Nonprofit Lowdown Episode #349: Fundraising Across Generation Divides with Connor Kirkpatrick

Release Date: August 4, 2025
Host: Rhea Wong
Guest: Connor Kirkpatrick, Director of Development at Book Harvest

In episode #349 of "Nonprofit Lowdown," host Rhea Wong sits down with Connor Kirkpatrick, the Director of Development at Book Harvest, to discuss effective fundraising strategies across different generations. The conversation delves into Connor’s experiences, the impact of Rhea’s Big Ask Gift program, the significance of data-driven approaches, building a culture of philanthropy, overcoming age-related challenges in fundraising, and innovative methods for donor engagement.

About Connor Kirkpatrick

Connor Kirkpatrick brings a wealth of experience to Book Harvest, a North Carolina-based nonprofit dedicated to fostering literacy among children. Having participated in Rhea Wong’s Big Ask Gift program two years prior, Connor shares how the program has been instrumental in shaping his approach to fundraising and relationship-building.

Connor Kirkpatrick [03:37]: "The tools that I learned from you, Rhea, through your program have really prepared me to generate, talk and build relationships with people that want to invest in this exciting work."

Book Harvest: Mission and Growth

Connor provides an overview of Book Harvest’s mission: “books for every child, support for every parent, and literacy for every community.” Founded in 2011 by Ginger Young, the organization has grown remarkably, distributing over 2.5 million books across North Carolina with an annual budget of approximately $7.3 million.

Connor Kirkpatrick [02:37]: "Book Harvest was born out of a garage full of 10,000 books, and now, fast forward over a decade later, we've given out 2.5 million books across the state."

Big Ask Gift Program vs. CFRE

Rhea explores the differences between her Big Ask Gift program and the Certified Fund Raising Executive (CFRE) certification. Connor highlights that while CFRE focuses on ethical fundraising and traditional best practices, Rhea’s program equips fundraisers with robust business skills essential for building major gifts programs and fostering high-level relationships.

Connor Kirkpatrick [04:11]: "What you teach, Rhea, is strong business skills of what it takes to actually build your major gifts program from the ground up. And that is invaluable."

Tangible Results from Coaching

Connor attributes significant growth in Book Harvest’s fundraising metrics to Rhea’s coaching. The organization has increased its major donors from eight to a target of 24, aiming to raise one million dollars in new individual gifts within the year.

Connor Kirkpatrick [05:35]: "A couple years ago, before I joined this organization, we started at eight major donors. This year we have a goal of 24 major donors, and we are on track to reach that goal."

Data-Driven Development: Metrics and CRM

The discussion shifts to the importance of data in fundraising. Connor emphasizes the use of the Virtuous CRM system, praising its integration with donor search and engagement tracking. Key data points include philanthropic history, alignment with organization values, and donor capacity. Engagement metrics such as email opens, clicks, and event attendance are also crucial.

Connor Kirkpatrick [07:10]: "The best data is the conversation with the donor. Sometimes to get to that place, we need to look at factors and do our research to build a holistic viewpoint."

Building a Culture of Philanthropy

Connor explains how Book Harvest has cultivated a culture where everyone, including program staff, is actively engaged in fundraising. This integrated approach ensures fundraising is viewed as essential for program growth and effectiveness.

Connor Kirkpatrick [12:24]: "Bringing those two things together, growth and building an exceptional program has made program leaders realize the value of understanding the full equation, including the resource side."

Overcoming Age-Related Obstacles in Fundraising

Addressing generational divides, Connor discusses the initial challenges of appearing youthful in a field dominated by older donors. He emphasizes the importance of competence and relationship-building to mitigate biases related to age.

Connor Kirkpatrick [16:52]: "People may have an initial objection based on my age, but it subsides when they meet me and see my competence and genuine interest."

Strategies for Donor Engagement Across Generations

Rhea and Connor share innovative strategies for engaging donors from different age groups. They discuss the effectiveness of traditional methods like handwritten letters and lumpy mail, as well as modern approaches such as personalized video messages. Connor highlights the success of sending books as part of acknowledgment and utilizing services like Handwritten to scale personalized communication.

Connor Kirkpatrick [22:53]: "At Book Harvest, we send people a book in the mail for year-end appeals, which has been a highly engaging and effective approach."

Modernizing Communication: Lumpy Mail and Video Messages

Rhea emphasizes creative communication strategies to capture donor attention amidst digital overload. She advocates for "lumpy mail" and personalized video messages as ways to stand out.

Rhea Wong [21:27]: "Send a letter handwritten on the envelope, put a little something to make it bumpy to generate curiosity."

Rhea Wong [23:02]: "Take a quick video, personalize it, and send it via text or email to connect authentically."

Connor concurs, noting the importance of multiple touchpoints to truly thank donors and build lasting relationships.

Connor Kirkpatrick [24:12]: "I think somebody told me recently a donor needs to be thanked seven times to actually get the feeling that they have been thanked."

Thoughtful Language in DEI Initiatives

The conversation turns to the sensitivity around DEI (Diversity, Equity, and Inclusion) language in nonprofit marketing. Connor discusses Book Harvest’s approach to articulating their mission without the politically charged abbreviations, opting instead for clear, individual terms to communicate inclusivity effectively.

Connor Kirkpatrick [35:28]: "When we spell it out and talk about each word—diversity, equity, inclusion—it helps avoid the politicized nature of abbreviations like DEI."

Closing Advice for Aspiring Fundraisers

Ending on a personal note, Connor offers advice to those starting their careers in fundraising. He emphasizes the importance of owning mistakes, being vulnerable, and knowing oneself to lead authentically and effectively.

Connor Kirkpatrick [37:20]: "Know thyself, spend time to figure yourself out, and lead with an open heart."

Conclusion

Rhea wraps up the episode by highlighting the valuable insights shared by Connor Kirkpatrick. The discussion underscores the importance of bridging generational gaps in fundraising, leveraging data and personal connections, and maintaining thoughtful communication strategies. The episode offers a comprehensive look at evolving nonprofit fundraising tactics and the essential skills needed to navigate them successfully.

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