I think a lot of us in this sector have been there.
You hire a great fundraiser, hand them a portfolio, give them their targets, and say: go get 'em.
And then you wonder why they're struggling six months later.
That's how you learn the hard way that teaching people how to fundraise is not the same as coaching them to be great at it. And that difference really, really matters.
Fundraising is deeply personal work. You are inviting someone into a relationship — asking them to be part of something that matters.
That takes confidence, resilience, and a real understanding of who you are as a person sitting across the table.
Last month, Sarah wrote about major gifts as a system — the cycle of identification, cultivation, solicitation, stewardship. The structure that turns a fuzzy, intimidating process into something you can actually follow. She's right.
The system matters enormously.
But here's what I've seen over and over: you can hand someone a perfect system and they'll still freeze at the moment that counts.
Not because they don't understand the steps. Because nobody ever helped them practice the hard parts.
So to help fundraisers practice, we focus our coaching on three fundamental things:
Emotional readiness and confidence. The internal work of showing up grounded, calm, curious, and genuinely present in high-stakes conversations.
Connection to the mission. Staying donor-centred rather than outcome-driven, so urgency and passion become assets instead of liabilities.
A long-game mindset. Building relationships and careers with intention, so every conversation connects to something bigger.
Great coaching creates the space for honest feedback and open communication. It builds a culture of growth – where people aren’t afraid to question, to understand, to make changes.
For me, and for my team, coaching isn't something we squeeze in when we can. It's how we build fundraisers who can weather the storms, soar in the blue sky, and keep showing up for the communities that need them most.
And it's what we've built the Kittiwake Academy around.
We can't wait to work with you.
Joanne
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