Why Manufacturing Momentum Is Crucial for Nonprofit Fundraising Success
Why momentum is key
I have an admission: I am a self-development junkie. I have a pile of books next to my bed and queue of podcasts on my phone dedicated to incremental personal improvement. I guess it’s a part of my natural optimism: that I’m one idea, one nugget of truth away from cracking some life code. And the funny thing is, all the advice almost always leads back to the same place: do the work, show up, believe in yourself and give others the grace we all deserve. That said, I continue to appreciate fresh takes that allow me to cross pollinate my various categories of life.
Yesterday, while I was out on the gravel bike, I listened to one of my current favorites: Mel Robbins. She was interviewing film producer Will Packard on overcoming self-doubt (something that seems to be a chronic human condition) and one of his pieces of advice (amongst a dozen other gems) was to “manufacture momentum.” His story went like this: say you want to climb a mountain (or raise some multiple of your current budget). You don’t just wake up one and start walking up the mountain. Instead, you set yourself up for success. You go buy some hiking boots. You drive by the mountain and look at it, study it, gather information. And while these steps seem trivial at first, you are in fact, creating momentum and setting yourself up for later success. You’ve started the process and you are more credible for it.
This story reminded me of a key tenet of fundraising success: momentum is everything. But how do you get it? When you pull back the curtain on the world of nonprofit fundraising, you find that success rarely happens by accident. It’s often the result of strategic planning, persistent outreach, and—most importantly—manufacturing momentum. While some organizations wait for momentum to appear organically, the most successful fundraisers know how to generate it deliberately.
What is “manufactured momentum”?
Manufactured momentum is the intentional creation of energy and excitement around a campaign, project, or mission. It’s about showing progress, engaging supporters early and often, and giving the impression of a movement that’s already in motion—one that people want to be a part of.
Why it matters in fundraising
Social proof drives giving. Donors want to invest in something that feels vibrant and impactful. When they see others participating, sharing, and giving, they’re more likely to join in. Momentum acts as a signal: “This matters, and people are backing it.”
It creates urgency. Momentum builds pressure—in a good way. Whether through matching challenges, countdowns, or donor spotlights, manufactured momentum encourages donors to act now, not later.
It boosts morale and engagement. For your internal team and supporters alike, early signs of success help maintain enthusiasm. That energy is contagious and fuels further action.
It turns small wins into big results. Celebrating every gift, every milestone, and every story shared amplifies impact. This creates a flywheel effect: one action sparks another, and the campaign accelerates.
How to manufacture momentum
Start with insiders. Engage board members, major donors, and passionate supporters before launch.
Show progress visually. Use thermometers, goal trackers, and updates to keep people tuned in.
Tell timely stories. Highlight the impact of early gifts and the people behind them.
Create mini-deadlines. Break big goals into smaller ones to keep up the pace.
In short, momentum doesn’t just happen—it’s built. And when nonprofits take the time to manufacture it, they position themselves for stronger engagement, deeper loyalty, and ultimately, greater fundraising success.