Creating a strong culture of philanthropy within a nonprofit isn’t just a lofty goal—it’s essential for long-term success. When everyone in the organization, from the leadership team to the newest volunteer, understands and embraces the importance of giving and fundraising, incredible things can happen. It fosters a shared sense of responsibility and commitment to your cause, encouraging everyone to contribute to and support your fundraising efforts.
In this guide, we’ll walk you through the key steps to building a culture of philanthropy in your nonprofit. Whether you’re starting from scratch or looking to strengthen what you already have, these practical steps will help you create an environment where generosity thrives and every member feels empowered to support your mission. So let’s dive in and begin this journey toward a more philanthropic and engaged organization.
Table of Contents
- Step 1: Assess Your Current Culture
- Step 2: Secure Leadership Commitment
- Step 3: Invest in Education and Training
- Step 4: Integrate Philanthropy into Everyday Practices
- Step 5: Recognize and Celebrate Philanthropy
- Step 6: Evaluate and Sustain the Culture of Philanthropy
Step 1: Assess Your Current Culture
Before you can make meaningful changes, it’s important to understand where your organization stands right now. Taking a good, honest look at your current culture will help you identify strengths to build on and areas that need improvement.
Start with Internal Surveys and Conversations
Consider sending out anonymous surveys to your staff, board members, and volunteers. Ask them how they perceive philanthropy within the organization and about their personal experiences with fundraising efforts. These surveys can provide candid feedback that might not surface in everyday interactions.
I remember working with a food bank that decided to conduct such a survey. They were surprised to find that many staff members didn’t feel connected to the fundraising efforts. They believed fundraising was solely the responsibility of the development team. This insight was crucial—it highlighted the need to involve everyone in the organization’s philanthropic activities.
Identify Strengths and Areas for Improvement
Once you’ve gathered feedback, take the time to analyze it carefully. Look for common themes and patterns. Perhaps your team feels there’s a lack of communication about how donations are used, or maybe they don’t feel equipped to talk about fundraising confidently.
In the food bank’s case, while staff felt disconnected from fundraising, they also expressed a strong passion for the mission and enjoyed interacting with clients during food distributions. This was a strength they could leverage—they just needed guidance on how to translate those interactions into support for the organization’s financial goals.
Engage in Open Dialogue
After analyzing the feedback, bring everyone together to discuss the findings. Create a safe space where staff and volunteers can share their thoughts and ideas openly.
At the food bank, they held a series of staff meetings where people could voice their opinions and brainstorm solutions. One idea that emerged was to have staff and volunteers share personal stories about the impact of the food bank during donor events. This approach helped personalize the mission and made fundraising efforts more authentic and engaging.
By thoroughly assessing your current culture, you’re setting a solid foundation for building a more philanthropic organization. This step ensures that your approach is tailored to your specific needs and paves the way for meaningful, lasting change.
Step 2: Secure Leadership Commitment
A culture of philanthropy starts at the top. When leaders are visibly committed to fundraising and giving, it sets the tone for the entire organization.
Leaders as Role Models
Leaders should actively participate in fundraising activities, make personal donations, and openly discuss their commitment to the mission. This isn’t just about financial contributions; it’s about demonstrating passion and involvement.
I worked with a men’s shelter where the executive director, Michael, made it a point to participate in every major fundraising event. He didn’t just attend—he engaged with donors, shared heartfelt stories about the men they served, and even participated in overnight sleep-outs to raise awareness. His enthusiasm was infectious, and it motivated the entire team to get more involved.
Communicate the Vision Clearly
It’s important for leadership to articulate the organization’s commitment to philanthropy clearly and consistently. This means weaving it into speeches, newsletters, and everyday conversations.
At the men’s shelter, Michael started a weekly update that always included a section on the impact of donor contributions. He shared stories of men who had turned their lives around with the shelter’s help, reinforcing the importance of fundraising and how everyone’s efforts made a difference.
Create a Leadership Philanthropy Committee
Consider establishing a committee made up of board members and senior staff dedicated to promoting philanthropy. This team can spearhead initiatives and ensure that efforts align with your organization’s goals.
In one case, an international relief organization formed such a committee to address declining donor engagement. The committee organized workshops to educate staff about the importance of philanthropy and developed new strategies for donor outreach. Their efforts led to a significant increase in fundraising and a more cohesive team approach to donor relations.
Commit to Continuous Learning
Encourage leaders to engage in ongoing education about fundraising and philanthropy. This could be through workshops, conferences, or webinars.
At the men’s shelter, the leadership team attended a national conference on nonprofit fundraising. They returned energized with fresh ideas that they eagerly shared with the rest of the staff. This commitment to learning signaled to everyone that philanthropy was a priority.
When leadership is fully committed and actively involved in philanthropy, it inspires the whole organization to follow suit. This top-down influence is crucial for nurturing a culture where giving and fundraising are embraced by everyone.
Step 3: Invest in Education and Training
Empowering your team with the right knowledge and skills is essential. When staff, board members, and volunteers understand fundraising and feel confident in their roles, they’re more likely to contribute effectively.
Develop Educational Programs
Organize workshops and seminars focused on different aspects of philanthropy. Topics could include fundraising fundamentals, donor relations, and effective communication strategies.
At a food bank attached to a church, they started monthly training sessions. One popular workshop was “Storytelling for Impact,” which taught staff and volunteers how to share compelling stories about their work to inspire donors. This not only improved fundraising efforts but also helped unify the team around their shared mission.
Offer Training Sessions
Provide specific training for staff and volunteers on fundraising techniques. This might include how to make an effective fundraising ask, how to build relationships with donors, or how to use digital tools for campaigns.
An international relief organization offered training on social media fundraising. One volunteer, Sarah, used what she learned to launch an online campaign that not only met but exceeded their fundraising goal. Her success inspired others to explore new fundraising avenues.
Share Success Stories
Highlight both internal and external success stories to motivate your team. When people see tangible results, they’re more likely to engage.
At the church’s food bank, they created a “Wall of Gratitude” featuring stories and photos of team members who made significant contributions to fundraising efforts. This recognition fostered a sense of community and encouraged others to step up.
Provide Ongoing Resources
Create a library of resources, such as books, articles, and online courses, that team members can access to further their knowledge.
They also set up an online portal where staff could access fundraising resources, templates, and best practices. This made it easy for everyone to stay informed and equipped to participate in philanthropic activities.
Encourage Professional Growth
Support your team’s professional development by offering opportunities to attend conferences or pursue certifications.
When one staff member at the international relief organization expressed interest in becoming a Certified Fund Raising Executive (CFRE), the organization supported him by covering the certification costs. He brought back valuable knowledge and strategies that benefited the entire team.
Investing in education and training empowers your team to embrace and promote a culture of philanthropy confidently. It enhances their ability to contribute effectively and reinforces the importance of philanthropy throughout the organization.
Step 4: Integrate Philanthropy into Everyday Practices
To truly build a culture of philanthropy, it needs to be woven into the fabric of your organization’s daily operations.
Align Policies and Procedures
Review your organizational policies to ensure they support fundraising goals and encourage philanthropic behavior.
At the men’s shelter, they revised their policies to include expectations around staff participation in fundraising events. This didn’t mean everyone had to be a fundraiser, but they were encouraged to support events in ways that fit their roles, whether that was helping with logistics or promoting events to their networks.
Incorporate Philanthropy into Onboarding
Include philanthropy education in your onboarding process for new staff and volunteers. Set the expectation from day one that fundraising is a collective responsibility.
When I volunteered with a food bank attached to a church, part of my orientation included a session on the importance of philanthropy. They explained how each department contributed to fundraising efforts, which made me feel like an integral part of the mission right from the start.
Embed Philanthropy in Performance Metrics
Consider incorporating fundraising and philanthropy-related objectives into performance evaluations.
At the international relief organization, team members set personal goals related to supporting fundraising efforts. For some, this meant participating in awareness campaigns, while for others, it was about contributing ideas for fundraising initiatives. Recognizing these efforts in performance reviews reinforced their importance.
Foster Cross-Department Collaboration
Encourage different departments to work together on fundraising initiatives.
In one organization, the program and development teams collaborated on creating donor materials that highlighted the impact of their work in disaster-stricken areas. This not only improved the quality of the materials but also fostered a deeper understanding between departments about how their efforts complemented each other.
By integrating philanthropy into everyday practices, it becomes a natural part of your organization’s culture rather than an afterthought.
Step 5: Recognize and Celebrate Philanthropy
Recognition goes a long way in motivating continued engagement. Celebrating successes reinforces the importance of philanthropy and makes people feel valued.
Implement Recognition Programs
Establish ways to acknowledge and celebrate contributions to fundraising efforts.
At the food bank, they started a “Philanthropy Champion” program. Each month, someone who made a significant impact on fundraising efforts was featured in the internal newsletter and given a small token of appreciation. This program boosted morale and encouraged others to get involved.
Host Appreciation Events
Organize events to thank your volunteers and donors.
The men’s shelter hosted an annual “Heart of Gold” banquet, inviting donors, volunteers, and staff to celebrate the year’s accomplishments. They shared stories of individuals who benefited from their services, making the impact of everyone’s contributions tangible.
Share Impact Stories
Regularly communicate the difference that fundraising efforts are making.
They also created a series of short videos highlighting success stories, which were shared on social media and during staff meetings. Seeing the real-world impact of their work kept everyone motivated and connected to the mission.
Visual Displays of Gratitude
Consider creating visual reminders of your organization’s impact.
In the church’s food bank, they installed a mural featuring messages of thanks from families they had helped. Staff, volunteers, and visitors found it inspiring, and it served as a constant reminder of why their philanthropic efforts mattered.
Recognizing and celebrating philanthropy keeps the momentum going and fosters a positive, motivated culture.
Step 6: Evaluate and Sustain the Culture of Philanthropy
Building a culture of philanthropy is an ongoing process. It’s important to regularly assess how things are going and make adjustments as needed.
Monitor Progress
Set measurable goals and track your progress toward building a philanthropic culture.
At the international relief organization, they developed key performance indicators such as staff participation rates in fundraising events and the number of cross-departmental initiatives. Regularly reviewing these metrics helped them stay on track.
Gather Feedback Regularly
Continue to solicit feedback from your team.
They conducted quarterly surveys to check in with staff and volunteers about how they felt the culture was evolving. This feedback was crucial for identifying areas that needed attention.
Adapt and Improve
Be willing to make changes based on what you learn.
When they noticed that attendance at training sessions was declining, they sought input and discovered that scheduling conflicts were a major issue. By offering sessions at different times and recording them for later viewing, participation improved significantly.
Ensure Leadership Continuity
Prepare for leadership transitions to maintain momentum.
When the men’s shelter’s director announced his retirement, they made sure that the search for his replacement emphasized finding someone who valued and understood the importance of their philanthropic culture. This helped ensure a smooth transition without losing the progress they had made.
By continually evaluating and adapting, you can sustain a vibrant culture of philanthropy that supports your organization’s mission over the long term.
Building a culture of philanthropy isn’t something that happens overnight. It requires commitment, collaboration, and ongoing effort. But the rewards are well worth it. When everyone in your organization feels connected to the mission and understands the importance of giving and fundraising, it creates a powerful force for good.
I’ve seen firsthand how organizations transformed by embracing these steps. Staff became more engaged, fundraising efforts became more successful, and most importantly, the organizations were able to make a greater impact in their communities.
So take the first step. Assess where you are, engage your team, and start building a culture where generosity thrives. Your organization—and the people you serve—will be better for it.
