Creating a Culture of Philanthropy

Fundraising often feels like a siloed responsibility within nonprofit organizations, typically falling on the development team. Realistically, it is largely their job — about 90% of the work often involves the development team creating the fundraising plan and executing it alongside the executive director.

In larger organizations with multi-million-dollar budgets, this model can work well and is often highly efficient. But in smaller organizations, fundraising may rest entirely on the executive director or a lean development department. Regardless of size, fundraising shouldn’t be limited to just one team — it should be embedded in the culture of the organization. Even if not every staff member has formal fundraising responsibilities written into their job description, everyone can still play a role in supporting fundraising efforts in ways that align with their work.

This doesn’t mean adding extra tasks to already full plates — especially in nonprofit environments where burnout is prevalent. Instead, it’s about identifying the parts of people’s current roles that already support fundraising and naming that as part of the culture.

What Does It Look Like in Practice?

Creating a culture of philanthropy is about making fundraising a shared value, not just a task. Here are a few ways to build that mindset across your organization:

1. Educate and Normalize Fundraising Language
   Normalize talking about fundraising in staff meetings — not just at year-end or during events. Demystify the process by sharing simple fundraising goals and showing how they connect to each team’s work.

2. Make Storytelling a Shared Responsibility
   Invite program staff to share success stories or client impact anecdotes regularly. Create a simple form, Slack channel, or other quick platforms for staff communications where team members can drop “mission moments” for the fundraising team to use. Recognize when a staff member’s story helps inspire a donation or grant.

3. Link Data to Dollars
   Help staff understand how tracking accurate data contributes directly to grant applications, donor reports, and overall fundraising success.

4. Empower Staff to Be Ambassadors
   Give all staff basic talking points about the organization’s impact, mission, and fundraising goals so they can confidently share your story within their own networks.

5. Involve Staff in Fundraising Campaigns
   In non-ask ways, invite staff to vote on campaign themes or storytelling strategies. Team members can also thank donors through handwritten notes, short videos, or social media shoutouts.

Final Thought

Relationship-building is at the heart of fundraising. When staff across departments understand how their work connects to the organization’s ability to raise funds, it fosters a more connected, collaborative environment — and ultimately, a more sustainable one.

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