Why Clarity of Values Matters More Than Clever Marketing

🧠 The research

Recent surveys by Giving USA and The Nonprofit Alliance highlight a strong shift in donor preferences: people want their giving to reflect their identities and beliefs. 78% of Gen Z and Millennial donors say they research a nonprofit’s values before giving, and nearly half say they’ve stopped donating to an organization due to perceived misalignment. Transparency, tone, and storytelling now matter as much as outcomes.

💭 My take on it

This trend isn’t about flashy branding — it’s about values clarity. Donors are asking: Do I see myself in your mission? And more importantly, do you see me? The strongest organizations are getting specific about what they stand for — and communicating it with empathy and integrity.

🔧 What this means for you

Here’s how small nonprofits can align with this shift:

• Be explicit about your values — don’t just imply them

• Use stories that connect to identity and lived experience

• Acknowledge complexity — donors appreciate nuance

  • See how I helped one nonprofit segment their donors for clearer messaging

• Tailor impact reporting — show why your work matters, not just what you did

Values-informed fundraising builds loyalty, not just revenue.

References

The State of Giving - Embold Research

emboldresearch.com/the-state-of-giving

Giving USA 2024 - Annual Report

Understanding Giving USA Giving USA is an annual publication that provides a comprehensive overview of charitable giving in the United States. It is researched and authored by the Indiana University Lilly Family School of Philanthropy and published by the Giving USA Foundation.

www.linkedin.com/pulse/giving-usa-2024-annual-report-gabriele-delmonaco-wgewe