Fly fishing is a hobby of mine that probably consumes too much of my time. Having spent a cold fall morning knee deep in a mountain stream more times than I can remember, the similarities between good fundraising and good fly fishing are pretty striking (pun intended).

If you aren’t a follower of the sport, or are unsure what fly fishing is, it’s a type of fishing where you use a special rod and hand crafted artificial lures, or “flies”, as your bait rather than live worms or minnows. The rod is designed to be very lightweight, making the fisherman more attune to every motion happening in the water. It is heavily technique-driven, and many great fisherman struggle to even cast correctly when they first pick up a fly rod.

If you asked various fly fisherman what the secret to success is, they would all have an answer. Some would say it’s about using the right fly, others might say it’s about timing or where you are casting. Some might say it’s what you ate for breakfast (the fish can sense it).

The truth is, it’s a combination of being in the right place, at the right time, with the right equipment to land the fish you’ve been chasing for hours. If you’re a professional fundraiser or founder, the analogy might already be ringing loud and clear.

Technique & Approach

As I said, the fly rod is a fishing rod that is so surprisingly light that some people wonder if they’re missing a piece when they first pick one up. Casting the rod relies almost exclusively on the weighted leader that is attached to the fly line. In contract to most fishing, where you put something heavy on the end and give it a sling, fly fishing doesn’t rely on weight to put the line in the right place. It’s all about the handler’s technique and approach.

Similarly, fundraising isn’t purely about spotting a big fish and throwing something meaty in front of it. Just because you have a great idea or mission, and you know a donor who should be interested in that mission, does not mean that simply getting in touch with them or getting your organization in front of them will make them support you. Every relationship has to be crafted. The right lure, at the right place, with the wrong technique will end in disappointment. Practicing good stewardship and technique is key to landing both big fish, and your most valuable supporters.

Of course, technique only matters when you’re casting at the right fish.

Understand Your Target

Just as trout demand a different setup than bass, each donor requires a different approach. A formulaic script won’t cut it. You need to know what motivates them, how they like to be engaged, and what makes them bite.

Some donors want to support you because they feel personally connected to your mission, and may even consider becoming a legacy or recurring donor. Others might have only a fleeting connection through a colleague, or perhaps they have received a sum of money and want to make various one time contributions to different charities.

The point is that you should know your target every single time. You need to know what drives them, what style of stewardship they appreciate most, and perhaps, what they like to eat.

Timing

Timing may be the most important aspect in both fundraising and fly fishing. I can’t count the number of times that I have done seemingly everything right, but the timing was just off. I researched my target extensively, used exactly what the situation called for, poured my heart into the presentation, only to be left wondering what I had done wrong at the end. If you aren’t sure whether I am talking about fishing or fundraising, that’s the point.

Sometimes it simply comes down to it being the wrong time. Fish have feeding cycles that are somewhat predictable, but not a certainty. You might catch 20 on an overcast morning in the fall, and then catch nothing on a similar day exactly a year later in the same spot. Donors, on the other hand, have personal lives and everything that comes with being human. Maybe it’s not a good time financially for them. Perhaps they are dealing with a tragedy or a major life event.

Whatever the case, today’s failure is not always tomorrow’s answer. When you know that you’re doing all the right things, it is much easier to accept that some days just won’t be your day. Leaving the stream - or the office - empty handed when you’ve tried your best doesn’t always mean you need to go back to the drawing board entirely. It’s not a reflection on you or your process, but rather an expected variance, built in to the game that we’re addicted to.

Fundraising, like fly fishing, is less about perfection and more about persistence. Some days the line comes back empty, but if you keep doing the right thing every single time, the big catch eventually comes. So pack up the truck, tie another fly, and cast another line.

Nonprofit News

Free Consultation

Our development firm, Freedom Forge Strategies, helps nonprofits of all sizes set up simple, effective fundraising & development systems.
➡️ Click this link to book a free consultation

Seeking Founder Testimonials

One of the ideas I have for this newsletter is to feature some testimonials and stories from founders in an occasional spotlight. This is a great opportunity for organizations or leaders who want to bring attention to their cause and share what has - and hasn’t - worked for them.

If you’re interested and want to discuss, please respond to this email! I’d be happy to talk with you.