How Values-Based Fundraising is Changing Donor Engagement?

Donors are changing quickly. They don’t just want to donate and move on. They are looking for something more meaningful- a real connection, and want to give to nonprofits that match their own values, beliefs, and passions. 

This shift is creating a new approach to giving: values-based fundraising. 

Why Values Matter More Than Ever 

Fundraising used to focus mostly on money—how much was raised or how many donors gave.  

But now, the questions are changing: 

• Does this nonprofit stand for what I believe in? 

• Will my gift really make a difference? 

• Can I trust this organization? 

How to Connect with Donors Through Shared Values 

Want to raise more support and build genuine, long-term trust? 

It starts with one powerful idea: shared values. 

Here are five ways your nonprofit can practice values-based fundraising that feels authentic and works. 

 1. Be Clear About What You Stand For 

Start with your core values. What drives your mission? Justice? Sustainability? Equity? Make these values easy to find on your website, social media, and emails. 

2. Tell the Human Story Behind Numbers 

Data may inform, but stories inspire. 

Tell stories about lives you've changed, communities you've helped, or a team member living your values. Stories build trust and connections. 

“They didn’t just give me food—they helped me believe in myself again.” — Community member. 

According to Classy's 2023 report, campaigns that included storytelling saw 22% higher engagement. 

3. Talk With Donors 

• Ask donors what matters to them and they will happily participate in a conversation.  

• Use surveys, host Q&As, or reply to comments on social media. 

The more personal the connection, the more likely they are to stick with your cause. 

4. Show Where Every Dollar Goes 

Transparency is key. Show donors how their gift makes a difference—through updates, success stories, and clear reporting. 

The Edelman Trust Barometer found that transparency is one of the top reasons people trust nonprofits. 

5. Offer More Than Just Giving 

Many donors want to do more than donate. So, let them: 

• Volunteer 

• Advocate 

• Attend events 

• Share your message 

People are more committed when they feel involved. 

Real-Life Example: Fresno Mission  

When Fresno Mission reimagined how it connected with supporters, it leaned on one core belief—everyone deserves to feel included and valued in the giving process. 

They focused on storytelling, diversified their communication channels, and invested in digital tools that made it easier for donors to engage and give. 

The results were powerful: 

• 116% increase in smaller, one-time donations (gifts <$5,000) 

• ~25% growth in their recurring giving / membership program 

• ~1,000 new donors added during this period 

By aligning their values of inclusion and accessibility with transparent communication and emotional storytelling, Fresno Mission transformed donor relationships into a true community movement. 

Conclusion 

Values-based fundraising marks a necessary shift in how nonprofits connect with donors. 

By showing donors what you stand for, listening to what matters to them, and being transparent about your work, you can build real, lasting relationships. 

And that’s what leads to long-term support and impact. 

 

Ready to Take Action? 

Connect with CLASS Consulting Group today to build a fundraising strategy that truly resonates.