Beyond Donors vs. Community: The Future Is Collaborative
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
As someone who’s spent nearly 30 years in the trenches of major gift work—building relationships, bridging tough divides—I know firsthand just how challenging it is to honor both your donors and your community. If you’re a major gift officer, development director, executive director, or board member, you’ve likely felt this tension yourself. In my experience, the “fundraising divide” isn’t just a headline—it’s an exhausting reality. And right now, it’s deepening.
The Divide: Where Pain Meets Possibility
I’ll never forget a recent conversation with a longtime donor. Five years of loyal giving behind them, they leaned in and said, “I’m done being just a checkbook. I want to be part of something bigger.” They left feeling unheard—a scene I hear repeated across the country. At the same time, nonprofit leaders confide in me: “My board’s split. Some want us to wine and dine major donors; others fear we’re perpetuating elitism. I’m losing sleep.”
But the data tells us this isn’t just anecdotal. The 2025 State of the Nonprofit Sector Survey reveals that while 85% of organizations expect service demand to increase this year, a staggering 36% finished 2024 with an operating deficit—the highest in a decade. Inflation is squeezing budgets, government funding is shrinking, and over half of nonprofits have only three months or less of cash on hand. Staff shortages and donor fatigue are at an all-time high.
A New Way Forward: Human-Centered Fundraising
In these moments, I always ask myself: What if we stopped seeing donors and communities as opposing forces? What if, instead, we built a framework where everyone—donors, community members, staff—are partners in impact?
Human-centered fundraising does exactly that. It’s not a buzzword. It’s building bridges in a sector hungry for connection, rooted in three pillars:
1. Shared Listening
Years ago, fundraising meant talking at people. Today, I’ve found the most powerful connections come from authentic, facilitated conversations. One approach I’ve seen work well: monthly “Story Circles.” Donors, staff, and community members share what drew them to the cause—no pitch, just listening. The outcome? Increased donations, yes, but even more important, deeper engagement and trust.
2. Transparent Impact
Donors don’t just want to know where their dollars went; they want to see themselves as part of a bigger solution. I recommend regular “Impact Ecosystem Reports” that show the ripple effects of every gift—how a donation, volunteer hours, and government funding weave together. When people see both their individual impact and their role in a broader change, loyalty surges.
3. Mutual Dignity
Over the years, I’ve learned that every interaction must honor the dignity and wisdom of each participant. Whether it’s your million-dollar donor or a community partner helping at a food pantry, each brings unique resources and insights. Drop the false hierarchies—real collaboration starts when everyone feels valued.
Case Study: The Shared Impact Council
Let me share a real-world example. Last month, I helped an organization facing split loyalties—major donors wanted traditional engagement, while community partners wanted genuine involvement. Instead of choosing, we created a “Shared Impact Council”: donors and community members together, setting priorities, designing programs, measuring success. Result? Their top donor increased their gift by 37% after feeling more deeply connected. Community satisfaction shot up. Suddenly, it was not “donor vs. community”—it was collaboration.
Five Actionable Steps to Start Today
Change doesn’t have to be overwhelming. Here are five steps you can try immediately:
Ask deeper questions: Start every donor and community conversation with “What brought you to this cause?” Listen—no agenda, just curiosity.
Daily human moments: One authentic act—handwritten note, simple call, genuine thank-you—can transform relationships.
Build story bridges: Share impact stories that include donors, staff, and community members. Siloed stories only reinforce divides.
Close the feedback loop: Gather regular input from all stakeholders and report back on what changed as a result.
Embrace abundance: Refer donors to partners when it serves your mission. Trust builds community, and organizations trusted by their communities receive more support.
Encouragement for the Road Ahead
In my career, I’ve learned that building bridges is ongoing, imperfect work. If you’re feeling stretched thin, remember—start small. Invite one donor to a community event as a participant, or ask a partner to join your next board meeting. The future of fundraising isn’t a choice between donors or communities—it’s honoring both.
Let’s move from fundraising for people to fundraising with people. That’s how donors become partners, community members become co-creators, and we become the bridge-builders this sector so desperately needs.
If you want to learn more about building bridges between your donors and your community, and how to implement human-centered fundraising in your organization, pre-order my new book, Calling All Heroes.
Has this sparked anything for you? Let’s connect on LinkedIn, share your thoughts, or pass this post along to a colleague who’s wrestling with the same challenges. Together, we can shape the future—one human-centered bridge at a time.
Are you ready to secure transformational gifts? Amplify your impact? Accelerate your org’s fundraising success?
Join us at the upcoming Excellence in Major Gift Fundraising Seminar—October 13–15, 2025, and gain actionable strategies for today’s toughest major gifts fundraising problems: getting ghosted, donor retention, lapsed donor re-engagement, building relationships virtually, and expanding your prospect pipeline.
→ Learn more and reserve your spot today!
Keep scaling,
Tammy Zonker
Author, Major Gift Expert & Keynote Speaker
President, Fundraising Transformed
President, Modern Institute for Charitable Giving
ps – This certified seminar has been one of the sector’s most reputable major gift fundraising seminars for 34 years. Trusted by 12,000+ alumni. Seating is limited, and early registration is underway—secure your spot today!
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