Six Career Insights Every Fundraising Pro Should Keep in Mind

Fundraising offers a meaningful, rewarding career path for talented people who want to make a difference — whether working for a nonprofit or a for-profit partner.

After working for more than four decades in and around the direct response fundraising field, here are six insights I’ve found valuable:

1. We have a real impact on America’s economy.

Amid today’s economic and political challenges, it’s worth remembering how large our sector truly is. Roughly 10% of the U.S. workforce — about 16 million people — work for nonprofits, not counting for-profit partners who help them achieve their missions. Excluding government, the nonprofit sector ranks third among all economic sectors, behind hospitality and retail.

Some estimates put the nonprofit industry’s economic activity at 5.2% of the entire U.S. GDP.

As for fundraising professionals specifically, true data points are harder to calculate, but some estimates suggest that about 0.5% of the total U.S. workforce — roughly 700,000 people — work in fundraising through nonprofit and for-profit roles.*

That’s about the same as the number of practicing lawyers in America.

Regardless of specific numbers, always remember that what we do matters, not only to the causes we serve, but to the American economy.

*Based on CNP/Johns Hopkins and AFP estimates of 5% to 8% of total nonprofit employment (≈640,000) plus BLS estimates of fundraising-related roles (≈75,000).

2. Our responsibility is to the organization first.

Across the nonprofit ecosystem, passion for purpose is universal. Whether ensuring good governance, delivering programs, growing the brand, or fueling it all through fundraising, we’re united by a belief in the mission.

Still, fundraisers must remember: Our “clients” are the organizations themselves, not the people, animals, or causes they serve. Our focus must be on those organizations’ needs and their donors: the ultimate source of their operating revenue.

Therefore, amid all the passion, we can’t lose sight of sound management, fiduciary responsibility, and donor trust. Fundraisers must operate within those boundaries — with discipline and professionalism.

As a former boss once told me: “If you want to help the people your clients serve, volunteer after 5 o’clock. In the office, you help your clients.”

3. It’s a profession. Act like a professional.

Strong “soft skills” are valuable in every industry: being forthright, kind, collaborative, resilient, and respectful to colleagues and clients alike. But fundraisers carry an added expectation. Because we work for the public good, we’re held to a higher standard. When a nonprofit or fundraiser acts improperly — or is even perceived to — donor trust collapses fast.

On top of that, our field may seem large, but it’s really a collection of small, interconnected circles. Professional reputations travel quickly. Always conduct yourself with integrity, grace, and generosity of spirit.

Another boss once said: “Be nice to everyone you meet on your way up. You’ll meet them again on your way down.” (Not exactly an uplifting mentor message — but valuable advice nonetheless.)

4. Nonprofit fundraisers and brand marketers are allies, not adversaries.

There’s a natural tension between nonprofit fundraisers and nonprofit brand marketers. Fundraisers emphasize need; brand managers emphasize outcomes. But donors respond to both.

Think of it this way — something I call the creative equation:

Resonation + Demonstration = Motivation

Donors must first connect to a story that resonates in their heart and makes the case for fulfilling a need in the community being served (fundraising). Then they must also believe that the organization demonstrates meaningful impact so that their gifts will be well stewarded (brand). The two sides complete each other.

When both perspectives are integrated — balancing immediate need with proven outcome — we achieve “brand-raising,” in which mission, message, and impact all strengthen each other to motivate giving.

The benefit to the community being served becomes a rising tide that lifts all ships: organization, donor, and constituent alike.

5. AI is powerful for operations — not for authentic storytelling.

AI is transforming every industry, and fundraising is no exception. Used wisely, it can greatly improve operational efficiencies, helping to predict who might give, when, how, and why. Those efficiencies free up more revenue to fuel missions.

But the heart of fundraising is human connection. Generative AI, although entirely feasible and readily available, must never be used for fundraising stories.

Why? Because a story’s authenticity sits at the heart of fundraising, whether for a $50 gift or a new hospital wing. It is presumed by the donor. Fundraising stories not only need to sound authentic for creative reasons, but they must also be authentic for ethical reasons.

Generative AI storytelling (or picture creation) violates donors’ trust in an organization with which they are sharing their money, time, and passion.

6. Get involved.

As in any industry, building a network of colleagues, mentors, and professional partners in the nonprofit ecosystem adds immeasurably to everyone’s successful career arc. And as in most industries, there is an abundance of professional associations for nonprofit fundraisers that serve the organizations themselves and the for-profit partners who serve them.

Today, however, as nonprofits face remarkable challenges — funding, data privacy, freedom of purpose, and even regulatory retribution — it’s more important than ever to engage beyond your day job.

Remember that nearly 16 million people work for nonprofits, plus another 700,000 in partner roles. Together, we meet needs that government budgets can’t or won’t meet. It is essential that we project a unified, nonpartisan defense of our nonprofit sector in the face of existential threats.

Get involved. It’s good for your career, good for our charities, and good for America.