagement: Financial mismanagement, using funds for non-mission-related purposes, can erode donor trust and reduce support.

  4. Lack of Transparency: If a nonprofit is secretive or not transparent about its operations, funding sources, or impact, donors may be hesitant to support the organization.

  5. Mission Drift: If a nonprofit deviates from its stated mission or begins to focus on activities not aligned with its core purpose, donors may question the organization's effectiveness and may be less likely to give.

  6. Perception of High Overhead Costs: If a nonprofit has high overhead costs or spends "too much" on administrative expenses, donors may be less likely to give or may give smaller amounts.

  7. Lack of Accountability: Donors want to see measurable results from their donations. When a nonprofit fails to demonstrate the impact of its programs and services, the donors will be less likely to give or continue their support.


Social Media has opened up a world of opportunities for small nonprofits to explore fundraising and community mobilising. Fears of using digital technologies and lack of knowledge have led to numerous small nonprofits doing good work getting unnoticed.

Funding is critical for any organisation. Educating staff and volunteers on social media can go a long way in raising funds and amplifying outreach in the digital age.

3 Ways To Keep Your Donors Involved

Keeping Donors happy isn’t as hard as you think.


Thanks to generous donors, nonprofits can sustain the fine work they do. These are donors who believe in the power of social impact. To those who donate, nonprofits have a responsibility.


Currently, funds diverted to address the pandemic make it difficult for small nonprofits to sustain themselves.


I want to share three ways you can keep your donors involved;

  1. Tell the world how your nonprofit is effecting change.

  2. Educate your donors, and provide a context of the work you do.

  3. Present your work in the best way possible.

Why is Showcasing Impact necessary?

Showcasing impact involves the transformation in the lives of your beneficiaries.
How does showcasing impact help the donor?

  1. They feel involved as part of the change-making experience.

  2. Donors feel assured that they have invested in the right nonprofit.

  3. It delights them to see their investment bear fruit. The donor feels rewarded.

  4. Encourages them to tell stories via word of mouth or (digital word-of-mouth) social media.

  5. They receive clarity on how funds are being utilized and turn into advocates for your Cause.

Educate to keep your donors involved


Education is about taking your donor into your state-of-the-heart sanctum sanctorum – your mission, employees, volunteers, donors, and partners.

How to educate your donors? How does educating your Donor help?

  1. Add value by providing credible insights, encouraging them to think, and helping with decision-making. Credible insights on the Cause help them to ideate with you.

  2. Keep them informed on the latest milestones achieved, trends, and future challenges. Everyone wants to stay up-to-date.

  3. Educating donors online draws equal attention from remote or local donors.

  4. The more they learn, they will continue to stick with your Cause. It keeps the donors excited for future investments.

  5. Educating donors makes them feel closer to the Cause rather than feeling alienated. Out of sight can get quickly Out of mind in the digital world.

Presentation matters

Presentation is about representing yourself (organization) in the best way possible. Be it public engagements, websites, social media platforms, or internal presentations.

Why does Presentation matter to donors?

  1. Consistency in your messaging. Consistency across traditional and new media reveals the nonprofit’s purpose-driven approach. It helps them to keep up with the flow of information.

  2. Deliver clarity with short and necessary information. Be minimal in your textual communication to avoid message overload.

  3. Ensure communication of credible partnerships. It enhances brand value.

  4. Post content for donors of all kinds to share online. Who does not like promoting good work online?

  5. Maintaining colors and fonts help with top-of-mind recall. Do not forget we live in a cluttered digital world.

Consider these best practices for your nonprofit to keep your donors involved. Check out this interview with Claire, a fundraising coach, on Amy Eisenstein’s blog. She elaborates on helping the donor feel good about their donation.