Raise Money Like America’s Favorite Charities With These Tips

When small and medium-sized nonprofits look at organizations that raise hundreds of millions of dollars a year — and in some cases more than a billion dollars — they often don’t think that fundraising is something they can emulate. They tell themselves those organizations have more staff, more money, more technology, so what they do isn’t replicable.

But fundraisers at organizations on the America’s Favorite Charities list say that’s not true. There are ideas and approaches that small and midsize nonprofits can adapt from the big guys to bolster their fundraising. The Chronicle asked the development pros we spoke with for their best advice for smaller nonprofits looking to turbocharge their fundraising. Here’s what they had to say:

Think big.

Donors want to get behind big ideas, so nonprofits that offer them are in a better position to win contributions, says Tunde Wackman, chief development officer at World Central Kitchen (No. 41), which feeds people after natural disasters and during humanitarian crises.

“I don’t think that smaller or medium-sized nonprofits should shy away from big, audacious goals,” she says.

Steward and retain donors.

Leora Hanser became the chief development officer of Planned Parenthood (No. 29) early in 2025. She has worked at small nonprofits before, and she says one of the big differences between the powerhouses like Planned Parenthood and smaller groups is often how they build and maintain ties with donors.

“I have been part of organizations where you make the ask, the check comes in the door, and then the donor never hears from you again until you want to make the next ask,” she says. That’s not effective for long-term fundraising, she says, which is why Planned Parenthood puts a heavy emphasis on retention and on stewardship.

She urges smaller organizations to do the same.

“Please make sure you are looking after the supporters that you have, and give them the love and the feeding and the care that they need,” Hanser says. “Make sure that they stay close to what you are doing, why you are doing it, what you hope to achieve, and the impact that you are making.”

Teach for America (No. 66) also emphasizes stewardship. Joy Okoro, an executive vice president at the organization, says it’s important to pay attention to the details that help you connect with donors.

“Sweat the small stuff,” Okoro says. “It doesn’t require a million staff … to ensure that we’re doing adequate follow-up. If we are viewing an article that might speak to that person, send it their way to make that instant connection.”

Reflect on data and follow up.

United Way Worldwide was No. 1 on our list, raising an average of $2.6 billion annually between 2021 and 2023. However, the organization uses a federated model, which means it’s made up of lots of smaller regional units. Byron Garrett, chief revenue officer, says they have smaller offices, and they encourage those staff to pause occasionally and look at the donations coming in.

“Sometimes we get the $1,000 gift that comes in the mail or a $500 online donation, and we’re just so thankful for it,” Garrett says. But he says fundraisers need to be more than grateful: They need to find out who those donors are and how they’re connected to the cause. By doing the research, fundraisers sometimes discover a donor who has the “capacity to give $5,000 or $50,000.”

Garrett says technology can help with the research, and that the information can equip smaller organizations to follow up, better steward, and “make a much more tailored case to whoever that donor may be.”

Hire well.

The Smithsonian Institution (No. 38) has been around 179 years, and it has been successful raising money, even though much of the public thinks it’s fully funded by the government. Much of that fundraising is due to the institution’s mission, says Robert J. Spiller, but it’s also because the organization hires development staff who can articulate the mission. He encourages smaller orgs to focus on finding talented staff.

“If you get a good advancement professional partnering with a good director, then you can really articulate a crisp vision and what differentiates your organization from other organizations,” Spiller says. “That’s really important, because it’s a very noisy space.”

Stay relevant.

In today’s attention economy, organizations that have a meaningful message for donors — and that stay in touch with them — are the ones that will be successful raising money, says Caite Gilmore, vice president of development at the Obama Foundation.

“Find ways to stay relevant and in front of your donors and listen to them, and then be patient because things will settle again,” Gilmore advises. “When they do, you want to be there, and you want your donors to remember that you’ve been there with them all along.”

Lean on your board.

Don’t underestimate the importance of your board, says Spiller at the Smithsonian. Board members can help with a wide variety of tasks that can catapult fundraising. “They can certainly help philanthropically,” he says, “but also can help on the strategic planning side and being bold in how these organizations look at themselves.”

Amy Blais Malloy, senior vice president of Teach for America, agrees. She says that small groups should encourage board members to leverage their networks to bring in more donors and introduce your organization to a broader spectrum of supporters.

“Think about different ways to really bring people into the fold,” Blais Malloy says. “Help them understand and see the ways in which they can help grow and really leverage them as volunteers, advocates, and stakeholders for your work.”

Be bold.

Blood Cancer United (No. 25) changed its name from the Leukemia & Lymphoma Society in August, after it conducted research that found its previous name didn’t make it clear to donors that the group helps people experiencing all types of blood cancer, not just the ones in the name. Many people are wedded to tradition, but it’s more important to focus on mission and be brave enough to make big changes if that’s what’s needed, says Coker Powell, chief development officer.

“Don’t be afraid to be bold,” she says. “We have made a massive change in the midst of an unpredictable economic landscape. It’s a bold move at a bold time, but one that we are confident is going to allow us to further our lifesaving mission. So be nimble, be ready to adapt.”

That audacity should grow out of what your organization is trying to achieve, Powell says. “When you have a good plan and one that is grounded in your mission, but allows for flexibility and teamwork and creativity, that’s where the magic happens.”