Ignite Connection: Transforming Passive Participants into Passionate Partners

“Words mean more than what is set down on paper. It takes the human voice to infuse them with deeper meaning.” – Maya Angelou

In their decades of working alongside organizations to create stronger cultures of philanthropy and raise more major gifts, Managing Director Kerry Bartlett, MBA, CFRE, and Director of Marketing and Communications Becky Brandt embrace the process of helping close stakeholders discover the deeper meaning and power of their organization’s core values and brand.

In this blog post, Kerry and Becky share examples of ways guided values and branding discussions can lead to elevated philanthropic commitment and greater impact.

Connecting Through Shared Values Drives Deeper Relationships with Major Donors

Major donors typically aren’t driven to give solely based on project plans or naming opportunities. Their investments in your organization are rooted in shared vision and values. At its core, giving at this level is a values exchange. Donors want to invest in causes that align with their beliefs and aspirations for the world. They seek partners to create greater, lasting impact. Your responsibility is to clearly articulate your organization’s values in ways that invite connection.

Messaging Starts with Listening

By engaging in deep conversations with board members, staff, and other close stakeholders, the essence of your value statements can be discovered, revealing the emotional and ethical heart of the organization. These insights fuel messaging that is not only authentic but also deeply resonant with your mission-aligned major donors and prospects.

What can you expect when you provide this opportunity?

At a recent session we facilitated, board members were excitedly talking about why they give their time to volunteer. They identified the feelings they want others to have when they think about their organization and shared stories about outcomes they’ve personally witnessed. One exclaimed, “We should have these conversations at EVERY board meeting!” Beyond the value of the information gathered, these participants felt energized and more capable of connecting others to the mission…“I feel like I can talk to anyone about our campaign now!”

When offering staff the opportunity to share their input, the results are similarly powerful. They willingly disclose their personal truths about the work they perform, the deep meaning of their relationships with those served, and the successful outcomes they witness, demonstrating the “why” and “why now” of your mission. As one staff member said in a recent session, “Sometimes we get so caught up in the process and pressure of finding funding for bricks and mortar. It’s amazing to take a step back and think about the big picture…to solidify our common message about the ‘why’ of our campaign.”

With careful listening, every conversation contains ideas for themes, compelling stories, and visuals that will appeal to prospective donors who share your values – and ultimately a vision for what your program (and greater community) will look like when your organization delivers on its mission.

When close stakeholders are involved in defining the deeper meaning of your values, they’re no longer just reciting them; they’re embodying them. This shared understanding creates confident ambassadors and a ripple effect of authentic messaging.

Why It Matters Long-Term

Beyond fundraising results, intentional values and brand discovery have lasting benefits. This work unites and builds confidence among internal teams and invites donor loyalty. When stakeholders see you’ve delivered on your messaging promises, trust is strengthened, and relationships are reinforced.

Your intentional brand implementation will generate sustainable emotional ties with donors and create expectations for future communications. Developing strategic messaging isn’t just a marketing task; it’s a mission-critical exercise that involves expressing your values through committed messengers, earning trust, and inspiring investment in a better future.

Bringing It All Together

Through our decades of nonprofit leadership and communications experience, we have learned that your organization’s core values are more than guiding principles; they are a powerful tool for engagement, inspiration, and investment. When clearly articulated and consistently communicated, they become the foundation of trust and a spark that fuels major gifts. Strategic messaging rooted in authenticity transforms donors from passive supporters into passionate partners.

At its best, philanthropy is not a transaction — it’s a heartfelt alignment of belief and purpose. Values bring that alignment to life. As you move forward, remember: your values don’t belong in a binder; they belong in every conversation, campaign, and call to action. Make them visible. Give them life. That’s how you build a culture of philanthropy that lasts.

Ready to move from value statements that are just words on paper to mission-driven messaging that inspires?

Carter can help you get there.