The Dance of Follow-Up

The story of Brian is a common one. He gathered business cards and contacts like they were valuable proof that he was building his business. They were saved in his phone and stacked on his desk like a small memorial to what might be possible.

There was only one problem.

He never followed up with any of them.

That’s right—after every networking event, meeting, or introduction, Brian simply returned to his daily routine of answering requests from advertising agencies and selling radio advertising to the people he already knew.

Brian was one of my favorite people I ever worked with in radio. He was talented, funny, and great with clients. But like many people in sales—and now I see it is also in fundraising—he struggled with one of the most important disciplines in relationship building: consistent follow-up.

Brian left the radio industry not long after I did. 

Today, in the world of nonprofits, the need to keep your funnel full is more critical than ever.

Government grants that organizations once depended on have been reduced or eliminated. Some long-time donors have shifted their priorities. Corporate giving programs that once supported community organizations have been scaled back, restructured, or disappeared entirely.

In short, the environment has changed—but the fundamentals have not.

The subject of new business development has been a theme throughout the last five years of Team Kat & Mouse, and honestly, throughout both of my careers.

I have written about it often because it is one of the most important habits any fundraiser—or salesperson—can build.

In fact, my second blog for our company was titled “Make New Friends, and Grow the Old… The Case for Continually Looking for New Opportunities.”

That was back in 2021.

A lot has changed since then. But some things remain exactly the same.

There are still only two ways to grow fundraising.

 1. Larger or More Frequent Gifts from Current Donors

Your existing supporters are your strongest foundation. These are the people who already believe in your mission and have demonstrated their commitment through giving.

Expanding support from current donors can happen in several ways:

Increasing gift size. As donors deepen their connection to your work, they may be willing to increase their annual contribution or move into a higher giving level.

More frequent giving. Monthly giving programs and recurring gifts allow donors to contribute smaller amounts more consistently while increasing their total annual support.

Expanding engagement. Donors who feel connected often become volunteers, event sponsors, advocates, or ambassadors for your organization.

Upgrading giving vehicles. Some donors may shift from simple annual gifts to larger gifts from their donor-advised funds, corporate matching gifts, or planned giving options.

But none of these things happen automatically. They happen because someone stayed in touch, shared the impact of the mission, and continued the conversation. (and maybe sent a cool photo of their impact!) 

They happen because someone followed up.

2. New Donors

Every organization must continuously welcome new supporters into its community. Donor attrition is real—people relocate, retire, shift priorities, or experience financial changes.

Without new donors entering the pipeline, fundraising eventually declines.

New donors often come from:

* Community events and fundraisers

* Personal introductions from existing supporters

* Corporate partnerships and sponsorships 

* LinkedIn

* Online engagement and social media

* Volunteers who become donors

* Board member networks

But here is the key: meeting a potential donor is only the beginning.

A handshake at an event, a business card exchanged over coffee, or a quick conversation after a presentation is not a relationship—it is simply the start of one.

The real work begins after that moment.

The Real Meaning of Follow-Up

Follow-up is often misunderstood. Many people think it means asking again for money.

It doesn’t.

Follow-up means continuing the relationship.

It can look like:

* Sending a thank-you note after meeting someone

* Sharing a story about the impact of your mission

* Inviting someone to visit your program

* Connecting them with a staff member or beneficiary

* Sending a short update about a project they were interested in

* Sending a Photo that brings your mission to life

Fundraising, like sales, is rarely about a single conversation. It is a series of conversations/communications over time.

Eventually it is often about asking. But if you’ve built a relationship with consistent and meaningful follow-up they will know it’s on the way.

Your ask won’t be a surprise because you will have made clear that your organization needs help and that they are the right person (or foundation or company) to partner with you in making a difference.

That is why I call it the dance of follow-up.

You step forward with an introduction.

You step back to listen.

You share a story.

You invite engagement.

You thank them.

And then you continue the dance.

 The Lesson Brian Never Learned

Brian collected opportunities, but he never activated them. 

He did not understand that most likely NO ONE WILL CALL YOU- You have to reach out!!

The possibilities stayed exactly that—possibilities until you follow up

In fundraising, potential donors sitting in a database without engagement are no different.

Start the conversation today.

Reach out to Team Kat & Mouse and let’s explore how we can help your organization grow its impact and expand its community of support and find you just the right Dancing Shoes!!

Your mission matters.Let’s make sure the resources to support it are growing too.