Let’s Talk About Wealthy Donors (Because Your Board Is Avoiding It 👀)

I’m going to say something your board might be thinking… but not saying out loud:

“We don’t want to ask wealthy people for too much.”

Or worse…

“They probably already give somewhere else.”

Let me lovingly interrupt that thinking.

Because fundraising expert Claire Axelrad recently wrote about how wealthy donors are often misunderstood, and she’s right.

We’re leaving impact on the table.

Wealthy Donors Are Not a Different Species

There’s this belief that wealthy donors are different. Harder to reach. More complicated.

They’re not.

They’re people.

People who care about something. People who want to make a difference. People who want their lives to mean something.

That’s it.

Giving isn’t just about money. It’s about meaning.

The Real Mistake Boards Are Making

The biggest mistake boards make is not asking.

We tell ourselves we’re being respectful. Careful. Thoughtful.

But what are we doing?

👉🏾 We’re holding donors back from making the impact they’re capable of.

That part matters.

Because fundraising isn’t about taking. It’s about offering.

Major Giving Is About Impact, Not Amounts

If your board is focused on:

“How much can they give?”

We need to shift that. The better question is:

“What change do they want to be part of?”

Claire talks about how major donors are motivated by transformation. They want to see outcomes. They want to feel something. They want to know their gift mattered.

So, your conversations should sound like:

“Here’s the change we’re working toward or Here’s what’s possible or Here’s where you come in.”

Not just:

“Can you give $5,000?”

That’s a transaction and an immediate "NO."

We’re here for transformation. We’re not here for transactions.

Your Board’s Real Role (That No One Taught Them)

This is the part I wish every board member understood:

You are not fundraisers.

You are facilitators of generosity.

Let me say that again.

👉🏾 You are facilitators of generosity.

Your job is to:

• Connect people to something meaningful

• Help them live out their values

• Invite them into impact

That’s it.

That’s the work.

And when boards get this?

Fundraising gets a whole lot less awkward… and a whole lot more effective.

So Why Aren’t Boards Doing This?

Because no one trained them.

Let’s be honest.

Most board members are:

Guessing or avoiding or doing “small ask energy” when big vision is required

And that’s not a character flaw. That’s a systems problem.

Here’s Where I Come In 👈🏾

If your board is:

• Hesitant to ask

• Unsure how to talk to major donors

• Stuck in small gifts when big gifts are possible

• Or just plain tired of guessing

My Board Fundraising Reset Diagnostic is your next step.

In one hour, we:

• Get clear on what’s blocking your board

• Reframe how your board sees fundraising

• Identify immediate opportunities for major giving

• And give you 2–3 moves you can act on right away

No jargon. No speeches. Just real clarity.

Because your board doesn’t need more pressure.

They need a better approach.

And once they get it?

Everything shifts.

This post was inspired by insights from Claire Axelrad at Clairification. Thanks Claire!

Christal M. Cherry is the Founder and CEO of The Board Pro, where she helps nonprofit boards move from confused and cautious to clear, confident, and activated. Through board training, retreats, and strategic advising, she supports organizations in building boards that fundraise, govern, and lead with purpose.

Let’s get your board unstuck and fundraising with clarity.

👉🏾 Investment: $175👉🏾 Book your session: www.theboardpro.com👉🏾 Or email: hello@theboardpro.com