Dept.1 Research: The rise of values-informed fundraising

🧠 The research

Recent surveys by Giving USA and The Nonprofit Alliance highlight a strong shift in donor preferences: people want their giving to reflect their identities and beliefs. 78% of Gen Z and Millennial donors say they research a nonprofit’s values before giving, and nearly half say they’ve stopped donating to an organization due to perceived misalignment. Transparency, tone, and storytelling now matter as much as outcomes.

💭 My take on it

This trend isn’t about flashy branding — it’s about values clarity. Donors are asking: Do I see myself in your mission? And more importantly, do you see me? The strongest organizations are getting specific about what they stand for — and communicating it with empathy and integrity.

🔧 What this means for you

Here’s how small nonprofits can align with this shift:

• Be explicit about your values — don’t just imply them

• Use stories that connect to identity and lived experience

• Acknowledge complexity — donors appreciate nuance

  • See how I helped one nonprofit segment their donors for clearer messaging

• Tailor impact reporting — show why your work matters, not just what you did

Values-informed fundraising builds loyalty, not just revenue.

📣 Need help updating your messaging to reflect your mission more clearly?
Book a 20-minute messaging makeover, or send in a question to be featured in a future edition. Let’s make sure your donors feel seen — and inspired.

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