Community-Centric Fundraising: A Shift in Perspective
In the world of fundraising, the conversation about best practices is always evolving. Within that conversation, one stand-out topic is community-centric fundraising. And for good reason. As our collective understanding of equity and social justice deepens, more fundraisers and nonprofits are reexamining how we communicate with donors — and, more importantly, how we talk about the communities involved in our work.
At Fuse, we work alongside organizations of all sizes, helping them shape fundraising strategies that reflect both who they are and who they serve. Through this work, we know that one-size never really fits all. Which is why we are here to be thoughtful observers and active participants in this ongoing conversation.
So, let’s talk about it.
What is Donor-Centered Fundraising?
If you’ve worked in or around fundraising, you probably know this model well. Donor-centered fundraising refers to a long-established approach that positions the donor as the central figure in a nonprofit’s story. In this framework, donors are heroes who save the day the moment they give. Consequently, messaging is usually tailored to what they want to hear, how they want to be recognized, and what makes them feel most engaged.
And for many organizations, this model has been effective. It can inspire generosity, offer clarity around impact, and foster strong emotional connections.
But it's not the only way to fundraise. And it’s not without its blind spots — particularly when it comes to equity, power, and the role of community.
What is Community-Centric Fundraising?
Community-centric fundraising is a relatively newer framework that shifts the spotlight. Instead of centering narratives around donors, it advocates for centering the community served. Donors are still important. Still valued. But they are seen as partners and conduits of change — not saviors or heroes.
In this model, communities are not passive recipients of help. They are active participants in improving their own lives, once they have the resources and support to do so. The goal is not just to raise money — but to build a more equitable, just, and collaborative world.
It’s a fundamental shift. One that asks fundraisers to reexamine power dynamics and reflect deeply on how language, strategy, and storytelling shape perceptions.
The 10 Principles of Community-Centric Fundraising
These principles, developed by the Community-Centric Fundraising movement, offer a foundation for rethinking fundraising practices through a lens of equity and justice:
1. Fundraising must be grounded in race, equity, and social justice.
2. Individual organizational missions are not as important as the collective community.
3. Nonprofits should be generous with, and mutually supportive of, one another.
4. All who engage in strengthening the community are equally valued, whether volunteer, staff, donor, or board member.
5. Time is valued equally as money.
6. Treating donors as partners, and this means that we are transparent, and occasionally have difficult conversations.
7. Fostering a sense of belonging, not othering.
8. Promoting the understanding that everyone personally benefits from engaging in the work of social justice — it’s not just charity and compassion.
9. Seeing the work of social justice as holistic and transformative, not transactional.
10. Recognizing that healing and liberation requires a commitment to economic justice.
These aren’t strict rules. They’re guideposts. A way to reflect on how fundraising practices either reinforce or challenge existing systems of power and inequality.
Why It Matters
Let’s be real: community-centric fundraising is not a plug-and-play model. It’s complex, nuanced, and still evolving. Some organizations are embracing it wholesale. Others are skeptical or unsure how it fits with their current donor base. Many are somewhere in between.
And that’s okay.
What matters is that this conversation is happening. That nonprofits, fundraisers, marketers, and donors alike are asking hard questions:
· Who is centered in our storytelling?
· Are we reinforcing inequities or promoting equity through our language and strategies?
· Can we build stronger, more authentic relationships by shifting our focus?
Even without adopting the entire framework, the ideas behind community-centric fundraising are prompting broader reflection for many. For example, some are exploring ways to shift language to better reflect community perspectives. Others are thinking more critically about transparency in donor communications, the value of collaboration across organizations, or how time and lived experience are valued organizationally.
These conversations aren’t about finding a universal approach to fundraising. They’re about creating space to consider what values are being communicated through our fundraising strategies — and how those values shape the relationships we build.
A New Chapter in the Story of Fundraising
Fundraising has always been about storytelling. But stories are shaped by who gets to tell them, how they choose to tell them, and who is at the center of them.
Community-centric fundraising challenges us to tell a different story. One where communities are not victims to be rescued, but partners with power. One where donors are not heroes swooping in, but allies walking alongside.
The truth is that every organization has its own voice — whether it’s grounded in traditional donor-centered messaging, community-centric principles, or a thoughtful blend of both. In a world that’s constantly changing, staying flexible and open-minded is key. And it’s important to recognize that frameworks like community-centric fundraising bring more new ideas to the table for consideration.
No matter how you do it, fundraising isn’t just about the dollars raised. It’s about the relationships we build, the stories we tell, and the better world we can build together.
We’re always learning and navigating through the evolving fundraising landscape. If you’re looking for a partner to approach messaging thoughtfully and intentionally, feel free to connect with us.