Shot Out of a Cannon: Navigating the Fall Fundraising Season
Chapter Leadership Brief 9.5.25
by Craig Shelley
CEO, Schultz & Williams
Post–Labor Day often feels like the starting gun has gone off for fundraisers and nonprofit leaders. In the last Chapter Leadership Briefs, my fellow board members CJ Orr and Gary Weinberg shared strategies on gearing up for a busy fall and making year-end efforts more successful. With September here, the season we’ve been preparing for is officially upon us. So, now what?
First, take a breath. It has been a tumultuous year across the nonprofit landscape. Just this week, a 20-year sector veteran described the past quarter to me as the most chaotic he’s ever seen. Change, disruption, and uncertainty may feel like the new normal, but that doesn’t mean progress has stopped.
Every day, money is being raised and impact is being made. A national nonprofit client working in educational equity just closed their fiscal year ahead of goal, exceeding projections by over $1 million, even as headlines suggest equity and education are losing traction. Last week, I visited a zoo in the Midwest, another client, that just finished one of its strongest membership campaigns ever despite the narrative that people “don’t join things anymore.” The lesson is clear: when we do the work well, success is still possible. It may not be easy (was it ever?), but it is achievable.
In my advice to fundraisers and nonprofit leaders right now, I emphasize one thing above all: connection. Connect with your donors and your teammates. Ask what’s on their minds, what matters most to them and be just as intentional about sharing what matters to you.
For donors, visibility is everything. In a crowded media landscape, recency bias is real. Stay present, stay relevant, and keep your mission top of mind. For teammates, clarity is key. Set expectations, communicate goals, and ensure alignment. Donors should never be surprised by an ask, and staff should never be surprised during a year-end review.
This season is fast-paced and demanding, but with focus, clarity, and connection, you can turn it into your organization’s strongest finish yet.
Craig collaborates with ambitious nonprofit leaders to accelerate their impact, bringing a creative yet practical approach to strategy, organizational development, fundraising, and board optimization. As CEO of Schultz & Williams, he leads one of the nation’s premier consulting firms specializing in fundraising strategy, direct response, strategic planning, and outsourced development. In partnership with Carey & Co—which provides complementary expertise in finance, HR, and executive leadership—Craig ensures clients receive integrated, mission-centered solutions that strengthen organizations and drive sustainable growth.
A Certified Fundraising Executive (CFRE), Craig is a frequent speaker and author on leadership and philanthropy. He also serves as President of the Association of Fundraising Professionals - New York City Chapter and as a member of the board of directors of The Giving Institute.