The Human Side of Fundraising
Reimagining Fundraising: Human Connection, Storytelling, and Donor Relationships
When it comes to nonprofit fundraising, success often lies in balancing empathy, strategy, and genuine human connection. Jason Brown, Director of Operations - US at Kutoa Project, shared his insights into the evolution of fundraising, the importance of human capital, and how to create lasting relationships with donors.
Building Donor Relationships: A Journey of Growth
Jason’s journey into nonprofit fundraising began with what he calls “baptism by fire.” Early in his career, storytelling was a trial-and-error process, and he admits it took time to refine the approach. Initially, fundraising efforts focused heavily on financial asks and relied on shock-value narratives. Over time, Jason learned to shift the focus from simply sharing stories to inviting donors to be part of the journey.
“It’s about telling the story in a way that connects with people’s experiences,” Jason explains. This shift transformed donor engagement into a collaborative process, allowing individuals to see themselves in the mission.
The Role of Human Capital
A key to Jason’s fundraising success has been prioritizing human capital. “It’s not just about money—it’s about building relationships that last,” he shares. From handwritten thank-you notes to personalized donor touchpoints, every interaction is an opportunity to strengthen trust.
By investing in tools like donor management software, the Kutoa Project has been able to track relationships, follow up thoughtfully, and maintain a sense of community among donors. Jason credits this approach with retaining nearly all of their donors over the past decade.
Why Storytelling Matters More Than Giving Tuesday
One of Jason’s boldest insights is his critique of Giving Tuesday. “It creates this misnomer that all goodwill happens on one day,” he says. Instead, Kutoa Project focuses on year-round storytelling. They weave narratives about counseling, training, and community programming into their communications, making donors feel like ongoing partners in the mission.
This approach not only resonates more deeply but also reflects the organization’s commitment to long-term impact rather than short-term fundraising spikes.
Lessons for Nonprofits: Delegate and Elevate
Jason is also a big advocate for working smarter, not harder. He advises nonprofits to delegate tasks that require specialized expertise—like videography or copywriting—to professionals. “You’ll spend less time fixing mistakes and more time focused on what you do best,” he says.
For the Kutoa Project, delegating tasks like storytelling through video and investing in marketing tools has paid off significantly. Their storytelling efforts, combined with tools for streamlining operations, have enabled them to scale and grow while staying true to their mission.
Putting Fun Back in Fundraising
Ultimately, Jason emphasizes that fundraising doesn’t have to be stressful. “If you’re not having joy in what you’re doing, figure out why,” he says. For him, the joy comes from seeing the impact of the work—empowering communities, fostering healing, and making donors feel like they’re part of something bigger.
Key Takeaways for Nonprofits
Focus on human capital. Build meaningful relationships with donors through personalized interactions.
Tell authentic stories. Shift away from shock-value narratives to empower your audience with shared experiences.
Invest in tools and talent. Delegate where needed and use the right tools to streamline operations.
Think beyond one-day campaigns. Prioritize year-round storytelling over quick fundraising spikes.
Find the joy. Fundraising is more effective—and sustainable—when it feels rewarding.
For more about Kutoa Project and their approach to fundraising, visit kutoaproject.org.
You can also read the case study for the work Sereth did for Kutoa’s brand identity and website.
