The Best Fundraising Tactic Ever - Vegas Style

Tom Iselin
Mar 1, 2018
4 min read

Updated: Dec 12, 2025

Learn one simple fundraising tactic that can catapult your fundraising efforts!

The Best Fundraising Tactic Ever - Vegas Style

Today I want to talk with you about the single best fundraising tactic ever—and we’re going to do it Vegas style.

Back in the 1980s (which dates me a little), I was a stock options trader at the Chicago Mercantile Exchange. I was one of those guys yelling and screaming on the trading floor all day. And yes, in some ways, that world looks a lot like gambling.

But here’s the key difference:Successful traders don’t rely on luck—they weigh risk and reward and learn how to beat the odds.

The same exact principle applies to fundraising.

Playing the Odds: What Fundraising Can Learn from Vegas

In blackjack, you’re playing against the house—and the odds favor the house.

But skilled players know how to:

Understand the odds
Bet at the right time
Use strategies (like card counting) to shift the advantage

They don’t eliminate risk—but they increase their chances of winning.

Fundraising works the same way.

You’re not gambling, of course—but you are trying to increase the likelihood that a donor will say yes. Your job is to put the odds in your favor.

The Most Important Fundraising Statistic You Need to Know

Here it is. Read this carefully:

More than 80% of all money donated to charities comes from individuals
80% of that individual giving comes from face-to-face fundraising

Let that sink in.

That means nearly 65% of all charitable dollars come from one channel:face-to-face asking.

Now ask yourself honestly…

The Opportunity Gap Most Nonprofits Ignore

How much time is your organization spending on face-to-face fundraising?

5%?
10%?
15%?

That’s the average.

But nearly 70% of the money is coming from that method.

That’s not a small gap—that’s a massive opportunity gap.

Yes, grants matter.Yes, galas matter.Yes, government contracts matter.

But if you want to raise significantly more money, you need to play where the odds are highest.

Why Face-to-Face Fundraising Works So Well

Here’s another critical statistic:

More than 70% of people will say yes when asked for a gift in a face-to-face setting

Seven out of ten.

Think about that.

“John, would you be willing to give $500 to support the Hunger Coalition’s new soup kitchen?”

That’s it.

Face-to-face fundraising:

Is efficient
Often takes only an hour
Allows for real dialogue
Builds relationships
Creates emotional connection

You simply can’t replicate that in an email or a grant proposal.

The Power of Emotional Connection

Now here’s where it gets even better.

90% of people will say yes when:
- They’ve volunteered
- They have an emotional connection to your nonprofit
- They are asked where the programming actually happens

When donors see your work firsthand—when they feel it—they are far more likely to give, and give immediately.

Emotion drives action.Connection drives generosity.

What This Means for Your Fundraising Strategy

If most of the money is coming from face-to-face asks—and you’re only spending 5–15% of your time there—something has to change.

You need to:

Increase face-to-face fundraising to 35%, 45%, even 50%
Reallocate time and resources
Possibly spend less time on lower-yield activities

Is that always easy? No.

Is it worth it? Absolutely.

Because the math doesn’t lie.

How to Beat the House (Fundraising Edition)

If you want to raise more money, here’s the formula:

Spend more time with donors
Ask for money face-to-face
Build relationships, not just transactions
Create emotional connection
Play where the odds are highest

When you do that, you:

Increase your chances
Improve your efficiency
Raise more money

And yes—you beat the house.

Key Takeaways

Nearly 70% of all charitable giving comes from face-to-face fundraising
Most nonprofits dramatically underinvest in this channel
70% of people say yes when asked face-to-face
90% say yes when emotionally connected and asked onsite
Reallocating time toward face-to-face asks increases results

Summary

The Best Fundraising Tactic Ever - Vegas Style

If you want to win at fundraising, stop relying on luck and start playing the odds.

Face-to-face fundraising isn’t just effective—it’s the best fundraising tactic ever.

Spend more time with donors.Ask more often.Build real relationships.

Tom Iselin

Rated One of America’s Best Board Retreat

and Strategic Planning Facilitators

About the Author

Tom Iselin is recognized as one of America’s leading authorities on high-performance nonprofits. He has built nine sector-leading nonprofits and two software companies, written six books, sits on multiple boards, and has been rated one of America’s Best Board Retreat and Strategic Planning Facilitators. His work on nonprofit strategy, board leadership, and culture has been featured on CNN, Nightline, and in Newsweek.

Tom is the president of First Things First, a firm specializing in board retreats, strategic planning services, fundraising strategy, and executive coaching for nonprofit CEOs.

Board Retreats & Strategic Planning

If you’re looking for a board retreat facilitator or strategic planning facilitator who has been in the trenches and understands real-world nonprofit challenges, Tom can help your board gain clarity, build alignment, and create an actionable plan that improves performance and impact. His sessions propel organizations to the next level of performance and impact . . . and they're fun!

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