737: How to Fundraise for Leaders Who Never Wanted to Fundraise, with Alice Ferris

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Jun 9, 2025

Alice Ferris, Founding Partner of GoalBusters, brings over 30 years of fundraising experience to the conversation. She discusses the unexpected role of fundraising in leadership, debunking the myth that it’s just about asking for money. Alice emphasizes the importance of relationship-building and transparent communication with donors, especially during challenging times. She also shares strategies for setting effective fundraising goals and the necessity of personal connections in successful fundraising efforts.

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INSIGHT

Fundraising Is All About Relationships

Fundraising success depends mostly on relationship development, not just the ask.
The process involves identifying prospects, cultivating interest, making the right ask, and stewardship.

ADVICE

Set Tiered Fundraising Goals

Set fundraising goals in tiers: must-do, maintain current state, and aspirational growth.
This tiered approach prevents demoralization and supports sustained success.

ADVICE

Invest in Fundraising Staff

Avoid adding programs without investing in fundraising staff.
Investing properly in fundraising people is critical for nonprofit sustainability.

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Alice Ferris: GoalBusters

Alice Ferris is the Founding Partner of GoalBusters, a firm working to help small and mighty fundraising teams achieve big impact by planning practical strategies, teaching essential fundraising skills, and doing the hands-on work to turn vision into reality. She has more than 30 years of professional fundraising experience, specializing in strategic and development planning, campaign readiness and development program assessments, board and organizational training, executive leadership coaching, individual giving, and grant proposal evaluation. She’s also a graduate of the Coaching for Leaders Academy.

Fundraising is not a word that sparks joy for most leaders. In fact, many people who do fundraising never planned to have that be part of their career. And yet, almost every leader has an aspect of fundraising in their professional or personal lives. In this conversation, Alice and I explore how to get better at it.

Key Points

Almost every leader is involved with fundraising in some capacity, either personally or professionally.
It’s a myth that fundraising is just asking for money. Most fundraising activities happen outside of the ask.
Consider fundraising goals for must-do activities, maintaining the current state, and aspirational growth.
Most people share health issues with their immediate family and close friends. When your organization is facing headwinds, tell your donors how they can help.
Dedicated attention to fundraising is key for both prioritization and relationship continuity.
Connectors, experts, and closers are all essential roles in the fundraising process. Play to the strengths of both staff and volunteers to fill these roles well.

Resources Mentioned

Connect with Alice on LinkedIn
GoalBusters

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