The Science of Success: What makes fundraising organizations great

ST was proud to host Alan Clayton, Chair of Revolutionise, and Annemarie Devlin, Consulting Director, for a two-and-a-half-day Non-Profit Growth Masterclass in Toronto on September 15, 16 and 17th.

This opportunity was created with Alan because ST’s mission goes beyond serving our clients. We’ve always believed that it’s important to bring thought leadership to the entire nonprofit sector, connecting fundraisers with world-class research and insights.

This engaging, interactive and educational Masterclass was attended by nonprofits large and small from across North America.

What I loved about it was that the approach to great fundraising has its foundation in evidence. Alan and his team at Revolutionise invested in significant research over the last 10+ years to understand exactly what leads to fundraising success, drawing on research from over 400 organizations and 100+ successful case studies. It turns out there are key factors that combine to drive massive fundraising growth. Everyone in the room could relate to the challenges illustrated by Alan and the research, and we all left with actionable takeaways.

Here are some highlights—but keep in mind that that the best way to learn is to register for the next Non-Profit Growth Masterclass in 2026, which ST will once again proudly host. Because, as I alluded to earlier, we’re all in this together and the more we share, the better the sector gets.

Revenue growth is not linear

Off top, it became clear that the trajectory of fundraising growth is not linear. Those fundraisers like me who have been in the business for decades will know this instinctively. It is reassuring to see that peaks and valleys are not uncommon for many nonprofits. What’s different is knowing why these dips occur and what fundraising organizations who are great do to get out of them. Moreover, these dips are not always about factors beyond our control. They can originate from a lack focus on the mission, or from fearful and tired teams, and weak or insecure leadership.

When growth stalls, the organizations that are best able to pivot are those with a clear and compelling mission, led by leadership that not only understands their mission but can articulate it with emotion and conviction. It’s this clarity and connection that reignites momentum in engaging donors.

Dots of passion and emotion

One standout concept was the “Red Dot” and “Blue Dot” moments that were apparent when looking at revenue patterns in many of the organizations that were studied.

Red dots indicated the start of a decline which (for great organizations) then sparks a strategic change in fundraising approach. That in turn drives investment that then leads to the blue dot moment, igniting a surge in fundraising success. (It should be noted that the colours of the dots aren’t relevant. Those were just the colours of the markers Alan had at the time he developed the insight on an old-school whiteboard.)

For the most successful organizations, these moments are organizational awakenings that precede dramatic growth. Alan described it as putting yourself in the mindset of your organization’s founder and drawing on that passion and need to right a wrong.

Go back to basics with your purpose

We dove deep into the process, starting with the root of our missions and purpose. Through hands-on exercises, we learned how simplicity and emotion, combined with unified and focused organizational energy can transform not just fundraising, but an entire culture. We did a deep dive into what the problem our organization is in business to solve and how to simplify and modify that to position it as a unique and compelling statement that only donors can solve. The problem + the solution = the organization’s purpose.

I am happy to say this mirrors what we encourage at ST—helping our clients sharpen their donor promise so supporters clearly see the unique role they can play in solving a problem.

The “two businesses” mindset

Alan also challenged participants to recognize that nonprofits have two businesses and two sets of customers. Namely, donors and service users. The best organizations must meet the needs of both – without compromise. The best leaders understand that the people who work on each side of the business will have very different approaches to what they do, which sometimes causes an internal culture clash.

For example, those who serve client needs through services want investment to provide more services and have an “ethical intellectual” mindset. Meanwhile fundraisers are “ambitious achievers” who challenge themselves with investing to grow more revenue.

Values matter

Along with the topic of different mindsets, we explored case studies and learned that the secret to accelerating growth lies not only in what we do, but in how we communicate internally and externally, and the values by which we live. Great leaders ensure that those on their teams had values that aligned with their own and typically had a transformational and “servant” mindset.

That’s why at ST, we spend so much time talking about culture and values internally, and how we inspire our clients’ teams to embrace a shared vision for growth.

The role of brand

A key takeaway for many was the need to rethink the role of brand. Alan’s research shows that organizations who focus on brand and image first rarely make it into the growth charts. You may be surprised to learn that not a single “brand-first” organization reached the top. Instead, greatness comes from clarity of purpose, emotional connection, a “Purpose is boss” mindset and a willingness to invest in long-term growth—even when, especially when it’s hard.

Need proof?

The team at Revolutionise has been working with nonprofits across the globe, sharing these findings and helping organizations adapt and adopt the model. Yes, they share results and the results are staggering! When other nonprofits take a similar approach to growth, they achieve anywhere from 100% to over 600% growth in fundraising income over just a few years. These organizations — ranging from health and social services to international development are proof that with the right strategies and people, dramatic and sustainable growth is possible.

ST is proud to have been the bridge that brought this global perspective directly to fundraisers in North America. If you’re serious about scaling your impact, this is the Masterclass you can’t afford to miss when it returns in spring 2026. Details are coming soon.

And right now, you can pick up a copy of Alan Clayton’s new book covering all of this in greater detail: Great Fundraising Organizations: Why and How The World’s Best Charities Excel at Raising Money. Available online wherever you buy books today.

Want to learn more or explore how ST can help your organization apply these principles today? Reach out to me at LizA@StephenThomas.ca.