Why Every Frontline Fundraiser Needs a Coach

A few years ago, I spoke with a frontline fundraiser who had everything it takes to succeed. She was smart, deeply committed to the mission, and working incredibly hard — but she felt stuck. Her donors weren’t responding the way she had hoped. Her portfolio felt overwhelming. Every ask felt heavy, and underneath all of it was this quiet fear that maybe she just wasn’t very good at fundraising.

I’ve heard some version of that story hundreds of times over the years. Too many fundraisers are trying to do one of the hardest jobs in the nonprofit sector completely alone. Here’s the truth no one says enough: You have the talent, but you’re struggling because you don’t have a coach.

Even the Best Athletes Have Coaches

Think about the best athletes in the world — Michael Jordan, Tom Brady, Serena Williams. All of them had coaches. 

At the highest levels of performance, nobody says, “I’ve got this figured out. I don’t need guidance anymore.” In fact, the better someone gets, the more coaching they usually seek out. Why? Because coaching creates perspective, accountability, strategy, and focus. Fundraising is no different.

Yet somehow in our profession, we hand someone a donor caseload, assign a huge revenue goal, and expect them to just figure it out as they go. This work is far too difficult, emotional, and nuanced to do in isolation.

I learned this lesson early in my own career. Back in my 30s, I found a mentor who was generous enough to share not only his successes, but also the mistakes, failures, and hard-earned wisdom gathered over decades in fundraising. At first, our conversations felt like mentorship sessions. Over time, those conversations deepened into a real friendship.

He still tells me the truth when I need to hear it, especially when it stings a little. That’s what a real coach does — they help you see what you can’t see yourself.

Fundraising Is Too Complex to Figure Out Alone

One of the biggest myths in nonprofit fundraising is that great fundraisers naturally know what to do. They don’t — at least not always. 

The best frontline fundraisers I know rely on structure, systems, strategy, and feedback. Without that support, even talented people drift.

A fundraiser without coaching is a little like a Formula 1 race car without a driver. The machine may be powerful, but without direction, focus, and constant adjustment, it won’t perform at the level it could. That’s why good coaching matters so much.

It provides three things in particular:

1. Accountability. It means having someone ask you every week whether you’re focusing on the right donors, following through on your plans, and spending your time where it matters most.
2. Focus. Fundraising is full of noise — urgent emails, last-minute events, internal meetings, and random requests. A coach helps you separate what feels urgent from what actually drives donor relationships forward.
3. Strategic thinking. Sometimes you’re simply too close to a donor situation to see it clearly. A coach becomes a second brain, helping you think through challenges, opportunities, and next steps.

The Emotional Weight of Fundraising

People outside this profession don’t always understand that fundraising is deeply emotional work. On any given day, you’re likely carrying donor disappointment and rejected asks. Some days leadership is breathing down your back, placing the emotional weight of the mission squarely on your shoulders. Many fundraisers take that stress home every night.

That’s why coaching cannot be purely tactical. A real coach also asks: How are you doing? Are you burned out? Are you discouraged? Have you lost confidence? Have you forgotten why you got into this work in the first place?Good coaching addresses the tactical — systems, donor strategy, and communication plans — but also the person doing the work.

When frontline fundraisers feel unsupported and isolated, many eventually leave — often every 16 months, according to researcher Penelope Burk. It’s an incredibly expensive, disruptive cycle that damages donor relationships and the mission itself. Healthy organizations understand that investing in coaching and leadership support isn’t optional. It’s part of the mission. 

You’re Not Supposed to Do This Alone

If you’re a frontline fundraiser reading this and quietly struggling, hear this clearly: You are not supposed to know everything already. You are not supposed to carry this work alone. And you are definitely not supposed to become great without guidance.

Find a mentor. Seek out coaching. Lean on trusted colleagues and invite their feedback. Learn to embrace the perspectives you don’t have. Growth in fundraising rarely happens in isolation — it happens through hard truths, encouragement, and lessons gleaned from those who have been there before. 

Even after decades in this work, I still need coaching — and that’s probably one of the reasons I’m still growing. The same could be true for you.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.