Authenticity in Action: How Value-Aligned Fundraising Engages Donors

Do you ever find yourself on an endless treadmill, chasing donations only to feel drained by the time the next funding cycle begins? This burnout loop is all too familiar in nonprofits—a cycle born from the long-standing belief that scarcity and constant struggle are simply “part of the job.” But what if we could break that cycle? What if we could adopt a mindset of abundance, one where our core values naturally attract supporters who are inspired to invest in our work?

The truth is, your organization’s values are its most magnetic asset, resonating with people in a way that spreadsheets and statistics can’t. Donors are actively seeking organizations that reflect their own values, looking for partnerships that feel authentic and impactful. By leading with your values, you’re not just raising funds; you’re building genuine, lasting relationships with donors who feel truly aligned with your mission.

Why I’m committed to supporting nonprofits

Let’s rewind the clock a bit. My journey with nonprofits started as a teenager, working with a holiday wish program in my hometown. I was moved by the generosity of local families who saw giving back as an extension of their own abundance, a way to ensure every child could feel the magic of Christmas. These were people for whom community care and connection were deeply held values.

Over the years, my work with nonprofits grew alongside me, shaping my own leadership and understanding of impact. I was part of summer camps, led weekend conferences, wrote research on climate impacts in the Pacific Northwest, taught outdoor nature classes, and even helped build playgrounds in multiple communities. My path took me from small, two-person organizations to large, established nonprofits like United Way. I’ve taught fundraising and nonprofit leadership, witnessing firsthand the challenges nonprofits face as they strive to fulfill their missions.

Then came a shift that felt both unexpected and serendipitous: a transition into personal finance. At first, it seemed a detour, but as I dove into wealth strategy, estate planning, and charitable giving, I realized I was gaining a whole new perspective on philanthropy—seeing how big financial decisions are made and how powerful strategic giving can be.

Now, with The Good Philanthropist, my goal is to connect the dots from dollars to impact. I envision a world where philanthropy goes beyond transactions, creating authentic partnerships between donors and organizations to achieve lasting community change.

Finding your pathway to values-aligned philanthropy

How can you align your values with your fundraising as a nonprofit? The starting point is identifying or revisiting your core values.

For organizations that have undergone a values exercise before, your organizational values may already be familiar and clearly connected to how you engage with donors. But for many nonprofits, values can feel elusive—much like trying to remember all seven dwarfs: you think you know them, but there’s always one that slips through. Revisiting your organization’s values and determining which ones are truly central to your mission can help guide how you approach your fundraising and donor relationships. My hot take is to pick your top two to three - seven is probably too many to tackle at once. 

If your organization doesn’t have explicit values, consider setting aside time in a staff or board meeting to discuss what drives the work you do. Identify three core values that capture the essence of your mission and will stand the test of time.

Once you have clarity on these values, take stock of your current fundraising practices. How can you align these practices to explicitly reflect your core values? Let’s look at two common values—Empathy and Integrity—and how they can be woven into your fundraising approach.

Aligning Empathy with Fundraising

A nonprofit that values empathy might actively seek to understand and connect with the motivations and interests of its donors. Instead of focusing solely on dollar amounts, look to create an “impact story” series that highlights real-life testimonials—showing how donor support impacts the people or communities they serve.

Implementing this value in practice could include personalized thank-you letters that detail how donations directly support beneficiaries, or inviting donors to small group meetings where they can meet program participants. This approach shows donors that they are seen as partners, fostering a deeper emotional connection and reinforcing the nonprofit’s empathetic approach.

Aligning Integrity with Fundraising

For a nonprofit with a strong commitment to integrity, transparency in how funds are used is key. They might commit to regular, open communication about exactly how donations are allocated and what results have been achieved.

Implementing can be done through quarterly impact reports, where the nonprofit outlines specific projects funded by donations, the outcomes of those projects, and any challenges faced along the way. By clearly communicating both successes and areas for improvement, the organization builds donor trust and reinforces its dedication to honesty and accountability.

Finally, it’s crucial to consistently communicate your values to donors. Remind them why you choose specific approaches to sharing information, producing reports, or showcasing impact. Donors may need to hear your core values emphasized multiple times before they fully internalize and embrace them as part of your organization’s identity.

By reinforcing these values regularly, you not only strengthen donor relationships but also cultivate a shared understanding of your mission and vision, fostering a deeper connection to your work.

The Benefits of Value-driven fundraising

The benefits of keeping values central to your fundraising are extensive. First and foremost, fostering trust enhances donor engagement, allowing them to deepen their relationship with your organization. It also strengthens your organizational identity; when you truly embody your values, they become integral to your everyday operations and decision-making.

Moreover, this alignment extends beyond fundraising—it positively influences interactions with colleagues, participants, and clients alike. By consistently living out your values, you cultivate a culture rich with values within your organization.

Additionally, a strong values-driven approach can lead to greater donor retention, as supporters feel a genuine connection to your mission. Over time, this consistency not only attracts new donors but also inspires them to align themselves with your work, further amplifying your impact in the community.

By centering your fundraising efforts around your core values, you not only elevate your organization’s mission but also create a lasting legacy of trust and commitment in your community.

Taking the First Step with The Good Philanthropist

I invite you to continue this journey with me. Subscribe to my monthly newsletter for insights and tips on aligning your nonprofit’s fundraising strategies with your values. Follow me on social media for updates and discussions about impactful philanthropy. And if you're ready to take the next step in enhancing your organization’s fundraising efforts, explore the rest of my website to learn about my coaching and consulting services.

Together, we can create a more values-driven approach to philanthropy.