Diversification of revenue has always been a key goal for nonprofits—but in today’s climate, it’s more urgent than ever.
A heavy reliance on government funding (or any one revenue stream) means that any changes in priorities or budget freezes can quickly transform “stable” funding streams into unpredictable challenges. And, we’re seeing this come to light.
Right now, private foundations are re-evaluating their priorities. Multi-year gifts are being reduced to single-year grants as funders wait to “see how things shake out.” Individual giving is becoming more cautious, and some gifts are being scaled back or redirected to spread resources across more organizations.
This all goes to show us what we’ve always known, long-standing, reliable funding sources are never guaranteed. And while we could point fingers at policy changes or economic uncertainty, nonprofit leaders should always take proactive steps to diversify their revenue streams.
One of the most effective, yet often underutilized, tools for doing just that is relationship mapping.
What Is Relationship Mapping?
Relationship mapping is a collaborative exercise that helps your organization identify and organize the connections of your board, staff, and supporters. It’s designed to uncover potential donors, partners and organizational champions—people who already exist within your network.
At its core, relationship mapping is about more than just contacts, it’s about connections. Because while people give to causes they care about, they also give to people they know and trust.
This exercise allows you to tap into those existing relationships intentionally, and use them to build a stronger, more sustainable funding pipeline.
Why Is Relationship Mapping Important for Nonprofits?
In times of uncertainty, it’s tempting to chase new funding sources. But often, the best potential funders are closer than you think.
Relationship mapping helps you:
- Uncover untapped funding opportunities hiding in plain sight
- Prioritize warm over cold outreach
- Reduce reliance on a single revenue stream
- Build a community of ambassadors and advocates
- Strengthen relationships with existing supporters
It’s especially valuable when paired with other donor cultivation strategies, as it helps you focus your energy on the connections most likely to bear fruit.
The Goal of Relationship Mapping
The goal of relationship mapping is simple: brainstorm and capture as many quality connections as possible, then determine how to strategically engage them.
You’re looking for people who:
- Are potential corporate sponsors, foundation contacts or individual donors
- Know or are connected to decision-makers at those types of organizations
- Could lend in-kind support or serve as influential champions
- You can realistically reach through someone in your network
This is about surfacing names that come with a pathway to connection and then qualifying those contacts thoughtfully.
Common Hesitations with Relationship Mapping & How to Overcome Them
Many nonprofit staff and board members hesitate to participate in relationship mapping. Why?
First, they don’t always believe they know anyone of power or influence. And second, they’re afraid someone will immediately reach out and ask their contact for money.
It’s important to set the tone from the start: relationship mapping is not about soliciting, it’s about identifying and cultivating. A contact might never be asked for a gift. Or, if they are, it will be after a thoughtful process of engagement.
Emphasize that the goal is strategic outreach, not premature asks. Relationship mapping works best when participants feel confident their relationships will be respected and handled with care.
How to Conduct a Relationship Mapping Exercise
Ready to get started? Here’s how to run a successful relationship mapping session:
1. Gather Your Team
Bring together a group of internal and external stakeholders. Include:
- Executive and development staff
- Board members
- Long-time volunteers or supporters who are well-connected
2. Brainstorm Individual Contacts
Ask participants to identify:
- 5 contacts from their LinkedIn network
- 5 contacts from their phone
- 5 people they’ve met with in the past 6–12 months
- 5 contacts from other social platforms (Twitter, Facebook, Instagram, etc.)
Encourage them to think broadly: friends, colleagues, business connections, community members.
3. Categorize the Contacts
As a group, organize the contacts into categories:
- Potential individual donors
- Corporate supporters
- Foundation contacts
- Ambassadors/influencers
- In-kind supporters
4. Expand to Organizational Connections
Next, brainstorm companies or foundations that care about your issue or are located in your region. Create a list of 5–10 targets. Then, identify anyone in your network who might be able to help you get connected to them.
5. Build a Relationship Development Plan
For each priority contact or connection:
- Assign a relationship “owner” (a staff or board member)
- Identify next steps (a coffee meeting, a LinkedIn message, an invite to an event)
- Determine a cultivation plan based on their interests
Relationship Mapping is The First Step to Stronger, More Diverse Funding
As funding streams shift and uncertainty grows, relationship mapping can be the anchor your nonprofit needs. It helps you move from reactive to proactive, from scattered outreach to intentional engagement.
By surfacing the right connections—and treating them with the care and strategy they deserve—you can unlock new opportunities to diversify your revenue, grow your community of supporters, and build long-term financial resilience.
