Creating a Culture of Philanthropy

Sheree Cannon
Apr 8
3 min read

Updated: May 14

Why fundraising isn’t a department—and how to build a team-wide mindset of shared responsibility and sustainable giving

Sheree Cannon | Nonprofit Strategist & Consultant | Author

Introduction

Too many nonprofit organizations treat fundraising like a side job—something the development staff handles, or the executive director carries alone. But long-term financial sustainability doesn’t come from one person, one event, or one annual campaign. It comes from culture.

A true culture of philanthropy weaves fundraising into the fabric of the organization. It’s not about turning everyone into a fundraiser—it’s about helping everyone understand how their role supports relationships, generosity, and long-term mission funding.

This white paper explores what a culture of philanthropy really is, why it matters now more than ever, and how you can begin building it—whether you’re a solo founder or a multi-site organization.

What Is a Culture of Philanthropy?

At its core, a culture of philanthropy means that everyone in the organization:

Understands how fundraising supports the mission
Sees donors as partners, not interruptions
Takes responsibility for contributing to a healthy donor experience
Believes that asking for support is an act of inclusion—not an imposition

"It’s not about everyone making asks. It’s about everyone understanding and honoring the value of relationships, storytelling, gratitude, and invitation."

Why This Culture Shift Matters

When fundraising is siloed, it becomes a source of stress, guilt, or avoidance. The development team is overburdened. The board feels unclear or uncomfortable. Program staff don’t connect their work to revenue.

In contrast, when fundraising is seen as a shared effort:

Donor relationships deepen
Internal collaboration improves
Fundraising becomes proactive, not reactive
Staff feel more empowered and connected to impact
Board members feel more confident in their role

“Philanthropy is everyone’s job—because funding the mission is everyone’s responsibility.”

Signs Your Organization Lacks a Culture of Philanthropy

Fundraising is only discussed by one person or department
Staff and board members avoid donor conversations
Thank-you’s are inconsistent or only sent by the ED
Fundraising feels disconnected from programming
Donors aren’t sure how their gift made a difference
The team treats fundraising as “extra,” not essential

None of this means your organization is broken. It means the culture needs to shift.

Five Steps to Build a Culture of Philanthropy

1. Normalize Talking About Money—Internally First

Create space for open, shame-free conversations about funding. Discuss how your budget supports the mission. Help your team understand where money comes from, and why fundraising is essential—not optional.

2. Involve Program Staff in Donor Engagement

Invite staff to share impact stories. Bring them to donor meetings. Help them see the connection between their daily work and donor generosity. This builds pride and clarity—not pressure.

3. Equip Your Board With Confidence and Clarity

Shift the narrative: fundraising is about relationships, not just asking. Offer training, role definitions, and real-life examples of how board members can support development in ways that fit their strengths.

4. Celebrate Fundraising Wins as a Whole Team

When a big gift comes in, or a campaign hits goal—don’t just tell the ED or development director. Celebrate it across departments. Help everyone feel the joy and impact of generosity.

5. Lead With Vision, Not Just Urgency

Stop fundraising from a place of fear. Start inviting from a place of possibility. When your whole organization believes in the impact you’re creating—and sees fundraising as part of that story—your culture begins to shift.

Creating Culture Takes Time—But It Starts With Intention

This kind of shift won’t happen overnight. But it starts with a decision: We are not going to carry fundraising in a silo anymore.

That decision creates space for:

A more empowered staff
A more engaged board
A more connected donor community
A more sustainable mission

Conclusion: Philanthropy Is a Shared Act of Leadership

Creating a culture of philanthropy isn’t about getting everyone to ask for money—it’s about getting everyone to understand their role in sustaining the mission. When that understanding is shared, fundraising becomes more joyful, more effective, and more aligned.

You don’t have to do this alone. But you do have to start somewhere.

Begin with one conversation. One shared win. One shift in language.

Culture changes through small, repeated, intentional acts. Start now.