What the Fundraising, Episode 263: Reframing Fundraising – Unlocking Donor Potential with a Data-Driven Approach (Karen Kelly)

Podcast: What the Fundraising
Host: Mallory Erickson
Guest: Karen Kelly (Development Manager, Anne Arundel County Food Bank)
Date: October 14, 2025
Duration: ~28 min (excluding non-content sections)

Overview

In this episode, Mallory Erickson sits down with Karen Kelly to explore what it means to truly own the identity of "fundraiser." The conversation centers on reframing fundraising, using data and strategy to unlock hidden donor potential, and embracing diverse identities and skill sets within the profession. Karen shares her journey from accidental fundraiser to data-driven development leader, and offers actionable advice for nonprofit professionals looking to shift both their mindset and tactics for greater fundraising success.

Key Discussion Points & Insights

1. Redefining Fundraising Identity

• Karen recounts her path from nonprofit founder (Through the Heart) to her current role at Anne Arundel County Food Bank.

• She didn’t initially see herself as a “fundraiser”—her focus was simply on finding resources to keep organizations running.

• Quote:

  “I just never thought of it that way. My title was not fundraiser or development or had anything to do with that… But, it was just never something that I ever considered to be part of my identity, and I never considered myself any good at it.”
  — Karen Kelly (04:45)

• It was only after a year of intentional donor outreach, training, and program growth that she realized,

  “Wow, I think I’m a fundraiser.”
  — Karen Kelly (07:28)

• Mallory and Karen validate that many nonprofit professionals resist the identity “fundraiser,” often due to misconceptions about required personality traits or skills.

2. Breaking Fundraiser Stereotypes

• Karen describes herself as an “introvert” who always believed fundraisers had to be outgoing, energetic networkers.

• Realized that skills like data analysis, strategy, and planning matter just as much, especially in smaller teams.

• Quote:

  “I’m a savage introvert. I have social anxiety… Fundraising is also… especially data. A lot of the success that I found was because of data that we have, [and] strategies that we put together. It’s building plans.”
  — Karen Kelly (08:50)

• Mallory affirms the value of different personalities in fundraising:

  “If you never want to be the person who’s talking to anybody, like, you can be a great fundraiser and raise a lot of money and not be that person… We need more diversity of people in all different ways across fundraising.”
  — Mallory Erickson (11:08)

3. Shifting Internal Narratives and Building Community

• Karen encourages fundraisers to connect with others to reshape their own self-talk.
• She began engaging more on LinkedIn, consuming content and joining discussions before sharing her own thoughts.
• Connecting with peers showed her that similar challenges are common, decreasing isolation and self-doubt.
• Quote:

  “Even just reading what’s out there and commenting and just engaging… you realize, one, a lot of people are going through similar challenges that you are, whether you’re early in your career, at any point in your career…”
  — Karen Kelly (13:32)

4. Fundraising as Relationship Building, Not Transaction

• Karen emphasizes reframing the donor “ask” as an invitation to invest and be part of the organization’s impact, not merely a request for money.

• This mindset shift makes fundraising less nerve-wracking and more relationship-driven.

• Quote:

  “You’re not asking them for dollars, you’re asking for them to invest in the work that you’re doing… it’s not just ‘we need your money so that we can do X,’ it’s ‘we need you to be a part of this… We’re building a better future together.’”
  — Karen Kelly (16:38; echoed at 00:00 and 16:37 for emphasis)

• Mallory highlights how this reframing changes the long-term, collaborative nature of donor relationships, moving away from guilt or scarcity-based appeals.

  “That shift in language really changes the immediacy and the transactional nature of the invitation.”
  — Mallory Erickson (19:23)

5. Leveraging Data for Strategic Decision Making

• Karen explains how her organization’s fundraising growth—23% increase in recurring giving, 12% recapture rate of lapsed donors—stemmed from data-driven strategies.

• The team scrutinized donor data, cleaned databases, and crafted targeted outreach (e.g., focused campaigns on lapsed donors who hadn't been contacted in years).

• Quote:

  “We’ve also refined our appeals. We have made decisions based on the data that we get from those appeals, and everything that we do is very strategic… it’s also not an accident that we’re getting to where we are.”
  — Karen Kelly (21:56)

• She encourages fundraisers not to fear “bad” data (like lapsed donors), but to see it as an opportunity.

• “I remember when I first started this project, the statistics were if they were three years or more lapsed, the likelihood of them donating again was very, very slim… We’ve actually had some success with that population.”
  — Karen Kelly (25:57)

• Mallory notes that many fundraisers feel shame over lapsed donors, but Karen’s approach is to treat every list as potential, not a source of embarrassment.

  “You’re looking at hard data that sometimes leads fundraisers and teams to self-doubt or paralysis or fear… But you guys didn’t do that. You were like, what an opportunity.”
  — Mallory Erickson (25:19)

6. Encouragement and Advice for Fundraisers

• Karen and Mallory close with advice:

  • Embrace your unique strengths and identity—there is no one “right” type of fundraiser.
  • Lean into the community, both in-person and online, for learning and support.
  • Use data as a tool for possibility, not judgment.
  • View donors as partners in mission, not just contributors of funds.

• Connect with Karen Kelly on LinkedIn: Karen J. Kelly

• For more about Anne Arundel County Food Bank: aafoodbank.org

Notable Quotes & Moments (with Timestamps)

• “You’re not asking them for dollars, you’re asking for them to invest in the work that you’re doing… We are in this together. We are building a better future together.”
  — Karen Kelly (00:00, 16:37)

• “I think I’m a fundraiser.”
  — Karen Kelly (07:28)

• “Fundraising is also… especially data. A lot of the success I found was because of data… It’s building plans.”
  — Karen Kelly (08:50)

• “If you never want to be the person who’s talking to anybody, you can be a great fundraiser.”
  — Mallory Erickson (11:08)

• “It’s not just ‘we need your money so that we can do X,’ it’s ‘we need you to be a part of this…’”
  — Karen Kelly (16:38, 00:00)

• “That shift in language really changes the immediacy and the transactional nature of the invitation.”
  — Mallory Erickson (19:23)

• “It’s also not an accident that we’re getting to where we are.”
  — Karen Kelly (21:56)

• “You’re looking at hard data that sometimes leads fundraisers and teams to self-doubt or paralysis or fear… But you guys didn’t do that. You were like, what an opportunity.”
  — Mallory Erickson (25:19)

Timestamps for Important Segments

• [00:00] Karen’s philosophy shift: Donors are partners, not ATMs.
• [03:41] Karen’s professional journey; “accidental fundraiser” origins.
• [08:42] Breaking myths: introverts and data people can be great fundraisers.
• [12:57] Advice on finding community and shifting identity—LinkedIn as a resource.
• [16:37] Relationship-building over transactional asks.
• [21:48] How data-driven approaches led to real fundraising wins (recurring gifts, lapsed donor recapture).
• [25:17] Overcoming donor database shame; treating it as opportunity.

Conclusion

Karen Kelly’s story is a testament to the diversity of strengths needed in fundraising, the power of data-driven strategy, and the importance of redefining fundraising as meaningful, community-building work. For nonprofit leaders and professionals, this episode offers both reassurance and actionable ideas: own your unique path, embrace a data-informed mindset, and treat every donor interaction as a chance to build authentic partnership.

Connect with Karen:
LinkedIn – Karen J. Kelly
Anne Arundel County Food Bank

For resources, show notes, and transcripts visit malloryerickson.com/podcast