Podcast Summary: We Are For Good Podcast – Episode 661

Working Session: Closing Major Gifts with Courage with Julie Ordoñez

Release Date: November 26, 2025
Hosts: Jon McCoy (A) & Becky Endicott
Guest: Julie Ordoñez, Founder of Courage Lab

Main Theme & Purpose

This episode is a practical “working session” focused on empowering nonprofit professionals to close major gifts during the crucial giving season. Guest Julie Ordoñez shares hands-on strategies, mindset shifts, and specific language to help fundraisers identify the right prospects, build courage, and ask for more – all rooted in actual experience and real-world examples.

Key Discussion Points & Insights

1. Who Should You Be Asking? (Identifying Major Gift Prospects)

• Narrow Your Focus: Stop trying to reach “everybody.” Focus on those most primed to give in a short period. Avoid overwhelming yourself by casting too wide a net.
• Warm Prospects: Identify people who, in the past 3-6 months, have directly or indirectly offered help, support, or expressed interest. This includes:
  • Direct offers ("Let me know if you need anything").
  • Casual conversations at events, the grocery store, church, coffee shop, etc.
  • Individuals who interact positively with your content (liking, commenting, emailing encouragement).
  • Board members, volunteers, or those offering introductions or to host gatherings.
• Raving (Rabid) Fans: Those consistently and publicly supportive – in person or online.
• Past Giving History:
  • Donors who give via donor-advised funds (DAFs).
  • Donors with a 3+ year giving history (loyal donors).
  • One-time donors (ask to upgrade to recurring/monthly).
  • Volunteers and those previously hosting or helping.

Notable Quote:
"Stop doing that, okay? You’re stressing yourself out...put some focus around your fundraising."
— Julie Ordoñez (02:04)

[03:00] Julie offers a free PDF ("Opportunity Brainstorm") to help generate a focused list of warm prospects.

2. The Importance of Listening & Recognition

• Signals Matter: Be attentive to language where people signal a willingness to help.
• Trust the Intent: Most people who express interest genuinely mean it. Take them up on their offers.
• Don’t Convince Yourself Otherwise: Avoid falling into the trap of doubting people's sincerity or being overly self-reliant.

Notable Quote:
"Stop telling yourself the story that nobody cares, that nobody’s willing to step up, that you’re the only one...spread the love. People want to help."
— Julie Ordoñez (04:23)

3. Mindset: Cultivating Courage to Ask

• Normalize Discomfort: It’s normal to be nervous about asking for money, especially face-to-face or in writing.
• Procrastination Warning: Over-preparing, researching, and strategizing can often be avoidance tactics for the discomfort of asking.
• Courage Defined: Real courage is taking uncomfortable action, not just endlessly preparing.
• Move Beyond Ego: Discomfort is often about ego and fear—remember, the mission is bigger than your fear.

Notable Quote:
"Courage is taking action when you are afraid on behalf of others. You literally cannot be courageous if you’re not taking action."
— Julie Ordoñez (09:12)

[11:56] Julie: “Be willing to do it uncomfortable. Be willing to do it with a pit in your stomach...That’s what everybody did who came before you, and you envy their results.”

4. How to Make the Ask – Practical Language

• Be Specific & Direct: Always ask for a specific amount; don’t use vague language (“Can we count on you this year?”).
• Clarity Helps Donors: Specific asks make it easier for donors to respond—vague requests require extra effort.
• Ask for More: If you’re unsure of the right amount, err on the higher side rather than underestimating.
• Do Not Assume Scarcity: Don’t let one donor’s hardship (“I’ve had to lay off staff”) dictate your approach to all.

Notable Quote:
"If you don’t know how much to ask for, ask for more."
— Julie Ordoñez (13:30)

Example Direct Ask (15:35):
“Hey, you know what, John? Last year you gave $5,000. Our goal is 500,000, and we're about halfway there. Honestly, I’m new at this...but I perceive you to be a generous person...Would you consider giving more than you gave last year? What amount makes sense for you?”

5. Channeling Courage and Taking Immediate Action

• Don’t Wait: Stop delaying—action is essential, mistakes are survivable and often valuable.
• Humility is Key: If you make a mistake, own it. Transparency and humility can build stronger relationships.
• The Real Cost of Inaction: Your community pays the price each time you avoid taking action—don’t let discomfort become a barrier to your mission.

Notable Quote:
"Ultimately, you and your discomfort...you're not paying the price; your community is."
— Julie Ordoñez (15:43)

[17:34] Julie shares that owning mistakes with donors almost always leads to understanding and continued support.

Notable Quotes & Memorable Moments

• On focus:
  “Stop doing that, okay? You’re stressing yourself out...put some focus around your fundraising.”
  (Julie Ordoñez, 02:04)

• On signals:
  “People want to help...take them up on it.”
  (Julie Ordoñez, 04:41)

• On courage:
  “Courage is taking action when you are afraid on behalf of others.”
  (Julie Ordoñez, 09:12)

• On directness:
  “If you don’t know how much to ask for, ask for more.”
  (Julie Ordoñez, 13:30)

• On humility in mistakes:
  “Let your humility guide you. The root of courage is humility.”
  (Julie Ordoñez, 15:50)

• On actionable advice:
  “Don’t wait, don’t put it off, don’t do any more research, don’t do any more preparing. Take action.”
  (Julie Ordoñez, 15:35)

Important Segments with Timestamps

• [02:04] Julie’s guidance on narrowing the list of prospects and focusing energy.
• [03:00] Introduction of the “Opportunity Brainstorm” PDF.
• [06:13] Discussion of “raving fans” and identifying warm leads.
• [09:12] Framing courage as action and addressing mindset barriers.
• [12:29] Language for direct and effective asks.
• [15:35] Julie’s “one good thing” – take action now, ask for more, and channel humility if you get it wrong.
• [17:34] Real-life impact of humility when you make a misstep.
• [18:24] Julie’s offer for more resources ("breakfast burrito" code word for the PDF via LinkedIn).

Resource Mentioned

• Opportunity Brainstorm PDF:
  DM Julie Ordoñez on LinkedIn with the code words “breakfast burrito” for a practical worksheet to identify your best prospects and focus your major gift efforts.

Tone & Style

This episode is direct, energetic, and highly encouraging. Julie Ordoñez cuts through common doubts and fears with practical advice, empathy, and actionable next steps—while the hosts contribute warmth, humor, and affirmation of Julie’s experience and wisdom.

In Summary

Julie Ordoñez brings a refreshingly bold and actionable perspective to closing major gifts, especially during crunch time. The key takeaways: focus your prospecting on warm leads, listen for direct signals, ask directly (and for more), let go of unnecessary prep, and let humility rather than fear guide your mistakes. Above all, take action for your mission—your courage to ask truly makes the difference.