Every dollar has a story.

And if you’re a nonprofit leader, you’re probably juggling a lot of them right now. Some are strong and steady. Others feel uncertain. The good news? You don’t need more money to start. You need more clarity.

The white paper Every Dollar Has a Story was written to help nonprofits step back and really understand where their revenue comes from, and why that matters more than ever.

Why this matters

Many nonprofits raise money in ways that “work,” but still feel stressed. Cash flow is tight. Teams are stretched. Plans change every year. Sound familiar?

That usually means revenue streams grew over time without much intention. No judgment. It happens to almost everyone.

The framework in this paper helps you name what you already have. It also helps you see what’s missing.

The five revenue streams

Most nonprofit funding fits into five clear buckets. Each one behaves differently and needs different care.

• Individual Giving – The most flexible dollars, and often the most under- invested.
• Major Gifts – Fewer donors, bigger impact, and a lot of relationship work.
• Grants – Helpful and structured, but rarely as stable as they look.
• Events – High energy, high effort, and not always high return.
• Earned Revenue – Powerful when aligned, risky when it drifts from mission.

None of these are “good” or “bad.” The real question is balance. Are you leaning too hard on one stream? Are you ignoring another that could grow?

Every dollar tells you something

Money is data. It shows what your organization prioritizes. It shows where trust already exists. It also shows where systems may be holding you back.

When you look at revenue this way, planning gets easier. Conversations get clearer. And decisions feel less reactive.

So what now?

Start small. Map your current revenue. Ask simple questions. Where are we strong? Where are we tired? Where do we want to grow next?

You don’t need perfection. You just need a story that makes sense.