Stop Reporting. Start Relating.

Why it’s time to take “reporting to donors” off your fundraising to-do list

Every year, nonprofit teams spend untold hours drafting donor reports—annual impact recaps, special email updates, outcome-heavy PDFs packed with stats and bullet points. The goal? To prove that gifts were well spent.

But here’s the problem: reporting is one-way communication.

It tells. It explains. It checks a box.

It doesn’t connect.

And connection is the whole point. In values-based fundraising, our goal isn’t to perform for donors—it’s to be in relationship with them.

From Updates to Invitations

Instead of crafting the perfect update, what if you opened a conversation? What if every message to a donor said:

“What part of this work speaks to you?”

“How does it feel to be part of this community?”

These are trust-building conversations. They move beyond information-sharing and into meaning-making. They don’t just show donors what you’re doing. They show them they belong and invite them to stay engaged.

Centering Community, Not Donors

Traditional reporting often centers the donor—proving to them that the organization is efficient, effective, and grateful. But that keeps the donor in the spotlight instead of the community driving the work.

In values-based fundraising, we center the community. We share stories that reflect collective impact. We invite donors to reflect—not just react. And we remind them that they’re part of something bigger than a transaction.

Ask Feeling Questions

Want to deepen connection in your next donor message? Ask a question that invites reflection, like:

💭 How did it feel to make your gift?

🌱 What part of this work feels most meaningful to you?

🧭 Where do you see yourself in this story?

💬 What’s giving you hope right now?

You might not always get a response—and that’s okay.

The act of asking the question still matters. It shows donors they’re not just funders. They’re part of the fabric of your mission.

Let Go of the Urge to Prove

You don’t need to prove your worth in reports. You need to nurture relationships built on shared values, trust, and belonging. That’s what moves money to mission—and what sustains our work in the long run.

So here’s your permission slip:

✅ Cross “report to donors” off your list.

✅ Replace it with: “Connect with a donor.”

✅ Make it a conversation, not a performance.

Need help crafting your next donor message—or picking the right question to ask? Reach out. We’d love to support you.