Second Home Donor Fundraising: Unlock 6.5 Million Untapped Donors!

Send us Fan MailSecond home donor fundraising strategy is one of the most overlooked opportunities in nonprofit growth today—and it’s costing organizations real revenue. With over 6.5 million second homes in the U.S., nonprofits have access to a donor base that is ready to give… but often ignored or mishandled.In this continuation conversation, Jeffrey Glebocki, Founder of Strategy Plus Action Philanthropy, shares groundbreaking research into how second homeowners think, give, and engage with nonprofits. The findings challenge common fundraising practices and reveal a major gap between nonprofit assumptions and donor expectations.One of the clearest takeaways: pressure doesn’t work. As one donor put it, “Guilt is not a good way to ask for a contribution.” Instead, donors want authentic connection, thoughtful outreach, and a sense of belonging in their second-home communities.This episode highlights how nonprofits are missing opportunities hiding in plain sight—from regular attendees at local organizations to high-capacity donors who are never approached. The lesson is simple but powerful: relationship-first fundraising still wins. “If I know you, if I trust you, and you're involved with this group, I’ll support you.”You’ll also learn:Why assumptions about wealth and capacity can shut down givingHow second homeowners actively seek community connectionThe importance of personal communication and meaningful follow-upWhy making giving easy (single contributions, trusted intermediaries) increases resultsHow community foundations are successfully capturing this donor segmentFor nonprofit leaders, fundraisers, and community organizations, this is a strategic wake-up call. The opportunity is real—but only for those willing to rethink how they approach donor engagement!! 00:00:00 Introduction and Research Overview 00:03:15 First Study on Second Home Donors Explained 00:08:12 Why Hard-Sell Fundraising Fails 00:11:29 The Danger of Wealth Assumptions 00:14:54 Hidden Donors in Plain Sight 00:18:09 Assumptions vs Real Donor Motivation 00:21:12 Relationship-Based Fundraising Insights 00:23:10 Power of Personal Communication 00:26:29 Missed Opportunities in Donor Stewardship 00:27:33 Making Giving Simple and Scalable 00:29:30 Strategic Opportunity for Nonprofits #NonprofitFundraising #DonorStrategy #TheNonprofitShowFind us Live daily on YouTube!Find us  Live daily on LinkedIn!Find us Live daily on X: @Nonprofit_ShowOur national co-hosts and amazing guests discuss management, money and missions of nonprofits!  12:30pm ET   11:30am CT  10:30am MT  9:30am PTSend us your ideas for Show Guests or Topics: [email protected] us on the web:The Nonprofit Show