When you're just starting out as a nonprofit consultant, your first clients will most likely come from people you already know and the referrals they send you. You don't need a big marketing plan yet. Focus on three things: tell your network what you do, make it easy for people to refer you, and build referral partnerships with other consultants. Here's how to do each.
Start with people who already know you
Make a list of 20 to 30 people connected to the nonprofit world: former colleagues, nonprofit leaders you've worked with, board members, program partners, and vendors. Then send each one a short, personal message about what you're doing. For example:
Hi [Name], I hope you're doing well. I wanted to share that I've started consulting and I'm helping nonprofits with [specific specialty]. If you hear of any organizations looking for help in this area, I'd be grateful for an introduction. I'd also love to catch up and hear what you're working on.
That's how I started. My first clients came from people I already knew, and my first year went well. Then my network ran out, and I had no repeatable way to find the next clients. The people you already know are a great place to start, but they aren't a long-term plan. For what to build once you have your first clients, read the 5-step framework to build a nonprofit consulting business.
Make it easy for people to refer you
People can only refer you if they can explain what you do. If your services take too long to describe, they won't remember you.
Start with who you help and what you help them do. Think about which nonprofits get the best results from your work, what problems they're facing, and whether they can afford to hire you. Then put it in one sentence. Instead of "I help nonprofits," try:
"I help small nonprofits build fundraising plans that keep donors giving."
"I help nonprofit leadership teams create strategic plans they can actually carry out."
A clear focus makes this easier. For help choosing one, read the best nonprofit consulting niches and how to pick yours.
Build referral relationships with other consultants
Other consultants can be a great source of referrals. Experienced consultants often get requests they can't take on or projects that need skills they don't have. If your services complement theirs, you can become the consultant they send clients to. For example, a grant writer might refer clients who need a donor database, and a marketing consultant might refer clients who need a fundraising plan.
Other consultants aren't the only possible partners. After I narrowed my focus to CRM and database support, I asked myself, "Who already has access to my ideal clients?" That led me to partner with nonprofit technology companies, which referred clients to me.
A simple plan to get your first clients
This week: Make your list of 20 to 30 people and send your first five messages.
Every week: Reach out to a few more people, and follow up with anyone who said they'd keep you in mind.
Every month: Have a conversation with at least one consultant whose services complement yours.
Once you have a few clients, start adding marketing so new people can find you too. In the 2026 State of Nonprofit Consulting report, a survey of 381 nonprofit consultants, consultants who relied only on referrals had lower median earnings than those with more ways to find clients. When you're ready, read how to market your nonprofit consulting business.
About the author
Catalina "Cat" Parker is the founder of Relatable Nonprofit. She has a master's in nonprofit management from Columbia, her business has generated nearly $1 million in revenue, and 100+ nonprofit professionals have joined her Mentorship program. Read her story.
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