Out of Sight, Out of Funding: How Small Nonprofits Can Get Noticed

If I had a penny for every time a nonprofit leader said, "We’re the best kept secret," I’d be fully funded by now. It’s a common refrain—and a big red flag. In reality, being a "best kept secret" isn’t a badge of honor. It’s a visibility crisis. And in the nonprofit world, visibility drives funding.

After two decades in fundraising—supporting massive institutions with PR teams and donor departments and smaller grassroots organizations hustling with tiny teams—I’ve seen what works and what wastes time.

Here are 5 mistakes small nonprofits are making that keep them invisible, and what to do instead:

1. They’re Not Where the Funders Are

Too many small orgs wait for funders to find them. Spoiler alert: they won’t.

What to do instead:
Go where funders already are—convenings, summits, site visits, Q&A sessions. Be in the room. Build relationships before you need money. Philanthropy is personal.

Pro Tip:
If you’re an Executive Director or CEO, you are the face of the organization. Fundraisers support and amplify your work, but funders want to hear from leadership—your vision, your credibility, your results. Show up and speak up. Solicit speaking opportunities, write op-eds, ask to serve on panels.

2. They Stack Boards With Friends, Not Strategists

A board full of supportive friends is nice—but it won’t necessarily grow your reach or reputation.

What to do instead:
Audit your board: next to each name, write "Connector, Funder, Doer, Advocate, or Strategist". Some of the best boards have a good mix of all these types, with connectors being the highest ratio of members followed by doers and advocates. If most of your board doesn’t fall into one of those categories, it’s time to recruit differently.

Additionally, it’s imperative that you keep report cards on your board. They are holding a position that is attached to the brand of your nonprofit and therefore (despite working for “free”) should be assessed much like your staff members and held to standards. Consider adding a prospective board member to a committee or as an advocate for a new initiative before inviting them to serve on the board. You want to make sure there is a good fit and also follow-up.

3. They Treat Social Media Like a Chore, Not a Strategy

I get it - social media can be overwhelming and it’s easy to let it fall off the long to-do list, but it’s so important to consistently show up on social media because your prospects, donors, and friends are there and need to be reminded of your organization and incredible work.

What to do instead:
Stop winging it. If you treat your social as an afterthought, it will be. Build a monthly plan. Share wins. Highlight people. Think about brand consistency, not just content volume. Your social media is your public face—it should match your real impact.

Consider hiring a part-time content coordinator or leveraging a social media intern from a local university communications or marketing program. Free tools like Canva, Buffer, and Meta's Creator Studio can help you stay on-brand and on-schedule.4. They Don’t Ask Enough

4. Most small orgs aren’t asking enough.

When it comes down to it, many small nonprofits believe they’re asking more than they actually are. Despite best intentions and endless to-do lists, the truth is: you’re probably not making as many direct asks for support as you think you are.

What to do instead:
Run a quick test. Track how many times you, your development lead, or board members actually ask for something—funding, a connection, an opportunity. Then count how many “yes” responses you get. That’s your win rate. Want more wins? Make more asks, and make them intentional, with the donor’s interests at heart.

Take time quarterly to review your ask-to-win ratio. Train your board on how to make soft asks or warm introductions, and build up your organizational “ask muscle.” Practice makes progress.

5. They Ignore Their “Competition”

Nonprofits tend to play nice in the sandbox—but ignoring who else serves your audience is a mistake. You don’t have to undercut anyone—but you do need to understand how you stack up.

What to do instead:
Study peer orgs. In the for-profit world, sales teams use “battlecards” to know how they compare to competitors. You should too. Learn what others offer, where you overlap, and how your impact is distinct. Then be ready to articulate that clearly.