There are 440 species of shark. With such diversity, it is surprising that media coverage is centered on the great white. Or is it?

This same phenomenon exists in fundraising. There is a diverse pool of donors. There is an equally diverse pool of nonprofits. Too often, nonprofit focus is on the great whites of the donor world: state funding, or the Buffetts, Gates, and Oprahs of donors.

One donor can’t save a sinking nonprofit ship.

Think sustainability. There are too many organization who folded over the past two years (or are getting ready to close their doors) due to budget cuts from government funding. If these organizations diversified income streams, built a solid pipeline of donor prospects and engaged volunteers, they may have survived their funding crisis.

There are many sharks in your fundraising sea. While you may have your eye on the great white of donors, don’t ignore all others.