The Myth of Perfect Timing: Why Nonprofits Need to Act Now and Iterate Later
By Sandra Davis, CEO & Founder of Donorly
If you've ever said, "Let's wait until the timing is right," you're not alone. But what if waiting is quietly costing your nonprofit more than you realize?
Nonprofit Leaders: Are You Waiting for the Perfect Moment?
As a nonprofit consultant and CEO, I hear it all the time:
“We just need to finish our strategic plan first.”
“Let’s wait until the new Director of Development is fully ramped up.”
“We’re not ready to ask donors yet — let’s hold until things calm down.”
I get it. You want to be thoughtful. Strategic. Aligned.
But here's the hard truth: Perfect timing is a myth.
And while you’re waiting for everything to fall into place, your fundraising momentum may be quietly slipping away.
What Are You Really Waiting For?
You might be telling yourself that you're being responsible, waiting until the stars align before launching a major donor initiative, capital campaign, or new fundraising strategy.
Maybe you’re:
Finalizing a strategic plan
Waiting for board alignment
Hiring or onboarding new staff
Navigating community campaigns or economic shifts
All of these feel like legitimate reasons to pause. But there will always be a reason to wait.
In today’s ever-changing fundraising environment, what looks like patience can often turn into paralysis.
Your job isn’t to wait for flawless conditions. It’s to lead with clarity, act with integrity, and build momentum in motion.
The Cost of Waiting: Lost Donors, Energy, and Opportunity
While you’re perfecting your pitch or crafting the ideal campaign timeline, time is marching on—and so are your donors.
Potential donors lose interest or direct their attention elsewhere
Internal energy fades, replaced by second-guessing and inaction
Board enthusiasm cools as discussions drag on without movement
Urgency diminishes—both within your team and in the minds of supporters
And most importantly, your mission is left waiting
At Donorly, we’ve worked with nonprofits that delayed launching a campaign, only to find themselves restarting months or years later with a different board, fewer warm leads, and less internal momentum.
Nonprofit fundraising success thrives on action and forward momentum.
Capital Campaigns Demand a Head Start
If you’re preparing for a capital campaign, this point is even more urgent.
Capital campaigns often take 3-4 years from concept to completion. In that time, you’re likely to face:
Economic downturns
Leadership transitions
Donor attrition
Global events (remember 2020?)
If you’re waiting for a “clean slate” moment to begin, you’ll be waiting forever. Meanwhile, donors are supporting other causes, and your organization risks missing transformational opportunities.
Instead of perfect timing, aim for a strong start. A campaign needs to be strategic, responsive, and steady.
Progress Over Perfection
At Donorly, we help nonprofit leaders break the cycle of over-planning and under-acting.
We love and action-oriented framework: Action → Feedback → Iteration → Progress
We’ve guided clients through successful fundraising efforts that didn’t have every board member on board from Day 1 (not ideal, but momentum gets the skeptics on the bandwagon quickly). We’ve helped launch capital campaigns before the final logo or naming policy was approved. And each time, momentum bred clarity.
Our fundraising strategies are built for real-world conditions, not ideal scenarios.
Whether through our Prospect Research, Jumpstart, Capital Campaign Accelerator, or Major Gifts Moment Builder programs, we equip nonprofit teams to make informed decisions, test and learn, and move forward—without waiting for perfect timing.
You Don’t Have to Be Reckless—Just Ready Enough
This isn’t about winging it. It’s about acting with intention even when conditions are imperfect.
Here’s how to begin:
Get clear on your goal. What change are you trying to drive? Why now?
Use real data. Know your donor base, what’s worked before, and your biggest opportunities.
Engage your board. Let them know that iteration is part of the process—not a sign of disorganization.
Start small, but start. Mini-campaigns, donor surveys, and test messaging can help you gain traction quickly.
The most resilient fundraising strategies are adaptive. They allow for course correction, learning, and growth—all while moving forward.
Build a Culture That Moves
Nonprofit organizations that thrive are building cultures of iteration, learning, and momentum.
They’re:
Launching bold initiatives before every “i” is dotted
Learning from missteps and improving in real time
Testing messages to see what resonates with donors
Engaging their teams and boards in an ongoing process—not a one-time push
This is the kind of culture we help clients build:
One that sees motion as essential.
One that invites participation.
One that turns action into impact.
What if your board understood that fundraising is dynamic and not one-and-done?
What if your team had permission to try, learn, and adjust?
What if campaigns were seen as movement-building?
Ready to Take the First Step? Here’s How to Start Now:
You don’t need to overhaul everything overnight. Here are 4 small but impactful steps your team can take this week:
Schedule 5 one-on-one donor conversations to test messaging and rekindle relationships
Run a micro-campaign (like a challenge match or pop-up giving day) to energize supporters
Pitch a bold idea to your board and invite discussion
Complete your Fundraising Strategy Audit or schedule a free 30-minute consultation with Donorly to assess your readiness
Don’t Wait for the “Right Time”—Create It.
If you’re looking for a sign to start, this is it.
Momentum comes from moving—thoughtfully, courageously, and consistently.
And the sooner you begin, the sooner you’ll learn, grow, and raise the support your mission deserves.
Let’s Build Momentum — Together.
Whether you’re considering a capital campaign, planning your year-end fundraising strategy, or simply trying to get your development efforts unstuck, we can help.
Because you don’t need perfection to make progress.
You just need to start.
