Redefine Philanthropy as a Cultural Revolution

We know that we live in fractured times, and now, more than ever, we must come together rather than tear things apart. The idea of philanthropy and doing good for the sake of others and humanity can play a central role in all of us doing better for ourselves and each other. So, what if we looked at the culture of philanthropy through a different lens?

We know that the modern idea of philanthropy in the USA has a lot to do with wealthy donors and large checks and ensuring that nonprofits retain as many donors as possible. However, if you've been following the giving trends, you know that donations continue to decline. You also understand that donors are now open about looking elsewhere to support good causes (e.g., impact funds). As a result, nonprofits should consider a cultural revolution around philanthropy. The time is right for it.

Redefining Social Values and Philanthropy

When I was a kid growing up, there was a sense of shared responsibility, which seems in short supply now. In my view, fostering a culture of philanthropy can go a long way toward easing society's burdens and bringing people together. As many in the nonprofit sector know, philanthropy is helping others and doing good for people. But philanthropy is also a cultural ecosystem.

The idea of philanthropy is more than just an act of doing good. It's a part of our culture, especially in the U.S., which leads the world in philanthropic giving. Instead of focusing as an industry on encouraging donors to give money, what would happen if nonprofits shifted the narrative? How about nonprofits focus on the idea of generosity and giving and all it means (e.g., giving of time, skills, knowledge)? What if nonprofits moved beyond money and asked people to come together to, first and foremost, do right by others?

Shifting From a Transactional to a Transformational Approach

Traditional philanthropy has come to become very transactional. To me, and perhaps to others, it's a lot of nonprofits asking for financial contributions from donors. That doesn't foster a culture of philanthropy. In my view, that turns people off, and it's no surprise there's a decline in giving. Instead of transactional ideas around philanthropy, nonprofits should focus on transformational giving, which almost everyone can do and participate in within a philanthropic ecosystem.

Why couldn't nonprofits shift away from continually asking for money in transactional messaging and focus on their transformational force for good? For instance, educational nonprofits can speak more about their transformative work to educate youth during a time of enormous change. Parents know their children must learn differently and become fluent in technology and continual disruption. I'm suggesting that the primary focus leans on the broader cultural/community/human story and not just on the good an organization's doing. 

Creating a Culture of Gratitude

A culture of philanthropy must have buy-in from staff, donors and the broader community. So, how can nonprofits shift the focus from the transactional (and less effective approach to philanthropy) to truly promoting a culture of good and philanthropy? The simplest way nonprofits can do it is to create a culture of gratitude, which is the foundation of doing right by others.

Gratitude for what we each have — even if it’s not a lot — is integral to doing social good for others. Therefore, nonprofits must master getting great at the art of gratitude. They need to go beyond the perfunctory acknowledgments and get creative about fostering a positive feedback loop about our collective gratefulness and, in turn, doing good for others. By doing so, nonprofits inspire interconnectedness, kindness, compassion and, of course, generosity. 

Empowering Partners and Not Beneficiaries

Nonprofits who serve their communities tend to view the people they serve as “clients” or “beneficiaries.” That's a mistake. The people nonprofits serve  should be viewed as “partners.” In other words, it makes it seem that the people with whom nonprofits work are passive beneficiaries.

If nonprofits want to foster significant transformative change, they must look at their communities and the work they do through the lens of partnerships. In other words, their constituents are partners. Beneficiaries, donors, volunteers and staff are all active partners within a nonprofit. In practice, it could mean having a board that primarily raises money and a board of people who actively participate with nonprofit leaders on programs that serve them and the community best.

Nonprofits have the power to create a cultural revolution and a ripple effect of change. Still, it requires getting beyond what's worked in the past and realizing that they can transform our collective identity. Yes, it's a big idea, but it's essential for nonprofits, philanthropy and our culture. Nonprofits need to get past transactional exchanges and invite everyone in their community to participate actively in a shared movement and journey to a better world.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.