Stop Competing, Start Connecting: The Abundance Mindset in Fundraising
I once worked for a niche organization that helped youth-serving programs incorporate experiential education into their curricula. At the time, only a handful of organizations provided similar services, and we often found ourselves caught up in competition—constantly comparing what others were doing better or worse than us. This scarcity mindset made us feel as though we were fighting over a limited pool of opportunities.
Then, I had a realization: Even if every organization in our field operated at full capacity, there would still be more schools, camps, and youth centers that could benefit from experiential education. Shifting to an abundance mindset changed everything. Instead of focusing on competition, we started asking: How can we reach the countless programs that don’t yet have access to this work?
The same applies to nonprofit fundraising. It’s easy to feel like we’re competing with other organizations for a fixed number of donors. If we focus solely on individuals and foundations with known wealth, we risk overlooking potential supporters who may be deeply passionate about our mission. Some donors give broadly across many causes, while others commit themselves to a single organization they truly believe in. Either way, the potential donor pool is vast.
Widening the Field
An abundance mindset helps us expand our view of who might support our work. Instead of limiting ourselves to familiar donors, we can assume that many people in our community would give—if only they knew about us.
I can relate. As someone who has spent my career in the nonprofit sector, you’d think I’d have no trouble finding organizations to support as a donor or volunteer. But when I moved to my current city 15 years ago, I only attended one nonprofit event in my first five years here—and only because I stumbled across it while looking for something new to do. My husband, a lifelong resident of the city (and very generous individual), attended his first nonprofit event that same night.
Ironically, I later went on to work for that very nonprofit. And it was only through my work there that I discovered there were over 200 registered charitable organizations in our city. Why had two people who are compassionate and philanthropic never heard of them before?
Now, think about your own community. Consider the number of people you currently reach versus the total number of potential supporters in your area. Chances are, your nonprofit is engaging less than 2% of them.
Opening the Door to More Supporters
What if, alongside nurturing relationships with current donors, you dedicated energy to expanding awareness? What if you worked to reach the people who align with your mission but don’t yet know you exist?
Shifting from scarcity—“We’re competing with other nonprofits for limited donations”—to abundance—“There are many more people who would support us if we reached them”—changes not just your strategy, but your mindset. It fosters creativity, optimism, and a culture of possibility within your team.
Feeling Stuck in Scarcity? Here’s How to Shift Your Perspective:
Get out into the community. Attend festivals, fairs, and local events where you can introduce your organization to new audiences.
Make information easily accessible. Use QR codes on signs, create postcards or small takeaways, and ensure your website is user-friendly.
Host open house events. Small gatherings, like house parties, allow you to share your mission in a welcoming setting.
Speak to new audiences. Visit churches, affinity groups, and local businesses that align with your mission.
Engage with your Chamber of Commerce. Networking with business leaders can create unexpected opportunities.
Leverage local media. Connect with journalists to share stories about the impact of your work.
Think of these efforts as planting seeds. You’re not necessarily seeking donations in the moment—you’re sparking interest, building relationships, and helping more people discover how they can make a difference.
Embracing an abundance mindset doesn’t just transform your fundraising approach; it transforms your entire organization. And who knows? Your next major supporter could be someone who simply hadn’t heard about you—yet.
