Donor Advisors Are Not the Enemy

by Bryn George | May 20, 2025

For many fundraisers, donor advisors can feel like a roadblock. They have direct access to the donors we’re trying to connect with. They understand their philanthropic goals, family dynamics, and giving patterns—and most times, we’re not even in the room. That dynamic can feel threatening. It’s easy to slip into an “us vs. them” mentality.

But here’s the truth: donor advisors are not the enemy.

In fact, when we shift our perspective, these partners can become some of our strongest allies. We should think of ourselves as donor advisors, working to serve the donor’s best interests. Because, like us, donor advisors aim to align donor values with meaningful nonprofit impact. When we remember that we’re all on the same team—the generosity team—it becomes much easier to build trust and foster collaboration.

I recently attended a breakfast at AllianceBernstein, where Jenna Mulhall-Brereton, Chief Philanthropy Officer at the National Philanthropic Trust, shared how she is advising donors to give in this moment. She encouraged:

• Giving now—and giving boldly
• Giving unrestricted
• Giving through multi-year pledges, to support both donor budgeting and nonprofit planning

I couldn’t help but think—these are exactly the kinds of conversations we want to be having with donors. And here was a donor advisor championing the same ideas. It was a reminder that we’re not in opposition. We’re in alignment.

So, how can fundraisers build strong relationships with donor advisors?

Here are a few practical steps:

1. Make their lives easier.

If you know an advisor, treat them like you would a donor. Keep them informed with impact updates, event invites, and stories they can share. Advisors often look for strong causes to recommend—help them see why yours is one.

2. Normalize donor-advised giving.

Let your donors know that you accept donor-advised fund (DAF) contributions. Make it easy to give by including DAF language and links on your website, donation pages, and appeals. Consider sharing links to portals like Fidelity, Schwab, and NPT where donors can log in and give. When we demystify the process, we remove friction.

3. Keep inspiring generosity—even if you’re not in direct contact.

If your only connection is a donor’s address or an advisor’s name, don’t let that stop you. A well-written letter or handwritten note can still leave an impression. Ask the advisor to pass along your greetings or impact updates. You may not see an immediate response—but silence doesn’t mean you’re not being seen.

Above all, trust the process. Advisors and fundraisers are both trying to move generosity forward. Yes, our roles are different—but our goals are aligned. When we shift from competition to collaboration, we open new doors for donor engagement, shared learning, and greater impact.