T. Clay Buck: Relationships Are the Strategy

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Aug 13, 2025

T. Clay Buck, a fundraising veteran and founder of Next River Fundraising Strategies, shares his wealth of experience in navigating today's challenging nonprofit landscape. He recounts a humorous tale of a shattered acrylic chair leading to a major gift, illustrating the importance of strong relationships. Clay emphasizes treating donors as mission partners and highlights the need for strategic funding diversification. He provides practical advice on donor retention and the value of data, urging fundraisers to focus on genuine connections rather than gimmicks.

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ANECDOTE

Shattered Chair That Still Won The Gift

Clay Buck fell through a guest's antique acrylic chair during a major gift visit and scattered papers everywhere.
The visit still secured the gift and deepened the relationship despite the embarrassing moment.

INSIGHT

Proven Principles Over Panic

Clay Buck says we lack a clear playbook for current complexity but can rely on proven fundraising principles.
He warns against panicked gimmicks and urges doubledown on deep relationships instead.

ADVICE

Strategize Diversification; Double Down On Donors

Now is the time to strategize and diversify revenue rooted in individuals and community rather than scrambling in panic.
Invest in donor relationships and serve them warmly so they double down on your organization.

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Fundraising in today’s non-profit world is more challenging—and more rewarding—than ever before. Organizations are facing an unprecedented mix of economic, political, and social pressures, and fundraisers are being asked to navigate it all while keeping their mission moving forward.

In this episode of Real Talk for Real Fundraisers, Jeff Schreifels sits down with fundraising veteran T. Clay Buck for a candid (and often hilarious) conversation about what it really takes to succeed right now. Clay kicks things off with a humbling major gift story involving a shattered acrylic chair, then dives into his perspective on why leaning on proven principles, doubling down on relationships, and resisting panic mode are more important than ever.

Together, they discuss the critical role of data in donor retention, the need to diversify revenue streams, and the importance of treating donors as true partners in the mission. Clay offers practical, confidence-building advice for avoiding assumptions about donor behavior and instead focusing on authentic, one-to-one connections.

This episode is a must-listen for non-profit leaders and frontline fundraisers who want to stay strategic, confident, and deeply connected to their donors—no matter what the current landscape throws their way.

Show Highlights: In this episode, you’ll learn about…

Why the best, funniest fundraising stories often come from our own experiences

How to lean on proven principles when there’s no clear playbook for today’s challenges

Why investing in data is essential—and how to see it as informative, not extractive

Veritus Group is passionate about partnering with you and your organization throughout your fundraising journey. We believe that the key to transformative fundraising is a disciplined system and structure, trusted accountability, persistence, and a bit of fun. We specialize in mid-level fundraising, major gifts, and planned giving, helping our clients to develop compelling donor offers and to focus on strategic leadership and organizational development. You can learn more about how we can partner with you at www.VeritusGroup.com.

Additional Resources:

[Blog] Donor Relationships: A Journey Not a Destination

[White Paper] Building a Culture of Philanthropy

[Blog] The Deeper Reason Your Donor Gives