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It’s easy to believe that working harder equals working better. Your team is pulling 70-hour weeks, scrambling to meet fundraising deadlines, and piecing together patchwork solutions to growth. But the revenue line? Barely budging. If that sounds familiar, you’re not alone—and it doesn’t have to stay that way.
In this episode of Tellwell the Podcast, host Max Kringen sits down with Sherry Quam Taylor, a fundraising strategist and founder of QuamTaylor LLC, to challenge the idea that hustle is the only way forward. Sherry’s work centers around helping mission-driven leaders shift from transactional fundraising to investment-level conversations that lead to scalable, sustainable growth.
Here’s what nonprofit leaders need to understand: you don’t need to work harder—you need to work differently. And that starts with rethinking your nonprofit revenue strategy.
What Is a Nonprofit Revenue Strategy—and Why Does It Matter?
A nonprofit revenue strategy is more than a calendar of campaigns and events. It’s a roadmap that aligns your financial goals with your organizational mission. Most nonprofits focus on short-term wins—appeals, events, grant cycles—while neglecting the long-term vision for general operating revenue and donor relationships that scale.
According to Sherry, many leaders confuse activity with progress.
“So many nonprofits are leaving money on the table—not because they don’t care, but because they haven’t been shown a better way to fundraise.”
A true revenue strategy invites leaders to slow down, zoom out, and invest in the systems, skills, and conversations that lead to transformational giving. It’s not about abandoning events or appeals altogether—it’s about anchoring them in a broader plan that supports major gift fundraising, unrestricted funding, and long-term sustainability.
How Can Nonprofits Shift from Events to Major Gift Fundraising?
If you’re still relying on your annual gala or Giving Tuesday campaign to secure the bulk of your funds, you’re stuck in what Sherry calls the “event treadmill.” It’s exhausting. It’s time-consuming. And it rarely produces the transformational gifts your organization needs.
“Your mid and major level donors are never going to give their best gift at an event,” Sherry says. “That kind of giving happens in a one-on-one conversation rooted in trust.”
Sherry isn’t anti-event—but she’s clear about their role. Events should be one step in a donor’s journey, not the destination. Too many leaders celebrate when a major prospect finally attends a fundraiser, then miss the chance to follow up with a deeper conversation. Instead of hoping for big checks in the room, leaders should:
- Use events to inspire and educate
- Identify high-capacity guests and follow up with personalized outreach
- Invite donors into investment-level conversations tailored to their values
If your development team is buried in logistics and RSVP tracking, they’re not building relationships. Reclaim that time and energy for what matters most: building trust, telling your financial story, and asking for transformational gifts.
What’s Holding You Back? The Cost of “Irrational Frugality”
One of Sherry’s most provocative insights is this: many nonprofit leaders are stuck in a mindset of “irrational frugality.” You’re trying to make massive growth happen with tiny investments—and it’s costing you more than you think.
Whether it’s debating whether you can afford a $20,000 website or hesitating to bring in a $30,000 fundraising coach, nonprofit teams often default to the lowest possible spend. That instinct feels safe, but in many cases, it’s the riskier move.
“We say we want to 3x our growth,” Sherry says. “But then we won’t invest 2% of the budget to get there. That’s not risk-averse—it’s playing small.”
To shift out of scarcity thinking, ask:
- What percentage of our overall budget is this investment?
- What’s the real cost of continuing as we are?
- What might this unlock if it works?
You wouldn’t ask a major donor to give without a clear story of return. So why hold your own organization to a lower standard? A smart nonprofit revenue strategy requires spending strategically to build capacity, not patching holes with one-off solutions.
What Are Investment-Level Donor Conversations—And How Do You Lead Them?
Many nonprofit leaders think they’re doing major gift fundraising—but they’re not having investment-level donor conversations.
These conversations aren’t about asking for “a little extra support” at the end of the fiscal year. They’re about presenting a compelling financial story that invites a donor to truly partner in the mission.
Here’s what that looks like:
- Framing your organizational growth in terms of impact and investment
- Sharing real budget needs, including overhead and infrastructure
- Building relationships that focus on long-term partnership, not just one-time gifts
“Fundraising fixes cash flow. But not all fundraising fixes the right problems,” Sherry explains. “Grants, events, appeals—they have their place. But major gifts provide the flexibility and scale that organizations need to truly grow.”
Too many fundraisers have never been trained in how to lead these conversations. They’re amazing at grant writing, appeals, and planning events—but lack the confidence or tools to sit down with a major donor and ask for an unrestricted six-figure gift. That’s a solvable problem—with the right investment in coaching, training, and messaging.
How Do You Stop Hiding and Show Up as a Real Leader?
For many leaders, the hardest part of growth isn’t strategy. It’s mindset. And one of Sherry’s most powerful lessons is about visibility.
“Your donors aren’t hiding from you. You’re hiding from your donors,” she says.
It’s a tough truth. But it’s also a liberating one.
Sherry shared how this realization changed her own business. She stopped waiting for referrals and started showing up consistently—on LinkedIn, in her email list, in rooms with potential clients. That shift didn’t just grow her business. It transformed how she serves.
The same principle applies to nonprofit leaders:
- Stop hiding behind email. Pick up the phone. Make the ask.
- Stop treating donors like ATMs. Build real relationships.
- Stop playing it safe. Invest in the growth you say you want.
Whether it’s your board, your team, or yourself—modeling courage matters. Fundraising is not begging. It’s inviting people to participate in something meaningful. The only way to do that is to show up as your full, human self.
Action Steps: What You Can Do This Week
Here are five specific things nonprofit leaders can do now to start rethinking their revenue strategy:
- Audit your calendar. Identify the top 3 time-consuming fundraising activities, and ask whether they align with your revenue goals.
- Segment your donors. Highlight 10 donors who’ve given mid-level or event gifts and plan personalized outreach for one-on-one conversations.
- Rewrite your ask. Replace generic appeals with language that frames giving as an investment in future impact.
- Talk to your board. Educate them on the difference between transactional fundraising and relationship-based giving.
- Invest in your team. Fundraising skills—especially major gift conversations—can be learned. Get training or coaching if needed.
Remember: sustainable growth isn’t about working more hours. It’s about making better choices with the hours you already have.
About the Guest
Sherry Quam Taylor is the founder of QuamTaylor LLC and a trusted expert in nonprofit growth strategy. With over a decade of experience helping mission-driven organizations unlock major gifts and scale general operating revenue, Sherry is known for her straightforward approach, strong coaching, and deep belief in nonprofit leaders. Learn more at https://www.quamtaylor.com
About Tellwell the Podcast
Tellwell the Podcast is hosted by Max Kringen of Tellwell Story Co., a creative storytelling agency serving nonprofits, higher ed, and mission-driven organizations. Each episode explores how strategic storytelling and intentional growth fuel meaningful change. Listen, learn, and lead better.
🎧 Listen to the episode: https://wetellwell.com/podcast
Ready to Scale Your Mission?
If you’re ready to shift from busywork to bold growth, Tellwell is here to help. Whether it’s fundraising strategy, creative campaigns, or a full rebrand, we partner with nonprofits to clarify their message and grow their impact.
