Jarrett Ransom Featured in The Major Gifts Report for Insights on Overcoming Donor Objections
Jarrett Ransom, Lead Senior Trainer at the Sanford Institute of Philanthropy, has been featured inThe Major Gifts Reportfor her insights on overcoming donor objections and strengthening donor relationships following her presentation at AFP ICON.
In the article, How to Transform Objections into Opportunities, written by Megan Venzin, Jarrett shares strategies for helping fundraising professionals reframe donor objections as opportunities for deeper engagement, stronger relationships, and greater trust.
Drawing on her experience working with nonprofit organizations and fundraising professionals, she discusses practical approaches for navigating donor concerns through active listening, empathy, and meaningful conversation. The article emphasizes the importance of understanding the motivations behind donor questions and using those moments to build stronger connections.
The feature also highlights principles from the Cause Selling approach, which helps fundraisers connect donors to mission-driven outcomes through authentic conversations and relationship-centered fundraising. By focusing on trust, shared purpose, and meaningful engagement, Cause Selling supports the development of long-term donor relationships.
The opportunity stemmed from Jarrett’s presentation at AFP ICON, where she shared strategies for addressing donor objections and advancing donor engagement. This feature highlights her expertise in donor-centered fundraising and relationship-building.
“Donor objections are often not roadblocks. They’re opportunities to better understand a donor’s perspective, build trust, and strengthen connections.”
Firm Boundaries, Open Communication: Fundraising Ethics
By Joelle Kanshepolesky, Partner with Pathway Group
Ethical fundraising requires both courage and clarity. It means having the discipline to decline funding opportunities that don’t align with your mission, even when the potential financial benefit is significant. It also means communicating honestly and transparently with donors, especially when conversations become difficult. Neither is optional. Together, these practices protect the trust that makes long-term donor relationships possible.
When the Money Comes Looking for the Mission
Most fundraisers are trained to go after resources. Fewer are trained to recognize when resources are coming after them, and to ask whether that is a good thing.
About a decade ago, as a Chief Development Officer, I unexpectedly received a call from a foundation director based an hour outside our service area. Our organization did serve some families from that region, but we had never had an internal conversation about formally expanding services there. The funder wanted us to establish a presence in their community, including a building, and they were offering funding to help make it happen.
My first question was simple: Had they identified a pressing need in the community? They noted a need but acknowledged it was anecdotal. Without a completed needs assessment, it felt more like an assumption than an established need.
My second question came from years in fundraising: Was this transformational funding enough to fully underwrite the project? It sounded significant, but not nearly enough to cover the entire cost. Those two responses to my questions changed everything.
If the funding had been sufficient to fully underwrite the expansion, it might have justified a serious strategic conversation. But it wasn’t, and what I was looking at instead was fundraising pushing the direction of our services, rather than community need and our own strategy driving where and how we raised money. When a generous offer arrives, the instinct is often to find a way to make it work. Saying yes, though, would have meant shaping a program around a funder’s interest instead of a documented, on-the-ground priority.
I told the funder I would bring the opportunity to our board, and I was honest with them at that moment: I thought it was unlikely we would move forward, because allowing funding opportunities to drive strategy can create serious organizational problems down the road. The board ultimately agreed, and we declined.
It was not an easy call. Turning down real money, from a funder genuinely trying to help, never feels good. But saying no protected something more valuable than that single gift: our ability to make decisions based on strategy and evidence, not just opportunity. It also protected our credibility with that funder. Because we were candid from the first conversation, the relationship remained positive, despite saying no.
Boundaries Require Honesty
It is tempting to think of “knowing when to say no” and “being transparent with donors” as two separate items on an ethics checklist. In practice, they are the same muscle exercised in two directions.
A vague or evasive “no” can be nearly as damaging to donor trust as an unethical “yes.” If I had simply gone quiet on that funder, or given a soft non-answer, I would have wasted their time and left them guessing. Instead, transparency about our hesitation, in real time, made the “no” defensible and even respectable.
That commitment must hold after a gift is accepted, not just before. If a restricted gift can no longer be spent as intended, or funds sit unused longer than a donor might expect, proactively saying so is transparency in practice. Silence erodes trust just as quickly as a vague “no” would have up front. This principle sits at the center of the Donor Bill of Rights, jointly developed by AFP, CASE, AHP, and the Giving Institute, which holds that donors are entitled to know how their gifts are used and to receive prompt, truthful answers.
This is also where the fundamentals of relationship-based fundraising, the donor-centered approach taught in Sanford Institute of Philanthropy’s Cause Selling curriculum, come into play. Cause Selling is built on understanding a donor’s motivations through honest, two-way conversation rather than a persuasion-driven pitch. That principle works both ways: we ask donors to be candid about their intentions and capacity, and they deserve the same candor from us about our mission, our limits, and our reasoning when a yes changes shape after the fact.
The AFP Code of Ethical Standards reflects this same principle, calling on fundraisers to act with fidelity to the mission and values of the organizations they serve, not simply the availability of funding. BoardSource similarly frames the board’s duty of obedience as remaining faithful to the organization’s mission, exactly the role our board played in that decision. And the Grant Professionals Association Code of Ethics offers similar guidance for those navigating funder relationships in the grant-seeking space, where mission fit and funder intent can just as easily pull apart.
The Takeaway
Ethical fundraising is not about having a rule for every situation. It is about building the judgment and courage to pause when something feels backward, even when it is dressed up as good news. Being honest rather than avoidant is not a failure of fundraising. It is fundraising done right, and it is only possible when transparency is practiced consistently, especially in hard conversations.
Author Bio: Joelle is a Partner with Pathway Group and a highly successful and sought-after consultant, changemaker, fundraiser, and executive leader with 25 years of professional nonprofit experience. She is skilled in interim leadership and executive search, fundraising, strategy development, governance, and board relations. Connect with Joelle on LinkedIn or via email at joelle@pathwaygroup.co.
The Stewardship Clues Hidden in Every Stage of the Donor Journey
By Muhi Khwaja, Senior Trainer
In fundraising, securing a gift is just the beginning. True impact comes when donors feel valued, informed, and connected — a process captured in the Stewardship step of Sanford Institute of Philanthropy’s Cause Selling Cycle.
While stewardship is the final step — following Prospecting, Pre-Approach, Approach, Need Discovery, Presentation, Handling Objections, and The Ask — it doesn’t begin after the gift. In many ways, it begins during the very first interactions with a donor.
Every stage of the donor journey, from Prospecting to The Ask, provides valuable clues about how a donor wants to engage with your organization. Their interests, motivations, communication preferences, questions, and concerns all shape the stewardship experience they’ll find most meaningful.
When you pay attention to these signals early, stewardship becomes more personal, relevant, and effective, helping transform one-time donors into lifelong supporters.
The 3 Principles of Effective Stewardship
Before exploring how the donor cycle can inform your stewardship strategy, let’s look at the three principles that make stewardship effective:
1. Personalization
A generic thank you is forgettable. Reference the donor’s gift, mention specific programs or people their support is impacting, and acknowledge their unique motivations discovered during Need Discovery. I often like to write from the standpoint of what will make the donor smile.
2. Transparency and Impact
Share clear updates on how contributions are being used. Donors want to see the tangible difference their support makes.
3. Continuous Engagement
Stewardship isn’t a one-time step. Follow up with stories, site visits, and opportunities for dialogue, making the donor feel like a partner in the mission.
Example in Practice: A donor contributed to a health initiative through their Donor Advised Fund at American Muslim Community Foundation (AMCF), but the initial acknowledgment was limited to a standard letter. Recognizing the lost opportunity, AMCF encouraged the nonprofit to revamp their approach: a personalized video from a program participant, quarterly impact reports, and invitations to volunteer. The donor not only gave again but became an advocate for the cause.
What Earlier Stages of the Donor Cycle Reveal About Stewardship
Each step of the Cause Selling Cycle provides clues about how to build a stronger relationship with your donors before and after the gift. Here’s how:
Prospecting: Understanding the donor’s preferences early informs how you tailor stewardship communications.
Pre-Approach: The research conducted before a donor meeting can reveal how donors prefer to engage with organizations. Some donors value personal conversations, while others prefer concise emails, events, reports, or volunteer experiences.
Approach: During initial discussions, donors often share personal experiences, community connections, and reasons they care about your cause. These insights can guide your messaging, tone, and type of stewardship engagement.
Need Discovery: As donors discuss their goals and values, they tell you what success looks like to them.
Presentation & Handling Objections: The questions or concerns donors raise often reveal what matters most to them. Some want measurable outcomes. Others care about sustainability, innovation, or community impact. These two steps help you understand what information will reassure your donors repeatedly.
The Ask: The donor’s decision to give reflects trust and confidence in your organization. Thoughtful stewardship should affirm that decision by demonstrating personalized gratitude, accountability, and impact.
Fundraiser’s Reflection: Actionable Takeaways
Start planning stewardship before a gift is made. Use the clues from each step of the donor cycle to create stewardship experiences that reflect what matters most to each donor.
Here are tried and true strategies you can apply to improve your stewardship right away:
Track Donor Preferences Early: Use information from Prospecting, Pre-Approach, and Need Discovery to personalize future engagement.
Segment Your Donors: High-capacity, major donors may value one-on-one engagement, while recurring donors may prefer tailored digital updates.
Create Story-Driven Updates: Share stories of real impact — a participant’s journey, a project milestone, or a tangible result.
Invite Participation: Offer opportunities to visit programs, attend briefings, or join advisory councils. Active participation strengthens loyalty.
Stay Connected Consistently: Regular touchpoints like simple emails or calls signal that the relationship is valued beyond the gift.
Remember, the best stewardship strategy isn’t created after the gift arrives. It’s built from the information donors share with you throughout every stage of their journey. Once a donor gives, stewardship fuels a continuous cycle, supporting a culture of philanthropy and setting the stage for repeat giving and advocacy.
By approaching stewardship intentionally, you can ensure that every donor interaction reinforces alignment, trust, and long-term commitment.
Author bio: With over 15 years of nonprofit and fundraising experience, Muhi became a CFRE in 2016, earned certificates from Indiana University’s Lilly Family School of Philanthropy in 2017 and 2024, joined Sanford Institute of Philanthropy as a Trainer in 2022 where he continues to serve today, and also serves as the Cofounder and Chief Development Officer of the American Muslim Community Foundation, which has helped families distribute more than $20 million since 2017. Connect with him on LinkedIn at https://www.linkedin.com/in/muhikhwaja/.
Understanding Planned Giving: Donor Motivations and Marketing Strategies
By Jack Alotto, MA, CFRE
As fundraisers, we frequently think of donors writing a check, attending a special event, or giving used items to a donation center. These gifts keep our organization running, but there is another form of generosity that sustains organizations in the future: planned giving.
Leaving a gift in a will, setting up a trust, or naming a charity as a life insurance beneficiary requires donors to think about a long-term commitment. But understanding what motivates a person to make this kind of commitment is key to achieving long-term sustainability.
3 Donor Motivations Behind Planned Gifts
Here are three reasons why a donor might consider planned giving:
1. A Lasting Legacy
For donors, a planned gift is a way to express who they were and what they valued. It is an opportunity to look at the future and say, “I want to ensure this work continues long after I am gone.”
Many donors want to make a difference but need their assets during their lifetime to live comfortably. You will see this when a donor says, “I wish I could do more.” A legacy gift enables them to make a larger impact than they ever could through annual or major gift giving.
Many planned gifts are given to organizations that have left a mark on the donor’s life. This might be a hospital that cured a family member, a university that opened doors for them, or a local shelter that aligns with their values.
2. Emotional Satisfaction
There is a psychological benefit to planned giving. Psychologists often refer to the emotional satisfaction of giving as the “warm glow” effect, and it intensifies when connected to a lifelong legacy. It provides a donor peace of mind when they know their hard work will support a scholarship, fund critical research, or protect the environment.
Many non-profits create exclusive “Legacy Societies”, offering donors a chance to connect with other planned giving donors and see their generosity celebrated during their lifetime.
3. Tax Incentives
Making a planned gift is smart financial planning. Planned giving offers powerful tax incentives that benefit both the donor and their heirs. For high-net-worth individuals, it reduces the overall value of their taxable estate. This ensures more of their wealth supports a cause they love rather than going to taxes. When a donor gives appreciated assets — like stocks or real estate — they may completely avoid capital gains taxes and secure a charitable deduction for the full market value.
A common misconception is that making a planned gift means losing financial security. Modern planned giving is designed to give donors peace of mind. Donors can write a charity into their legacy plan and retain full access to their funds while they are alive. If they need that money for healthcare or retirement, it’s theirs. The charity only receives what remains.
How to Market Planned Giving to Donors
Marketing planned giving isn’t like marketing other giving vehicles. You aren’t asking for immediate cash; you are asking them to consider their life legacy and estate. Plus, many donors assume that planned giving is too complicated or that they aren’t wealthy enough to qualify. But this isn’t an exclusive club for the ultra-wealthy, which is why you should integrate planned giving into your regular marketing.
Because planned giving is a deeply personal and emotional decision, your marketing should remove the friction and lead with impact. Here’s how:
Tell stories and share testimonials or profiles of current legacy society members. Highlight why they decided to give and what it means to them.
Frame the conversation around their lifetime connection to your cause. Use prompts like: “What do you want your impact on this organization to be 50 years from now?”
Add a simple checkbox to your regular direct mail slip or digital donation pages:
“☐ I have included [Organization] in my will.”
“☐ I would like information on how to include [Organization] in my estate plans.”
Include a permanent line in your newsletter footers or staff email signatures like: “Have you considered leaving a lasting legacy? Learn more about our planned giving options.”
Create age-appropriate messaging for each age group in your database:
For millennials, focus on flexibility, revocable gifts, and that they don’t have to give up assets now.
For baby boomers, focus on traditional bequests, estate planning, and tax-smart income-producing gifts like Charitable Gift Annuities.
Dedicate a clear, easy-to-find page on your website to planned giving, including:
Sample legal language that a donor can easily copy and paste into their will
A downloadable “Estate Planning Guide”
A free educational webinar with a local estate attorney, framing it as a service to help them organize their affairs
Emphasize bequests and beneficiary designations where no money changes hands today. This is incredibly comforting to donors who are worried about their future healthcare costs or outliving their retirement savings.
Tip: Not all donors are ready for a planned giving pitch. Target the ones who show the highest indicators of loyalty (consistent annual donors, monthly gifts, and giving to more than one program), not just high wealth.
Sustain Your Organization Through Planned Giving
While annual donations and event tickets fund daily operations, planned giving is the foundation of an organization’s long-term sustainability. Making a legacy gift — whether through a will, trust, or beneficiary designation — is a deeply personal decision that allows donors to express their lifelong values, maximize their impact without sacrificing current financial security, and enjoy significant tax benefits.
For fundraisers, marketing these gifts requires an impact-first, emotionally resonant approach. By normalizing the conversation across regular channels, targeting loyal supporters rather than just high-net-worth individuals, and removing technical friction with clear, accessible resources, organizations can seamlessly invite donors to secure a lasting legacy that protects a cause they love for generations to come.
Peer-to-Peer Fundraising: More Than Just Asking for Donations
By Jack Alotto, MA, CFRE
Peer-to-peer fundraising (P2P), also known as friend-to-friend fundraising, involves supporters raising funds by leveraging their personal networks. P2P is often used as a tool for giving days like Giving Tuesday, where supporters ask their friends and family for donations. But only focusing on donations can be shortsighted. Asking for a gift is just one way donors can increase, enhance, and strengthen revenue. They can also help you find new supporters and play a key role in encouraging them to make a gift.
That’s why it’s time to rethink your peer-to-peer fundraising strategy. Rooted in the principles of Cause Selling, this strategy invites supporters to share in your mission and the emotional connection you have to it — encouraging them to join a cause they genuinely believe in.
Why Use P2P?
Peer-to-peer fundraising thrives on respect, trust, family, friendship, mutual support, shared interests, expectations, and empathy. People are more inclined to read letters, respond to text messages, or answer phone calls from friends rather than from fundraisers. A close peer has a better chance of convincing a prospective donor to give using personal stories that evoke empathy and interest.
Beyond raising money, P2P can build your donor pipeline, deepen engagement, strengthen stewardship, and uncover new prospects. Used strategically, it can be a powerful engine for sustainable growth, not just a short-term boost.
Best Opportunities to Use P2P
Engaging donor peers is an effective method to move prospective donors through the fundraising cycle from prospecting to stewardship. Here’s how:
1. Prospecting
Start by asking major gift donors for referrals. Then, reach out to loyal donors who consistently contribute to help open doors. Asking donors or board members for introductions to potential supporters is crucial to expand your donor base and boost revenue.
2. Cultivation
Upon receiving a referral from a donor, ask the referrer about the prospect’s interests and capacity to make a contribution. Invite the donor to participate as a peer cultivator by attending meetings with the prospect.
3. Solicitation
If a donor is willing and has been trained to make a solicitation, they can be effective at making the ask. A donor who understands the mission of the organization may be effective in requesting a gift.
4. Stewardship
After receiving a gift, invite the donor to help acknowledge it, demonstrate its impact, and assist in renewing their peer’s support.
Pro Tip: Cause Selling emphasizes aligning donor interests with mission impact. Equip your peer fundraisers to share why they give — not just what your organization does. This personal story makes the ask more authentic and emotionally compelling.
Why Is P2P Important?
Networking is at the heart of effective fundraising, and your donors can be some of your best connectors. Involving them in the fundraising process not only expands your reach but also deepens their own engagement. To succeed, you’ll need to train and support donors in key areas like making introductions, participating in cultivation, and even helping with solicitations when appropriate.
Cause Selling emphasizes the importance of building relationships and aligning donor values with your mission. When donors are equipped to share their personal connection to your cause, they become powerful advocates, not just fundraisers.
Stewardship matters, too. Recognizing a donor’s role in a peer’s giving journey — whether through a thank-you note, call, or personal follow-up — reinforces their value in the process and encourages continued involvement.
Four P2P Tips to Keep in Mind
Be clear and concise: When asking for a referral, be respectful of their time and connections. Provide them with the information necessary about why your organization needs a donor pipeline and how they can help by making a referral.
Don’t hesitate: It may feel awkward for you to ask a donor or anyone (board member, volunteer) for a referral. But remember, they believe strongly in your cause and want to help. This is another way — beyond making an outright gift — that they can help your organization.
Keep your request reasonable: Asking for an introduction to someone in their network is fair. Avoid demanding a referral or asking on short notice. Make your referral request interesting and positive for the referrer. Always follow up with a thank you.
Remember your “why”: Leveraging peers extends your reach and amplifies the organization’s fundraising efforts.
Final Thoughts
Peer-to-peer fundraising provides a new opportunity to strategically engage supporters and acquire new donors. Do not hesitate to ask your donors, volunteers, and board members for introductions and referrals to their network. For those who prefer not to make a direct referral, you can ask them to share information about your mission and the work your organization does on social media.
Pro Tip: Create a toolkit with training and coaching to help volunteers succeed. Peer-to-peer fundraising expands the donor base and raises brand awareness, improving relationships with current supporters. It allows supporters to join fundraising efforts, broadening the reach and sharing the cause within their networks.
