Beyond fundraising: How building community strengthens nonprofit sustainability

Nonprofits thrive or fail based largely on the success of their fundraising efforts, but fundraising alone cannot ensure sustainability. What if the key to resilience lies not just in raising funds but in building a stronger community of stakeholders? Community building—cultivating a network of engaged donors, volunteers, board members, and beneficiaries who share a sense of belonging and commitment—might be the most overlooked strategy for long-term success. 

Research shows the impact of prioritizing grassroots engagement and localized impact on nonprofit sustainability. A report by Independent Sector highlighted that nonprofits emphasizing community engagement achieved greater financial stability and volunteer retention, proving the power of connection. 

Over my last eight years working in marketing in the nonprofit sector, it’s become clear to me community isn’t just about stewarding your donors. Emphasizing community building allows volunteers, board members, donors, and beneficiaries all an opportunity to rally around your mission and take ownership of your success. Building out your nonprofit’s network of supporters fosters trust, shared purpose, and long-term loyalty.  

What could your nonprofit achieve by prioritizing community building as much as fundraising?  

The benefits of community building 

In my experience, there are three critical ways community building supports nonprofits that invest in it:  

1. Donor retention: Building relationships, not transactions 
   When donors feel a sense of belonging, they stick around. No one wants to be treated as a transaction; when the emphasis is on community building, it turns one-time contributors into long-term partners. Share regular updates and behind-the-scenes stories to create emotional connections and a tangible sense of impact for your donors. 

2. Volunteer engagement: Creating advocates from within 
   Engaged volunteers are more than helpers—they become advocates and donors themselves (76% of volunteers donate to the same organization). Consider creating ambassador programs where passionate supporters can share your cause with their networks. These initiatives can quickly deepen volunteer loyalty, provide a natural space for continued engagement with your volunteers, and expand your nonprofit’s reach organically. 

3. Increased visibility and credibility 
   A connected community amplifies your voice. Eighty-eight percent of consumers (aka your potential donors) trust word-of-mouth advocacy from friends and family. What better way to break through all the digital noise? Trust is the cornerstone here—an active, vocal community builds credibility for your nonprofit’s mission. 

Strategies for building community 

Most nonprofits emerge out of a clear community need (think food banks, homeless shelters, health-focused foundations). So it would make sense that engaging the community is a natural way to find the support you need to fundraise.  

Here’s how you can get started on building community:  

1. Start with a clear vision 
   Your purpose has to be crystal clear if you want people to invest their time, energy, and/or money in your community. For example, a food bank might highlight how every $10 feeds a family for a week, directly connecting supporters to the impact of their contributions. When your purpose is clear, it turns casual supporters into passionate participants.  

2. Leverage storytelling to build connections 
   Storytelling connects people emotionally to your mission. Share stories of impact from donors, volunteers, and beneficiaries. A heartfelt story can transform a casual follower into a dedicated supporter. Organizations like Candid offer resources and tools to help nonprofits enhance their storytelling techniques, enabling them to effectively communicate their impact and engage their communities. 

3. Foster active participation 
   Give your upcoming community members opportunities to engage meaningfully. Whether it’s an online forum or an in person collaborative event, creating spaces for your community to connect on their own builds stronger ties. Regular participation fosters a sense of ownership and loyalty within your community.  

4. Celebrate community contributions 
   Acknowledging your supporters goes a long way toward ensuring sustainability. Whether it’s volunteer spotlights, social media shoutouts, or appreciation events, recognition strengthens relationships. For example, Greenpeace’s community cleanups showcase the power of celebrating contributions, inspiring continued involvement.  

Nonprofits are uniquely positioned to be the community—builders of the future—after all, our missions are meant to rally and inspire the average person into action. By cultivating trust, belonging, and engagement, you’re creating a foundation of support; in dollars, volunteer hours and brand support, that will sustain your mission through any challenge. The money and financial security will follow the community if nonprofits take the time to invest.   

What might your organization achieve with a vibrant, connected community at its core?  

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