Fundraising is not sales. That’s what I told myself for years.
And then I left the nonprofit world and entered the for-profit sector—and I realized just how wrong I was.
In this episode of A Modern Nonprofit Podcast, I sat down with Aaron Landis, Director of Business Development at The Charity CFO and a former Director of Corporate Partnerships at Habitat for Humanity in Austin, Texas. His journey from nonprofit development to business development gave him a new appreciation for what fundraisers can learn from for-profit sales teams.
And if you’re still thinking, “Fundraising isn’t sales,” this episode may change your mind.
The Parallels Between Fundraising and Sales
Aaron spent years in the nonprofit world, securing corporate sponsorships, building relationships, and raising money. But it wasn’t until he stepped into the for-profit world that he realized just how similar the two really are.
Sales professionals are trained to own the process. They build a pipeline, track progress, forecast revenue, and follow up religiously. In contrast, many nonprofit fundraisers rely on passion and persistence without the structure and systems that make sales repeatable and scalable.
Aaron shares how building intentional processes transformed the way he works. Instead of relying on memory or sticky notes, he uses Salesforce as a second brain—setting reminders, tracking conversations, and forecasting outcomes. And while Salesforce may not be the right fit for every nonprofit, the principle remains: A system is only powerful if you actually use it.
Using Systems to Drive Better Donor Engagement
If you’re relying on instinct and goodwill alone, you’re making fundraising harder than it needs to be. Aaron walks us through how nonprofits can leverage even basic CRM tools to:
- Track donor interactions and touchpoints
- Automate reminders and follow-ups
- Personalize communication based on donor interests
- Forecast future giving and campaign success
The key isn’t the specific tool you use—it’s how well you use it. Whether it’s Bloomerang, Little Green Light, or even a spreadsheet, your CRM should be a reflection of your fundraising strategy, not an afterthought.
Why Internal Communication Makes or Breaks Fundraising
At The Charity CFO, we meet weekly to align our sales, operations, and finance teams. These meetings aren’t just a status update—they’re how we keep the entire business on track.
For nonprofits, the same principle applies. Your fundraising team shouldn’t be operating in a silo. If you’re not syncing with your program and finance teams regularly, you’re likely missing key opportunities—and risking disconnects that lead to poor donor experiences or unfunded priorities.
Clear internal communication ensures that your fundraising efforts are aligned with your actual needs. It allows you to plan better, collaborate faster, and respond with agility.
What Gets Measured, Gets Managed
Data shouldn’t be a dirty word in fundraising. Aaron shares how he tracks performance metrics like number of new conversations, meetings scheduled, and expected revenue. These leading indicators tell you whether you’re on track—long before you see the final results.
If you wait until the end of the quarter or year to evaluate your fundraising, it’s already too late. Start tracking the things that move the needle today: activity, engagement, and conversion. Set goals, measure consistently, and refine over time.
Fundraising Needs a Mindset Shift
Nonprofit leaders don’t need to become sales sharks. But they do need to become more intentional about how they manage relationships, structure their process, and evaluate results.
The strategies that power successful sales teams can—and should—be adopted by nonprofits. That doesn’t make fundraising less personal. It makes it more sustainable.
Because structure doesn’t kill your passion. It protects it.
Want more insights like this?
Check out this blog next: Nonprofit Fundraising Strategies to Consider
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