From donor portfolios to donor communities
By Ellie Starr, Chief Executive Officer / Founder
Stop cultivating donors. Start building community. I’m not just saying that to be provocative, I’m saying that because it’s necessary.
Of course, we still need thoughtful, individual donor relationships. Major gift work will always depend on understanding personal motivations, passions, and capacity.
But if our strategy stops there, we’re missing something powerful — and deeply human. One of the biggest shifts I encourage nonprofit leaders to make is moving from a portfolio mindset to a community mindset.
We spend so much time asking: How do I move this donor forward? How do I deepen this one relationship?
Those questions matter. But there’s a bigger one: What do our donors have in common — and how do we bring them together around it to form community?
We are living in a moment where people are hungry for belonging. Fewer people find community through traditional places like faith institutions or long-standing civic groups. But the desire hasn’t gone away. If anything, it’s stronger.
Your organization can become one of the places where people find that sense of community.
I’ve seen this come to life in powerful ways:
Donors connected not just to a cause, but to each other, because they shared a personal connection to the same issue
Small groups formed around a specific program area, where insiders learn about challenges, breakthroughs, and what’s ahead
Volunteer days where supporters work side by side — not just writing checks, but participating together
Advisory or “insider” groups that offer access, education, and a feeling of shared purpose.
In these spaces, something shifts.
The donor is no longer just in a one-to-one relationship with an institution or gift officer. They are part of a collective effort. A circle. A movement. A “we.” That sense of community does three important things:
It deepens commitment. People are far more likely to stay engaged when their identity is tied not only to the organization, but to a group of others who care about the same thing.
It makes the work more meaningful. Giving stops feeling transactional. It becomes participation in something larger than oneself.
It supports retention naturally. When people feel they belong, they don’t quietly drift away. They stay connected — emotionally and financially.
Your major gift strategy should absolutely include tailored conversations and individual plans. But alongside that, ask your team: Where are we creating spaces where donors experience us together? How are we helping supporters see they are part of a community, not just a mailing list? What would it look like if belonging was one of our core stewardship goals?
Fundraising isn’t only about moving individuals through a pipeline. It’s about building a place where people are proud to belong.