What is a Culture of Philanthropy?
A culture of philanthropy means everyone — board, staff, and volunteers — values relationships and fundraising, and all contribute to advancing the organization’s mission.
Fundraising and donor engagement are joint responsibilities, grounded in the principle that philanthropy is about building relationships and involves every staff member, not just the development team.
A true philanthropic culture prioritizes lasting relationships, gratitude, and alignment with the mission, encouraging generosity and shared purpose throughout the organization.
Two Key Elements of a Philanthropic Culture
Fundraising is not simply a function within the organization; it’s viewed as a central aspect of the organization’s mission. The commitment to fundraising permeates every level of the organization, reflecting its importance in sustaining and advancing the institution’s goals.
Gratitude
Gratitude is deeply embedded in the organization’s culture, extending far beyond the traditional thank-you notes. Appreciation is expressed consistently across all communications with donors, making it an integral part of the organization’s identity. This ongoing demonstration of gratitude ensures that donors feel valued and recognized for their contributions.
The organization honors its donors through genuine expressions of gratitude, meaningful recognition, and the sharing of impact stories. By highlighting the tangible effects of donors’ support, the organization fosters an environment that is welcoming and inclusive. This atmosphere encourages donors to continue their support and become repeat contributors.
Leadership
Leadership plays a pivotal role in modeling a culture of philanthropy. Leaders who actively participate in donor engagement and relationship-building efforts set the tone for the rest of the organization. Their involvement underscores the importance of philanthropy and reinforces the organization’s commitment to cultivating strong, lasting connections with donors.
How is a Culture of Philanthropy Embedded in the Donor Journey?
A culture of philanthropy transforms the donor journey from a series of fundraising tactics into a relationship-driven experience. It helps donors feel like partners in impact — deepening trust, increasing retention, and ultimately strengthening the sustainability of the organization.
Within the context of the Cause Selling Cycle, the donor journey unfolds through several interconnected stages:
- Prospecting: The journey begins with the identification of individuals who may be interested in supporting the organization. A culture of philanthropy is enhanced when everyone is encouraged to suggest individuals who may be aligned with the organization’s mission, vision, and values. In organizations where boards, staff, and volunteers are invested in the mission, they can introduce you to high-value contacts in their networks. When asked, they may join you on the first visit with that new prospect.
In my own career, donor acquisition is often supported by board members, major gift donors, and volunteers identifying individuals in their networks who may share the organization’s mission, vision, and values. When boards, staff and volunteers are deeply invested in the mission, they become enthusiastic ambassadors who can introduce high-value contacts to the organization.
Empowering boards, staff and volunteers as mission-driven ambassadors of your work is a passionate extension of their belief in your mission and involvement with your organization.
- Discovery: After prospects are identified, meetings are held to establish initial contact and begin building relationships. During these meetings, it is essential to understand and uncover the needs, interests, values, and motivations of each prospect. Donor discovery, in a culture of philanthropy, is a shared responsibility that treats donors as valued partners.
- Presentation: The organization then shares its mission and cause, aligning its values and goals with those of the prospective donor. It is during this stage that we uncover and respond to any objections. During this stage, a philanthropic culture values the donor as a partner in impact, leading to communications that prioritize storytelling, gratitude, and results.
- The Ask: Once a meaningful connection is established, a request for support is made. A philanthropic culture creates an environment beyond transactional fundraising, building a community where everyone feels ownership and understands giving as central to advancing the organization’s mission and work.
- Stewardship: After a gift has been received, the organization ensures excellent stewardship by maintaining ongoing communication and appreciation for the donor’s contribution. A culture of philanthropy encourages personalized recognition, invitations to deeper involvement, and ongoing support for staff and board members to ensure effective relationship building and donor engagement.
Every stage of the donor journey in the Cause Selling Cycle focuses on relationship-building. This lays the foundation for a strong culture of philanthropy, which is instrumental in driving organizational achievements and furthering the overall mission. When philanthropy is embedded across the organization, donors feel valued, understood, and connected to the mission at every stage.
Key Takeaways
A strong culture of philanthropy strengthens organizations by boosting employee engagement, improving recruitment and retention, and enhancing financial performance, trust, and resilience. Staff, board members, and volunteers become active champions of the mission, leading to stronger fundraising outcomes such as higher donor retention, increased giving, and growth in major gifts. By breaking down silos, fostering shared responsibility and leadership engagement, and integrating the Cause Selling Cycle, nonprofits can create lasting donor relationships and a greater impact.
Try Our Free Intro Course!
FUN600 introduces Cause Selling fundamentals and core fundraising skills to help you start building a strong culture of philanthropy at your organization. Use code JAN26INTRO by December 31, 2026, to enroll at no cost! To learn more about the Cause Selling Cycle, sign up for our no-cost Online Learning Portal.
Author Bio: Jack Alotto, MA, CFRE is a trainer and consultant for Fundraising Academy at National University. Reach him at jalotto@nu.edu or connect with him on LinkedIn at https://www.linkedin.com/in/jack-alotto-ma-cfre-8920526/