Becoming a Philanthropic Advisor: The New Normal in Fundraising

By Andy Ragone

The world of fundraising is changing. Fast. It's no longer enough to be the person who asks for gifts. Donors today want to do more than give — they want to belong. They want to see their values reflected in the causes they support. After all, they got involved with your organization because they knew they couldn't do it by themselves. And they want someone who can help them make a difference in a smart, lasting way.

That's where the role of philanthropic advisor comes in. Instead of focusing only on the "ask," your role shifts to guiding — helping people discover how they can use their resources to live out their values. Your job is to help people tell their story about who they are. But, make no mistake. This means you will need to be curious enough to learn what their story is about, and that requires the effort to build a relationship.

Why People Give

Every gift starts with a story.

Maybe it's the story of a loved one who was helped years ago. Perhaps it's gratitude for opportunities that changed their life. Or maybe it's a deep belief that the world can be better — and that your organization is the way to make it happen.

What if you found a way to connect their story with your cause?

People give because your mission feels like their mission. They give when your organization's values help them express who they already are. It's not persuasion — it's alignment.

But there is much more to it.

What's Beneath the Surface

Of course, donors have more than one reason for giving. Beneath every generous act is a mix of emotion, identity, and even strategy.

Some want to be remembered. Some want to belong. Some want to ensure their support continues well into the future. And yes — some want to give in a way that's smart financially, saving money on taxes while helping more people.

There's nothing wrong with that. In fact, understanding those motivations is how you move from fundraiser to advisor. When you can see the whole picture — heart and mind, meaning and money — you become more than a solicitor. You become someone they trust.

Listening for the Clues

Donors rarely announce, "I'm ready to make a major or planned gift." In fact, they may not even realize that they can make a major or planned gift.

Instead, they drop hints — little "tells" in what they say and do:

• "I wish I could do more, but…"

• "This organization has been part of my life."

• "We need to update our estate plan."

• "Our kids are doing fine financially."

• "Tell me more about giving from my IRA."

Those are doorways. They tell you something deeper: the donor is thinking long-term, thinking opportunity, and even thinking legacy. She may be thinking about impact well beyond this year.

Your role is to walk through those doorways — with curiosity, not pressure.

Asking Better Questions

Philanthropic advising starts with asking better questions. Not "How much can you give?" but:

• "Do you prefer to make an impact right now, or leave a legacy that lasts?"

• "Have you ever thought about giving in a way that puts more of your tax money back in your pocket — like using stock or retirement funds?"

• "Would it help if I shared how others have balanced their financial goals with their giving?"

These aren't financial questions — they're human questions. They show respect. They spark imagination. They invite partnership.

When you ask them with genuine curiosity, donors begin to see you differently — not as a fundraiser, but as an ally in living out their values.

The Shift

The future of fundraising belongs to those who stop talking at donors and start thinking with them. It's a shift from transactions to transformation. From urgency to purpose. From short-term goals to long-term vision.

When you become a philanthropic advisor, you stop chasing gifts — and start building long-term partnerships. And that's not just better fundraising. That's better, humanity.

Try This

This week, notice the next time a donor gives you a "tell." Instead of responding with a pitch, pause, and get curious. Ask one question that helps them imagine their potential impact — and listen, really listen, to what they say.

That's the start of something bigger than a campaign. It's the start of a relationship built on purpose.