How to Start a Culture of Philanthropy in Your Nonprofit

First things first: What is philanthropy? Philanthropy is “the desire to promote the welfare of others, expressed especially by the generous donation of money to good causes”, and culture can simply be defined as a “way of life” of groups of people, meaning the way they do things. In order to impact a meaningful shift in culture, we must first understand that it takes time, intentionality, and consistency.

So, where should we focus our time and efforts? We must focus on building and expanding authentic and meaningful relationships.

Internally, the relationships with our employees can be deepened through a strong employee giving and engagement program, consistent communication about our projects, and how their involvement makes a difference. A culture of philanthropy grows and expands when employees understand that their organization is deserving of charitable philanthropic support and that their willingness to serve as “connectors” and “cultivators” helps to fulfill the mission of their organization. Philanthropy helps organizations do more, do it better and do it faster – when employees begin to understand the true impact of philanthropy on their daily efforts, it becomes less intimidating.

Organizations who embrace philanthropy know that while the development staff is responsible for FUNDRAISING, others within the organization understand that PHILANTHROPY goes beyond one department and can articulate its importance.

Externally, consistent two-way communication and relationship building with our donors and the communities we serve is key. We must move away from treating a gift/donation as a transaction and truly invite our donors, volunteers, and prospects to become an integral part of our organizational family. By focusing on cultivation and stewardship efforts, we begin to shift toward a much more engaged constituency. Our communities support us for a reason and by listening to their stories, properly channeling their strengths to further our mission, and celebrating the tremendous impact that we are making together, they will be inspired to continue to help us!

Each relationship made is a possible future donor. Focus on consistent and intentional actions that deepen relationships in order to expand your philanthropic culture. Relationships and quality service/care = philanthropy and giving.

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Marti Barrow, CFRE
Vice President of Client Services
PRIDE Philanthropy