Interview With Author Catherine Iheme
Tell us about yourself and how many books you have written.
I’m Catherine Iheme, MBA, a fundraising expert and Founder of Grovential, where I specialise in helping mission-driven organisations build sustainable revenue systems. My background combines an MBA in Social Enterprise and Entrepreneurship with hands-on experience as a certified senior product manager.
My journey into writing began with witnessing the same fundraising mistakes repeatedly across businesses and nonprofit organisations. Over the years, I’ve observed brilliant organisations with world-changing missions struggle not because their ideas weren’t worthy, but because they lacked the strategic framework for securing funding effectively. Through my work helping organisations scale their impact, I’ve seen how proper funding strategies can transform entire missions.
This observation led me to document proven strategies, frameworks, and insights that actually move the needle in fundraising. Rather than watching organisations continue to struggle with trial-and-error approaches, I decided to compile everything I’ve learned into a comprehensive guide.
“The SMART Fundraiser” is my first published book. It represents years of accumulated knowledge about what works in fundraising – from understanding when to bootstrap versus when to raise capital, to crafting proposals that blend data with emotion, to building authentic relationships with funders and investors.
As someone who has worked across multiple sectors and seen the funding landscape from various perspectives, I bring both analytical rigour and practical insight to the complex world of funding. My goal is to democratize access to effective fundraising knowledge, helping mission-driven leaders secure the resources they need to create meaningful impact without the stress and uncertainty that typically accompanies the funding process.
Through this book, I aim to transform how organisations approach fundraising – moving from desperate asks to strategic, compelling invitations for meaningful change. While this is my first book, I’m passionate about continuing to share knowledge that empowers others to succeed in their missions.
What is the name of your latest book and what inspired it?
My latest book is “The SMART Fundraiser: Raise More. Stress Less. Fund Your Mission with Strategy, Not Struggle.”
The inspiration came from years of observing the same patterns across countless organisations – brilliant missions failing not because of lack of vision or dedication, but because of preventable fundraising mistakes. I watched nonprofit leaders give up on amazing causes after repeated rejections, and saw entrepreneurs with game-changing ideas struggle to secure investment simply because they didn’t understand the strategic framework behind effective fundraising.
What particularly motivated me to write this book was witnessing how these struggles were entirely avoidable. The organisations that succeeded weren’t necessarily better or more deserving – they just understood the rules of the game that nobody talks about openly. They knew when to bootstrap versus when to raise capital, how to craft proposals that blend data with emotion, and how to build authentic relationships with funders.
I got tired of watching mission-driven leaders reinvent the wheel through painful trial and error when there were proven strategies that could eliminate most of that struggle. The book represents everything I wish someone had told me when I started my first nonprofit organisation over a decade ago, and everything I’ve learned about what actually works in the funding world.
My goal was simple: to make fundraising easier, more strategic, and ultimately more successful for organisations trying to create positive change. Too many great ideas die because of funding challenges that could have been solved with the right approach. “The SMART Fundraiser” is my way of ensuring that doesn’t happen to the next mission-driven leader who picks up this book.
Do you have any unusual writing habits?
I wouldn’t say they’re particularly unusual, but I do have some specific practices that helped me complete “The SMART Fundraiser.”
I find that my best insights come when I step away from actively trying to write. Some of my clearest thinking about fundraising strategies happened during brain games or other strategic activities that require focus but allow my subconscious to work through complex ideas. There’s something about engaging in activities that require strategic thinking that helps me see patterns and solutions more clearly.
I also write in bursts rather than sitting down for long, scheduled writing sessions. When an insight hits – whether I’m observing a funding challenge someone is facing or reflecting on a successful strategy I’ve seen – I immediately capture it. This means I often have notes scattered across different devices and notebooks that I later organise into coherent chapters.
Another habit that proved essential was testing ideas in real conversations before writing them down. I’d discuss fundraising concepts with colleagues or during networking events, and their questions and reactions would help me refine how to explain complex strategies in simple, actionable terms.
I’m definitely someone who needs to move while thinking. Pacing, taking walks, or even just changing locations helps me work through how to structure chapters and connect different fundraising concepts logically.
The most important habit, though, was maintaining a mindset of service while writing. Every chapter was written with specific people in mind – the nonprofit leader who keeps getting rejected, the entrepreneur who can’t figure out why investors aren’t interested, the small business owner who doesn’t know where to start. Keeping their faces and struggles in mind kept the writing practical and focused on real solutions rather than abstract theory.
What authors, or books have influenced you?
Several authors and books have shaped my thinking around business strategy, social impact, and effective communication – all of which influenced how I approached writing “The SMART Fundraiser.”
Seth Godin’s work, particularly “Purple Cow” and “Permission Marketing,” taught me the importance of being remarkable and building genuine relationships rather than interrupting people with generic pitches. This directly influenced my approach to fundraising as relationship-building rather than transactional asking.
Simon Sinek’s “Start With Why” reinforced my belief that mission-driven organisations have a natural advantage in fundraising – they just need to learn how to communicate their “why” effectively to the right funders.
Muhammad Yunus’s “Creating a World Without Poverty” showed me how innovative funding models can address social problems at scale. His work with microfinance demonstrated that funding approaches must match the mission and context of the organisation.
Chip Heath and Dan Heath’s “Made to Stick” was instrumental in helping me understand how to make complex fundraising concepts memorable and actionable. Their SUCCESs framework influenced how I structured the practical advice in my book.
Eric Ries’s “The Lean Startup” shaped my thinking about when organisations should bootstrap versus seek external funding – a key concept I explore in “The Smart Fundraiser.”
These authors all share a common thread: they take complex subjects and make them accessible without oversimplifying. They focus on practical frameworks that people can actually implement. That’s the standard I held myself to while writing “The SMART Fundraiser” – providing strategic depth while maintaining practical applicability for busy nonprofit leaders and entrepreneurs who need solutions they can implement immediately.
What are you working on now?
Currently, I’m focused on several interconnected projects that build on the foundation of “The SMART Fundraiser.”
Expanding Grovential’s Impact:
My primary focus is growing Grovential to help more mission-driven organisations build sustainable revenue systems. We’re developing comprehensive frameworks that go beyond traditional fundraising to include diversified revenue strategies, impact measurement systems, and long-term financial sustainability planning.
Speaking and Workshop Development:
I’m developing presentations and workshop content for conferences, nonprofit organisations, and entrepreneurship programs. There’s significant interest in bringing these concepts to audiences who prefer interactive learning environments.
Research for Future Content:
I’m continuously observing emerging trends in the funding landscape – from new grant opportunities to evolving investor expectations to innovative revenue models. This research informs both Grovential’s services and my next book project: “The Marketing Revival: Fix Marketing Problems, Win Customers/Funders, and Start Scaling Profitably Today” – specifically designed for SMEs and Non-Profit Organisations. This upcoming book will complement “The SMART Fundraiser” by addressing the marketing challenges that often prevent organisations from effectively communicating their value to both customers and funders.
Building Strategic Partnerships:
I’m working on partnerships with organisations that serve entrepreneurs and nonprofit leaders, creating opportunities to reach more mission-driven leaders who could benefit from strategic fundraising approaches.
The thread connecting all these projects is the same mission that inspired “The SMART Fundraiser” – making funding easier, more strategic, and more successful for organisations trying to create positive change. Every project is designed to scale that impact beyond what any single book could accomplish.
Do you have any advice for new authors?
Start with a problem you’re genuinely equipped to solve. Don’t write a book just because you want to be an author. Write it because you have insights, frameworks, or solutions that people actually need. My book came from years of observing the same fundraising mistakes repeatedly – I had something specific and valuable to offer.
Write for real people, not abstract audiences. Throughout writing “The SMART Fundraiser,” I kept specific faces in mind – the nonprofit leader who keeps getting rejected, the entrepreneur who can’t figure out why investors aren’t interested. When you write for real people with real problems, your content stays practical and focused.
Test your ideas before you write the book. Discuss your concepts in conversations, presentations, or even social media posts. Pay attention to the questions people ask and the confusion they express. This will help you identify gaps in your thinking and improve how you explain complex ideas.
Don’t wait for perfect conditions to start. I wrote this book while maintaining my other responsibilities. You don’t need months of uninterrupted time or the perfect writing setup. Consistency matters more than intensity – capture insights when they come, even if it’s just notes on your phone.
Embrace the editing process. Your first draft won’t be your final draft, and that’s completely normal. The real writing happens in revision, where you refine your ideas and improve clarity.
Consider your book as part of a larger mission, not the end goal. “The SMART Fundraiser” supports my work at Grovential and serves the people I’m trying to help. When your book aligns with your broader purpose, the writing process feels more meaningful and the promotion feels more authentic.
Be honest about your expertise. Don’t oversell what you know, but don’t undersell it either. I wrote about fundraising because I’ve observed patterns and developed frameworks that work. Know your lane and stay in it.
The publishing landscape can feel overwhelming, but remember that good content that genuinely helps people will find its audience.
What is the best advice you have ever heard?
“Focus on being useful, not impressive.”
This advice fundamentally changed how I approach everything – from fundraising strategies to writing “The SMART Fundraiser” to building Grovential.
Early in my career, I was caught up in trying to sound sophisticated and impressive in meetings, proposals, and presentations. I thought complexity demonstrated expertise. But I kept watching simpler, clearer approaches get better results.
The breakthrough came when I realised that funders, investors, and readers don’t care how smart you sound – they care about whether you can solve their problems or help them achieve their goals. The most successful grant proposals I observed weren’t the ones with the most elaborate language; they were the ones that clearly articulated how the funding would create specific, measurable impact.
This advice shaped every page of “The SMART Fundraiser.” Instead of trying to impress readers with complex fundraising theory, I focused on providing practical frameworks they could implement immediately. Rather than showcasing everything I know about funding, I concentrated on sharing what would be most useful for someone facing real fundraising challenges.
It applies beyond professional work, too. In conversations, relationships, and even social media posts, being genuinely helpful creates more meaningful connections than trying to appear impressive.
The irony is that usefulness often ends up being more impressive than trying to be impressive ever was. When you solve real problems for people, they remember you and recommend you. When you just try to impress them, they forget you as soon as you leave the room.
This advice continues to guide my work at Grovential and my approach to the upcoming “Marketing Revival” book – always asking “How can this be more useful?” rather than “How can this sound more impressive?”
What are you reading now?
Currently, I’m reading several books that directly support my work and upcoming projects:
“Building Social Business” by Muhammad Yunus – I’m revisiting this classic as I develop content for “The Marketing Revival.” Yunus’s insights about creating sustainable social enterprises are incredibly relevant for nonprofits trying to build diverse revenue streams. His approach to solving social problems through business principles continues to influence how I think about helping organisations scale their impact.
“Traction” by Gabriel Weinberg and Justin Mares – This book breaks down 19 different marketing channels in a systematic way that’s perfect for the research phase of my upcoming marketing book. The framework for testing and optimising marketing channels applies directly to both SMEs and nonprofit organisations trying to reach their audiences more effectively.
“The Fundraising Habits of Supremely Successful Boards” by Jerold Panas – Even though I’ve written about fundraising, I continue learning from different perspectives. Panas focuses specifically on board governance and fundraising, which complements the individual and organisational strategies I covered in “The SMART Fundraiser.”
I also stay current with industry publications and case studies, particularly around emerging funding models and marketing trends that affect small organisations. The landscape changes quickly, and I want to ensure my advice remains relevant and practical.
The thread connecting my reading choices is always the same question: “How can this help mission-driven leaders be more successful?” Whether it’s new marketing tactics, innovative funding approaches, or better organisational systems, I’m constantly looking for insights that can translate into actionable strategies for the people and organisations I serve through Grovential and my books.
What’s next for you as a writer?
My immediate focus is on completing “The Marketing Revival: Fix Marketing Problems, Win Customers/Funders, and Start Scaling Profitably Today” for SMEs and Non-Profit Organisations. This book will address the marketing challenges that often prevent organisations from effectively reaching both customers and funders – a natural extension of the funding strategies covered in “The SMART Fundraiser.”
Beyond that, I see myself developing a comprehensive series of practical business guides specifically for mission-driven organisations. There’s a gap in the market for business advice that acknowledges the unique challenges faced by nonprofit organisations and social enterprises – they can’t just apply business strategies without adaptation.
I’m particularly interested in exploring the intersection of impact measurement and sustainable revenue generation. Many organisations struggle to demonstrate their effectiveness to funders while simultaneously building diverse income streams. This could evolve into a future book project.
I’m also considering moving beyond traditional book formats. The feedback from “The SMART Fundraiser” readers suggests there’s demand for more interactive learning experiences – perhaps workshops, online courses, or even a certification program for fundraising professionals. In fact, I’m developing an upcoming training program focused on building sustainable revenue systems for mission-driven organisations.
My writing will continue to be driven by the problems I observe through Grovential’s work with organisations. As the funding landscape evolves and new challenges emerge, there will be opportunities to address those gaps through writing and training.
The long-term vision is to build a body of work that comprehensively supports mission-driven leaders at every stage of organisational growth – from startup funding to scaling operations to measuring and communicating impact. Each book should solve specific, urgent problems while contributing to that larger framework.
My approach will remain the same: focus on being useful rather than impressive, test ideas in real-world applications before publishing, and write for specific people facing concrete challenges rather than abstract audiences.
If you were going to be stranded on a desert island and allowed to take 3 or 4 books with you what books would you bring?
This is a tough question because I’d want books that could serve multiple purposes – inspiration, practical knowledge, and long-term re-readability.
“The Lean Startup” by Eric Ries – Beyond its business applications, this book is fundamentally about systematic problem-solving and testing assumptions. On a desert island, I’d need to constantly adapt and innovate with limited resources. The frameworks for experimentation and iteration could apply to everything from finding food to building shelter.
“Thinking, Fast and Slow” by Daniel Kahneman – Understanding how my own mind works would be crucial in isolation. This book explores decision-making, cognitive biases, and mental systems. When you’re alone and facing survival challenges, understanding your psychological patterns could mean the difference between rational decisions and panic-driven mistakes.
“The Power of Now” by Eckhart Tolle – Being stranded would likely create intense anxiety about the future and regret about the past. This book focuses on staying present and finding peace in difficult circumstances. Mental resilience would be as important as physical survival skills.
“The SAS Survival Handbook” by John Wiseman – Let’s be practical here. While the other books help with mindset and problem-solving, I’d also want concrete knowledge about finding water, building shelter, identifying edible plants, and signaling for rescue. This covers the basics of actually staying alive.
The first three books would help me maintain mental clarity and systematic thinking under extreme stress, while the fourth gives me practical tools for physical survival. Together, they address both the psychological and practical challenges of long-term isolation.
Honestly, I’d probably spend most of my time trying to apply lean startup principles to improve my shelter design rather than just reading for entertainment.
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