The Fear of Change: How to Successfully Implement Community-Centric Fundraising

Recently, our CEO led a workshop on community-centric fundraising (CCF) for Communities in Schools - National. One issue surfaced time and again from participants: fear — specifically, the fear that implementing CCF principles might alienate more conservative donors. For many organizations, this fear stems from a genuine concern that changing their fundraising approach could result in losing critical funding, leaving their communities without the resources to implement effective programming and direct services. It's a valid concern but also a fear that can be overcome with thoughtful, strategic planning.

What is Community-Centric Fundraising?

Community-centric fundraising is a fundraising model that emphasizes equity, collective support, and mutual benefit over traditional donor-centric approaches. It asks organizations to move away from practices prioritizing donors' preferences at the expense of the communities being served. Instead, it calls for centering the community's needs and voices while building deeper, more authentic relationships with donors.

At its core, CCF pushes organizations to acknowledge harmful practices, such as over-glorifying donors, using poverty-porn narratives, or relying on systems that perpetuate inequality. But this is exactly where the fear sets in. Many organizations worry that disrupting the status quo will alienate those donors who have been their most reliable sources of financial support. They're afraid of biting the hand that feeds them.

The Fear of Losing Donations is Real—but So Is the Solution

It's important to acknowledge that the fear of losing donations is very real, especially for organizations that rely heavily on major donors or corporate funders who may not align with the values of community-centric fundraising. However, the key to overcoming this fear lies in strategic planning. If you anticipate that this approach will put off certain funders, you can plan for how to compensate for the potential loss of funds through other means. Here are a few ways to address this challenge:

Diversify Your Funding Sources: Don't put all your eggs in one basket. The more diverse your funding sources, the less vulnerable you are to losing any single revenue stream. Look at expanding your base of smaller, community-based donors or applying for grants from foundations that already support equity-centered work.

Communicate Your Why: Before making changes to your fundraising approach, be clear about your values and your "why." Engage your donor base in transparent conversations about the shift. While some donors may not align with this approach, others may be inspired by your bold commitment to change and deepen their support.

Plan for Gradual Implementation: Implementing CCF doesn't have to happen overnight. Start with smaller steps and gradually integrate new principles into your fundraising efforts. This can help reduce the shock for donors while also giving you time to adjust your strategy based on feedback and results.

Develop Contingency Plans: If you know that certain funders may pull back or withdraw support, make sure you have a contingency plan in place. This could involve ramping up marketing and communications efforts to attract new donors, exploring alternative funding models, or increasing community engagement to build broader support.

While the fear of losing donations is understandable, inaction can perpetuate harmful practices. Embracing community-centric fundraising with a strategic approach can shift your organization to more equitable fundraising models that sustain long-term impact.