Navigating Fundraising in Today's Shifting Landscape: Insights from a VEST Member and Nonprofit Leader
- Erika Lucas
- May 9
- 6 min read
"Fundraising isn’t just about asking for money—it’s about connecting with people to create something meaningful together."
In today’s uncertain environment—where political and economic pressures, funding freezes, and shifting donor priorities, are challenging even the most established organizations—the need for relationship-centered fundraising has never been more urgent. Many mission-driven organizations are being asked to do more with less, while development teams are grappling with burnout, budget constraints, and an evolving donor landscape.
But amidst the turbulence, there are leaders who not only rise to the challenge—they empower others to do the same.
One such leader is Kendra Loper, a seasoned fundraiser and the Director of Client Services at Veritus Group, where she supports nonprofits around the world in building sustainable, donor-centered fundraising strategies. With a career rooted in both frontline service and strategic development, Kendra brings deep expertise in what it takes to thrive in the nonprofit space, especially as a woman navigating leadership, resource development, and systems change.
We asked Kendra to share her insights on how women in philanthropy can stay grounded, grow their confidence, and lead effectively in these complex times.
Q&A with VEST Member and Coach Kendra Loper
You currently serve as Director of Client Services at the Veritus Group. Can you tell us more about your role, the organization and the type of clients you support?
At Veritus Group, we work with nonprofits all over the globe to help them do the most good in the world by deepening relationships with their donors. As Director of Client Services, my focus is on building and supporting our team of fundraising coaches who work directly with our clients. We work with a range of clients—from small local nonprofits to large enterprise organizations—all dedicated to making the world a better place. What I love most is seeing our team help fundraisers feel confident and capable in their work. Fundraising can be daunting, but with the right tools and support, it’s incredibly rewarding.
Fundraising is a critical lifeline for nonprofits and businesses, yet it’s often under-discussed as a leadership skill. What have you learned about building strong fundraising strategies—and how can women in the sector become more confident and successful in this area?
Strong fundraising strategies start with the right balance of good data and relationship-building. It's not just about asking for money; it's about understanding what donors care about and showing them how their contributions make a real impact. For women in the sector, confidence comes from preparation and practice. Know your data, believe in your mission, and don’t shy away from showing your passion. I've learned that when you approach fundraising as an opportunity to connect with people and create something meaningful together, it’s less intimidating and more fulfilling.
Women often lead in nonprofit spaces but aren’t always empowered to lead major fundraising efforts or donor conversations. What shifts need to happen for more women to step into—and be recognized for—their strategic value in resource development?
One shift is recognizing fundraising as a leadership role. Too often, it's seen as a support function, but it’s central to an organization’s success. Women need to be invited into these conversations and supported in building their skills. Mentorship is also key—seeing women in leadership roles normalizes it for everyone. Finally, organizations need to celebrate fundraising successes as team wins, making it clear that these contributions are strategic and essential.
In your previous role at the Regional Food Bank of Oklahoma, you were deeply engaged in addressing food insecurity. What did that experience teach you about community resilience and systems change?
Working at the Regional Food Bank taught me that resilience comes from people—neighbors helping neighbors, often with very few resources. It also showed me how deeply interconnected the issues are. Food insecurity isn’t just about food; it’s about housing, healthcare and economic opportunity. Addressing these challenges requires systemic thinking and collaboration across sectors, including with local, state and federal lawmakers. I learned that while one organization can make a difference, lasting change happens when communities work together to tackle root causes. Most importantly, those most directly impacted must have a seat at the table where solutions are being discussed.
Your work has consistently focused on improving access and experience for those you serve. What are some of the most overlooked aspects of designing equitable services, especially for women and underserved communities?
One of the most overlooked aspects is listening. Someone experiencing food insecurity knows best what they need and we need to stop creating "savioristic solutions" without this critical lived experience leading the way. It’s easy to assume we know what people need, but real solutions come from engaging with those we’re trying to serve. Another is addressing barriers to access—whether it’s transportation, language or time constraints. Finally, representation matters. When women and underserved communities see themselves reflected in leadership and decision-making, services feel more authentic and inclusive.
As someone who’s led teams and programs across both nonprofit and consulting spaces, what’s your advice for women managing change in mission-driven organizations?
Change is hard, but it’s also an opportunity to grow. Change feels less scary when people understand the “why” behind it. My advice is to over-communicate and bring people into the process early. But, when you bring them in, be open to their feedback and be ready to pivot where needed or where their feedback prompts additional consideration. If you bring them in as a performance tactic, that will erode so much trust with your team. Give them the opportunity to participate in the solution, and you'll likely have a much better result from the start. Lately, I've noticed that change sometimes feels like a "loss" for some members of the team. When someone feels resistant to change, I ask myself - what does this team member feel they are losing and how can I ease that fear? Also, don’t try to do it all alone. Build a coalition of support and delegate where you can. Finally, celebrate small wins along the way—momentum builds confidence.
Nonprofit and mission-driven work can be incredibly fulfilling, but also emotionally taxing. How have you learned to protect your energy and advocate for your worth in spaces where burnout is common?
I’ve learned the importance of setting boundaries and giving myself permission to rest. Sadly, most of us learn this lesson the hard way, after we have given too much and we are emotionally and physically at the end of our rope. It’s not easy to hold to your boundaries, especially in a sector where the work feels so urgent. But I remind myself that I’m more effective when I’m not running on empty. As a leader, it is so important that I model this for my team. I make time for things that recharge me, like working out, spending time with friends and family, traveling or just being outdoors. Advocating for your worth starts with believing it - knowing that your skills and contributions have value and being willing to speak up for what you need.
What drew you to join VEST as a coach, and how do you hope to support women navigating their own leadership and career journeys?
I joined VEST because I believe in the power of women supporting women. Leadership can feel lonely, especially when you’re navigating big decisions or challenges. Fortunately for me, I joined VEST just before an unexpected career change. The women of VEST stepped up for me in ways I didn't even know I needed. If I can give back just a small part of what I've been given, what an honor! My goal as a coach is to be a sounding board and a source of encouragement, helping women clarify their goals, build their confidence and take actionable steps toward what’s next. It’s incredibly rewarding to see someone realize their potential and step into it fully.
You’ve led work that directly touches people’s lives. What role do empathy and listening play in effective leadership?
Empathy and listening are critical leadership skills. People want to feel seen and heard, whether they’re a team member, a donor, or someone your organization serves. As a leader, taking the time to listen builds trust and creates stronger relationships. It also leads to better decisions because you’re grounded in real experiences, not assumptions. Empathy isn’t just a nice-to-have; it’s a powerful tool for driving meaningful change. We can look around and easily see where empathy is missing in our world. As women, I believe empathy can be our superpower - and honestly, it is the key to help heal our communities.
When you think about a future where women have equal power and opportunity, what’s the vision that keeps you going—and how do you bring that into your day-to-day work?
My vision is a world where all women’s voices are valued and their contributions are celebrated equally. That means more women in leadership, more equitable workplaces and more spaces where women can thrive without barriers. I bring that into my work by mentoring, advocating and celebrating women’s successes. It’s about creating a ripple effect—helping one person rise so they can lift others along the way.
VEST is a peer network and investment fund for women. We invest in women-led companies building the future of work and care infrastructure needed to unlock women's labor participation, career potential, and lifetime earnings. We also connect and provide coaching to women professionals across industries, regions, and career levels. Learn more at www.VESTHer.co.