In this episode of The First Day from The Fund Raising School, host Bill Stanczykiewicz, Ed.D., welcomes Jeff Spitko, CFRE, Senior Director of Integrated Fundraising at the San Diego Foundation and a leading voice on digital fundraising strategy. Right out of the gate, the conversation challenges one of the most persistent myths in nonprofit fundraising: that digital fundraising is simply a matter of posting an online ask and waiting for donations to roll in. Jeff makes the case that digital fundraising is not instant fundraising, but relationship fundraising at scale. Just as major gift work depends on cultivating trust over time, effective digital fundraising requires a thoughtful journey built through personalization, customization, and a slow, intentional process of helping donors understand the mission before ever being asked to give. Jeff then walks listeners through the crucial role of lead generation, describing it as the space where marketing and fundraising intersect. Rather than rushing to solicit new contacts, organizations should focus first on inspiring people to engage, often through advocacy campaigns, petitions, quizzes, and other mission-connected content that encourages participation and makes people want to learn more. He draws on examples from his time at the San Diego Zoo, where petitions tied to endangered species protection and quizzes about wildlife helped attract potential supporters and collect email addresses. From there, the real work begins: a welcome series spread across weeks, not days, designed to educate, build familiarity, and gradually deepen connection. The message is clear: getting the email address is only the beginning, not the finish line. The conversation then turns to engagement and what it really means to build a two-way relationship with donors online. Jeff argues that nonprofits are often very good at talking about their mission and making asks, but far less effective at listening, reporting back, and showing donors that their voices matter. Surveys, response data, and behavioral patterns all offer valuable insight into what supporters care about, and organizations should use that information not only to learn, but to act. He emphasizes the importance of segmentation, noting that donors respond best when content reflects their actual interests and motivations. In an increasingly saturated digital landscape, the organizations that stand out are not simply the loudest, but the ones that make donors feel seen, understood, and valued. Finally, Bill and Jeff connect digital fundraising to the broader donor journey, underscoring that the gift itself comes well after a series of earlier steps: consuming content, following on social media, taking non-financial actions, and sharing contact information. In that sense, digital fundraising mirrors the larger principles of fundraising taught at The Fund Raising School, where relationship-building, preparation, and stewardship all come before and after the ask. Jeff reminds listeners that digital donor acquisition is a long-term investment, one that may not generate immediate net revenue but can create sustainable lifetime value when done well. The episode leaves fundraisers with a steadying and important reminder: digital success does not come from speed, but from patience, strategy, and the disciplined work of building trust over time.
