Building A culture of giving: Beyond the Annual AppEal

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Every fall, nonprofits gear up for the same familiar sprint: build the appeal, refine the messaging, press send, hope for the best. Year-end campaigns matter, of course - but when fundraising becomes something we do rather than something we are, we unintentionally narrow what’s possible. At Stillwater, we’ve seen again and again that the most resilient organizations don’t treat giving as a seasonal event. 

They cultivate it as a shared practice - something rooted in curiosity, clarity, trust, and genuine human connection. A true culture of giving begins long before an ask is made. It starts with leaders - board members, executives, staff - willing to articulate why they care, what moves them and how new resources will impact those they serve. When leaders model generosity and curiosity, others follow. When they speak openly about the mission and invite supporters into that story, they create a current that carries everyone forward.

And then there’s the steady, relational work between the big moments. Checking in simply to share a piece of good news. Asking for advice before asking for support. Calling donors by name, remembering their hopes for the organization, and closing the loop with authentic gratitude. These small gestures signal something profound: you belong here, and we’re building this together.

Clarity also matters. When organizations speak honestly about what success looks like - and what it will take to get there - donors don’t feel pressured; they feel invited. They understand their role in a larger narrative of progress and possibility.

When nonprofits embrace this deeper, more human approach to philanthropy, everything changes. Giving becomes less about transactions and more about shared purpose. Donor relationships deepen. Momentum builds. And support flows not just at year’s end, but all year long.

That’s the heart of a culture of giving - and it’s one of the most powerful investments a nonprofit can make in its future.