Cultivate Generosity from Within: Create a Giving Culture

Creating a strong culture of philanthropy within a nonprofit means recognizing that fundraising isn't just the responsibility of a select few — it’s a collective effort. Every staff member, from program directors to administrative staff, plays a role in engaging and fostering relationships with donors. That is the essence of a “giving culture.”

“A big part of helping people feel empowered to participate is demystifying what goes into fundraising,” says Juliet Jacobs, the ASPCA’s Director of Foundation Partnerships. “Integrating fundraising staff with program teams and encouraging collaboration is key. When everyone is aligned, fundraising is much more successful.”

The building blocks for a giving culture consist of several concepts and best practices. By embracing these strategies, nonprofits can build a giving culture that enhances fundraising success, enabling greater impact to save more animals. 

Shared Goals

People who communicate with donors are often not directly involved in all aspects of an organization’s day-to-day work, so fundraising staff should communicate closely with “boots on the ground” staff. With information from frontline teams, fundraisers can effectively and accurately relay information to donors about how their dollars are being used to help the mission.

Donor Engagement

To give donors better insight into the impact of their support, let them hear directly from staff doing the work. You can facilitate this through event participation or site visits, which offer fantastic opportunities to build relationships with donors.

Storytelling & Reporting

Stories about the animals you serve can be incredibly impactful. Beyond animal stories, collecting data is essential to evaluate the impact of your efforts. Impact data is also often a requirement for grants. As a result, staff from across an organization play a major role in gathering the content and data that is key to maintaining grants and building donor relationships.

Keep in mind some elements of effective storytelling: 

• Make an emotional connection: A well-told story evokes emotion and inspires action. Animal welfare donors have strong emotional connections with our cause because pets are near and dear to us all.
• Highlight your organization’s role: Showcase how your services helped solve a problem.
• Use photos and videos to bring stories to life: That cute picture a staff member snaps can transform a fundraising appeal. 
• Personalize stories for different audiences: Use different types, lengths, and formats (email, social media, newsletters, etc.).
• Use stories responsibly: Back up stories with data and strategy and be conscientious with content. There may be sensitivities with people involved in a story or legal issues related to sharing content.

Community Engagement

Community members who support your cause, including volunteers and supporters, are integral to a giving culture. These connections can be vital, particularly for a small organization.

• Recruit volunteers to assist in fundraising activities, events and administrative tasks and offer opportunities that match their skills and interests. Provide them with training and resources to effectively communicate your organization's mission and fundraising goals so they can be ambassadors for your work.
• Leverage the expertise and networks of board members to identify fundraising opportunities and cultivate donor relationships.
• Partner with local businesses, community organizations and other stakeholders to expand reach and resources. Offer to collaborate on joint fundraising events, campaigns or initiatives that benefit both parties and the community.

Celebrate Wins

Celebrating our successes, no matter how small, helps build a positive and motivated internal culture. When we acknowledge our achievements with staff, volunteers, donors and the broader community, we reinforce the value of their contributions and inspire continued support. Sharing success stories and milestones shows everyone that their efforts make a difference and energizes everyone.

Say “Thank You”

Thanking donors is one of the easiest and most effective ways to build and nurture relationships. It's not just about sending tax receipts; it's about ensuring donors feel valued and understand the significance of their contributions. Donors are more likely to renew their gifts if they receive a prompt thank you. Beyond that, you can show gratitude throughout the year, not just when you’re asking for more money.

Consider hosting a “thank-a-thon,” where staff or volunteers can call donors just to express gratitude. Additionally, acknowledging major contributors with events or site visits helps engage donors and shows the impact of their support. 

You don’t always need to roll out the red carpet; even small steps can significantly enhance how gratitude and philanthropy are integrated within your organization. These incremental changes can ultimately bolster fundraising and strengthen our lifesaving efforts.