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Second home donor fundraising strategy is one of the most overlooked opportunities in nonprofit growth today—and it’s costing organizations real revenue. With over 6.5 million second homes in the U.S., nonprofits have access to a donor base that is ready to give… but often ignored or mishandled.

In this continuation conversation, Jeffrey Glebocki, Founder of Strategy Plus Action Philanthropy, shares groundbreaking research into how second homeowners think, give, and engage with nonprofits. The findings challenge common fundraising practices and reveal a major gap between nonprofit assumptions and donor expectations.

One of the clearest takeaways: pressure doesn’t work. As one donor put it, “Guilt is not a good way to ask for a contribution.” Instead, donors want authentic connection, thoughtful outreach, and a sense of belonging in their second-home communities.

This episode highlights how nonprofits are missing opportunities hiding in plain sight—from regular attendees at local organizations to high-capacity donors who are never approached. The lesson is simple but powerful: relationship-first fundraising still wins. “If I know you, if I trust you, and you're involved with this group, I’ll support you.”

You’ll also learn:

Why assumptions about wealth and capacity can shut down giving

How second homeowners actively seek community connection

The importance of personal communication and meaningful follow-up

Why making giving easy (single contributions, trusted intermediaries) increases results

How community foundations are successfully capturing this donor segment

For nonprofit leaders, fundraisers, and community organizations, this is a strategic wake-up call. The opportunity is real—but only for those willing to rethink how they approach donor engagement!!

00:00:00 Introduction and Research Overview
00:03:15 First Study on Second Home Donors Explained
00:08:12 Why Hard-Sell Fundraising Fails
00:11:29 The Danger of Wealth Assumptions
00:14:54 Hidden Donors in Plain Sight
00:18:09 Assumptions vs Real Donor Motivation
00:21:12 Relationship-Based Fundraising Insights
00:23:10 Power of Personal Communication
00:26:29 Missed Opportunities in Donor Stewardship
00:27:33 Making Giving Simple and Scalable
00:29:30 Strategic Opportunity for Nonprofits

#NonprofitFundraising #DonorStrategy #TheNonprofitShow

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