What nonprofit leaders can teach us about building lasting supporter relationships

Overall, charitable giving grew by 5.4% in 2025, the strongest revenue growth in five years. Meanwhile, the number of donors fell by an estimated 3.6%, marking the fifth consecutive year of declining donor participation.

If nonprofits must do more with fewer supporters, what can we learn from the organizations that continue to earn supporters’ trust month after month?

To glean much-needed answers, we spoke with four nonprofit leaders across the GoFundMe Pro network working in education, childhood cancer, disaster relief, and kidney health. Each shared a perspective on what keeps supporters engaged after their first donation.

Meet the leaders behind the lessons

• Lizzie Rock, Community Giving Manager at Khan Academy
• Bernie Mauricia, Co-founder and CEO of Oncology And Kids
• Mila Gonzalez, Philanthropy Manager at Global Empowerment Mission
• Sean Rugenstein, Senior Director of Digital Strategies at the National Kidney Foundation

Their stories were different, but the advice they shared was remarkably consistent. Three themes emerged across every conversation.

Personal connection creates the first gift

For many supporters, the first connection is personal. A story, a person, or a shared experience often comes before a donation.

For Bernie, that connection came from watching his high school friend face childhood cancer. It eventually led him to volunteer at Camp Reach for the Sky, where he saw how much support families needed beyond medical treatment.

Sean’s path into nonprofit work, on the other hand, began at home. Growing up in a family dedicated to service, he later realized he could combine that commitment with his interest in data and technology.

Lizzie’s connection to education was personal, too. As a student, she struggled with comprehension and retaining information in class. Her experience shaped her belief in learning tools that allow students to move at their own pace.

The takeaway: It all starts with people, not programs. That’s a reminder that the strongest fundraising doesn’t begin by explaining what your organization does. It begins by helping supporters connect with why it matters.

Listening earns trust

No matter the cause, listening emerged as a common thread across every conversation. When organizations take time to understand the people they serve, they can build more meaningful programs, tell more authentic stories, and give supporters compelling reasons to stay engaged.

Bernie said one of the biggest lessons he’s learned is that healing looks different for everyone:

“Resilience isn’t about pretending everything is OK. It’s about finding hope, building meaningful connections, and having people around you who remind you that you never have to face life’s hardest moments alone.”

That understanding shapes Oncology And Kids’ programs and the way the organization tells its story. By listening to families’ experiences beyond treatment, the team can communicate the ongoing challenges they face and help supporters understand why their involvement matters long after a diagnosis.

Mila shared a similar lesson about disaster recovery. At Global Empowerment Mission, that means working alongside local communities throughout the recovery process and sharing those stories with supporters. Doing so helps people understand that recovery continues once the headlines fade.

Bring supporters along on the journey

When supporters can see the progress their generosity makes possible, they gain confidence that their gifts matter. That trust is what turns one-time donors into long-term supporters.

The nonprofit leaders we spoke with don’t assume supporters will stay engaged simply because they gave once. They keep supporters informed about how the work is evolving, what challenges remain, and how their generosity continues to make an impact.

For nonprofits, every follow-up is an opportunity to strengthen the relationship. Share stories from the field, celebrate milestones, explain what comes next, and help supporters see the lasting difference they make.

Putting these lessons into practice

Creating a personal connection. Listening. Bringing supporters along on the journey. None of these ideas require a larger team or a bigger budget. They each begin with small, intentional choices.

As your organization grows, the challenge becomes delivering those experiences consistently across every campaign and supporter interaction. That’s where the right technology can help.

The technology behind stronger supporter relationships

Technology doesn’t build relationships. People do. However, the right tools make it easier to create the kinds of experiences that strengthen those relationships over time.

With GoFundMe Pro’s Campaign Studio, nonprofits can build branded donation experiences, personalize suggested gift amounts with Intelligent Ask Amounts, reduce friction with payment options like Apple Pay, Google Pay, and Venmo, and more. Together, these tools help keep supporters connected long after their first donation.

Ready to turn these lessons into action? Download our recurring giving playbook for practical guidance on strengthening supporter relationships, increasing donor retention, and building a sustainable monthly giving program.

Need the tools to bring that strategy to life? See how GoFundMe Pro helps nonprofits create personalized donor experiences, reduce friction, and keep supporters engaged over time.

Copy editor: Ayanna Julien