Why is fundraising difficult?
Question submitted by: Angonimi David-Imeh, Hope Raisers Global Foundation, Nigeria
Fundraising is often described as difficult because it sits at the intersection of leadership, mindset, skill, and systems. In reality, fundraising is simple – but it is not easy.
Most founders, executive directors, and CEOs of NGOs are deeply gifted in the technical and programmatic aspects of their work. They start organisations to solve problems, serve communities, and advance a mission – not to raise money. As a result, fundraising is frequently viewed as a secondary activity: a means to an end rather than a core function of the organisation. It becomes something to tolerate, delegate, or postpone, rather than something to lead.
This perception creates a fundamental challenge. When fundraising is treated as an inconvenient add-on, it lacks clear ownership, strategic thinking, and consistent investment. Leaders often focus on delivery and impact, assuming resources will follow automatically. When they do not, fundraising is experienced as stressful, unpredictable, and emotionally draining.
In many contexts, particularly across Africa, fundraising is also difficult because it has not been systematically professionalised. Few leaders have been trained in fundraising as a leadership discipline. Unlike the for-profit sector, where marketing and sales are understood as central to organisational survival, fundraising is rarely positioned as a core leadership responsibility in NGOs. This skills gap leads to reactive, short-term fundraising efforts rather than intentional, relationship-driven strategies.
Fundraising becomes easier when it is reframed. It requires leaders to invest in their own fundraising knowledge, build supportive infrastructure and systems, and commit to continuous learning and adaptation. When fundraising is treated as a strategic, relational, and learnable function, rather than a nuisance or necessary evil, it becomes more predictable, more sustainable, and ultimately more aligned with the organisation’s mission and impact.
(This answer was provided by Dr Michael Kiragu, a Kenyan fundraising expert, and Founder and Principal Consultant at Bell Consultants)
