Furward Fundraising

The Value Connection: Why Shared Values Drive Donations

Now more than ever, people are making choices based on their values. This includes whom they work for, what they buy, and which charitable causes they support.

That’s why it comes as no surprise to us that organizations that clearly communicate their values see significantly higher donor engagement.

TrueSense Marketing’s brand tracking shows that among people who are aware of five national nonprofits, those who had recently donated to these organizations were much more likely to feel a values alignment (61%) compared to non-donors who are aware of the organizations (36%). For The Humane Society of the United States (Humane World For Animals, as of February 2025), alignment reaches an impressive 66%.

This connection between shared values and financial support reflects broader trends. According to a CNBC/Momentive survey, 54% of U.S. employees would accept lower pay to work at a company that shares their values, and 56% wouldn’t consider working for companies with values they disagree with (CNBC/Momentive, 2023).

In the consumer space, Consumer Goods Technology reports that 82% of shoppers prefer brands that reflect their personal values, with 75% having stopped purchasing from brands due to value misalignment (Consumer Goods Technology, 2024).

Demographics of Values-Based Giving

The importance of values alignment varies across demographic groups. Research from the Millennial Impact Report shows that 90% of Millennials are motivated to give by a compelling mission that aligns with their personal values, compared to 79% of Baby Boomers (Case Foundation, 2020). As younger generations gain more economic power and are able to give more, it’s time for organizations to recognize the importance of values alignment in their fundraising strategies for this audience.

Values Communication Channels

How organizations communicate their values matters — a lot! According to the Donor Engagement Study by Pursuant (2023), donors who follow organizations on social media report 27% higher values alignment than those who receive only traditional communications. Effective values communication happens through:

• Authentic storytelling that demonstrates values in action.
• Transparent impact reporting that connects values to outcomes.
• Consistent messaging across all channels, from social media to direct mail.
• Visual representation of values through imagery and design choices.

The Two-Way Value Exchange

Values alignment creates more than just immediate donations: It builds sustainable relationships. Donors who feel aligned with an organization’s values are 3.4 times more likely to become recurring donors and 2.7 times more likely to increase their giving over time (Donor Loyalty Study, Blackbaud Institute, 2023). This creates a virtuous cycle where values-aligned donors become increasingly invested in the organization.

Measuring Values Alignment

You can improve your values-based fundraising by implementing systems to measure alignment. Effective approaches include:

• Regular donor surveys that assess perceived values alignment.
• Social listening tools to track how stakeholders perceive your values.
• Focus groups with donors and non-donors to identify areas of disconnect.
• Analysis of giving patterns correlated with specific values messaging.

Living Your Values

Authenticity in values expression is paramount. According to Double the Donation’s Trust Factor Report (2024), 68% of donors research how organizations treat employees and implement values before making significant gifts. Organizations must ensure their internal operations, partnerships, and public stances authentically reflect their stated values.

Implications for Fundraisers
For fundraisers, the evidence is compelling and the implications clear:

1. Values alignment is crucial: If prospective donors don’t share your values or can’t identify them, securing gifts becomes significantly more challenging. The difference between non-donor and donor values alignment (36% vs. 61%) underscores this point dramatically.
   
   
2. Personal identity matters: Although the perception that an organization is “making a difference” increases modestly from 65% to 75% after giving, shared values perception jumps from 36% to 61%. This suggests that giving is deeply connected to personal identity and self-perception.
   
   
3. Explicit communication is essential: Clear value statements such as, “We believe every animal deserves humane treatment and care” create powerful alignment opportunities with potential donors.
   
   
4. Demographic strategies: Tailor values communication differently across age groups, with particular emphasis on values expression for younger audiences.
   
   
5. Channel optimization: Leverage social media and storytelling to demonstrate values in action rather than simply stating them.
   
   
6. Measurement drives improvement: Regularly assess how effectively your values are being communicated and perceived.
   
   
7. Authenticity is nonnegotiable: Ensure your organization truly lives its stated values, both internally and externally.

When organizations consistently demonstrate their values, a welcoming space is created for donors to align — not just financially, but through their personal identity with a nonprofit’s cause. In today’s values-conscious environment, this alignment is a critical factor in fundraising success.

If you’d like to learn more about the direct correlation between your brand’s values and your fundraising outcomes, check out our webinar Using Brand Tracking to Identify Opportunities and Challenges in Fundraising.

References

1. CNBC/Momentive. (2023). Workplace Values Survey. [Corporate values increasingly influence employment decisions.]

2. Consumer Goods Technology. (2024). Consumer Values and Purchasing Behavior Report. [Values-based shopping trends]

3. TrueSense Brand Tracking Study. (2024). Values Alignment Among Donors and Non-donors. [Internal research comparing values perception]

4. Case Foundation. (2020). The Millennial Impact Report: Understanding How Millennials Engage with Causes and Social Issues.

5. Pursuant. (2023). Donor Engagement Study: Channels and Communications Analysis.

6. Blackbaud Institute. (2023). Donor Loyalty Study: Factors in Long-term Giving Relationships.

7. Double the Donation. (2024). Trust Factor Report: What Influences Major Gift Decisions.

10 Ways to Make Your Animal Care Fundraising Resonate Across Generations

Imagine an animal lover named Linda. She’s 68 and likes when her local animal shelter posts animal videos on Facebook. She faithfully mails a check every time the organization sends her an appeal.

Jessica, age 45, takes her dog to the shelter’s annual Bark and Brew beer-tasting event. She was recently promoted at work and feels ready to make a more meaningful contribution to the cause she cares about.

Ash, 34, just bought his first home and adopted a dog. When the shelter followed up with fun and compelling text messages, he was inspired to set up a monthly contribution.

Meanwhile, Kai, 22, volunteers at the shelter and organized a fundraising challenge on social media for special-needs animals awaiting homes.

To raise the most revenue for your animals, your donor marketing needs to resonate with Linda, Jessica, Ash, and Kai (and many others!). The best messaging taps into universal values while aligning with generational preferences.

To connect with donors across generations, be sure to …

1. Rethink “Old!”
   If you’re picturing a grandma who needs help sending an email, think again. Today’s senior donors are online and love communicating with their phones. They consume videos and share stories on social media. This means your digital strategy shouldn’t exclude older supporters. They’re often among your most engaged online audience members and appreciate compelling visual content just as much as younger donors.

2. And Rethink “Young!”
   Young donors don’t read or send mail, right? Actually, test after test keeps debunking this myth. In 2024, address-label freemiums kept winning with younger donors. These supporters are still opening mail, with one member of Gen Z telling us, “Getting a letter in the mail from my favorite nonprofit made me feel appreciated.” Today’s data shows us your direct mail program remains valuable across generations.

   

3. Avoid Hyperbole and Exaggeration.
   Younger donors tend to be more skeptical. If you’re going to say, “The need has never been more urgent,” be ready to make a compelling case as to why. Back up emotional appeals with intake numbers, medical costs, and specific animal stories that demonstrate genuine urgency.

   Think of your Gen X donors who grew up during significant cultural shifts and tend to be more pragmatic — even cynical. They value transparency. Showing them how their donations translate to animal care (“Your $100 donation helped Max receive emergency surgery”) can appeal to their sensibilities.

4. Offer Donors a Great Deal.
   Baby Boomers grew up during an era when stretching a dollar was necessary, and many developed a lifelong appreciation for value and efficiency. When you clearly demonstrate how far a donation goes (“Your $25 provides a week of meals for a homeless dog” or “Every gift will be matched, dollar for dollar”), you’re speaking to their desire for value and good stewardship.

   At the same time, a younger donor may not feel like their modest donation is enough to make an impact. Showing them that $15 can make a real difference can motivate them to give what they can.

5. “Show the Receipts.”
   Younger donors are savvy. They know how to Google for your Form 990 to see how you’re spending their donations. They can draw their own conclusions about how you work. They want to know that if you ask them for a donation, you’re going to spend it the way you said you would. Showing transparency and impact builds trust across generations.

6. Prioritize Accessibility.
   Accessibility ensures that all individuals can participate in the donor experience. When you craft a campaign, think of your older donors whose eyesight and dexterity may not be what they used to be. Consider also the fact that at least 20% of U.S. adults between the ages of 18 and 29 rely entirely on smartphones for internet access. If a website or donation page doesn’t work well on a mobile device, it effectively excludes those users.

   Accessibility is not only best practice, but it’s an extension of your mission to nurture a more compassionate world for pets and people. (You can learn more about this topic on our blog.)

7. Embrace Authenticity.
   Authenticity resonates across generations. Share genuine stories of animals in your care — their challenges, transformations, and triumphs. Don’t sugarcoat. Donors across generations, but especially younger ones, have developed highly sensitive “authenticity detectors.” They’ve grown up in a media-saturated environment filled with slick marketing and can quickly distinguish between genuine communication and mere polish. An iPhone video showing behind-the-scenes shelter work or a card that looks like it came from a real person’s desk can sometimes build a stronger emotional connection than a high-budget production.

8. Communicate Across Multiple Channels.
   Different generations have different channel preferences, but most donors engage across multiple platforms. Integrate your messaging across email, social media, direct mail, texts, and SEM to create a cohesive experience. Offer various donation methods — from traditional checks to Donor Advised Funds to QR codes — to accommodate different generational preferences and comfort levels.

9. Use Inclusive Imagery.
   Ensure your visual content represents diverse people of all ages connecting with animals. This helps donors of every generation see themselves in your mission.

10. Create Community Across Generations.
    Foster opportunities for multigenerational engagement through donor recognition, volunteer programs, and events that bring together animal lovers of all ages around your shared mission.

Engaging donors across generations is no small feat, and if you’re already making efforts to tailor your messaging, you’re doing incredible work! Every interaction — whether it’s a check from Linda or a peer-to-peer campaign from Kai — means more support for the animals in your care. Keep experimenting, learning, and refining your approach, and know that your efforts are making a real impact. Your ability to connect with supporters of all ages saves lives, and that’s something to be proud of.

We’d Love to See You in Person!

The TrueSense Animal Care team is on the move, and we’d be delighted to connect with you at an upcoming conference. Please let us know if you’ll be attending any of these industry gatherings by emailing our VP & Managing Director at kristin.serrano@truesense.com or Director of Business Development at pamela.pulkownik@truesense.com. We can’t wait to see you there!

• July 30-August 1: Annual Bridge to Integrated Marketing & Fundraising Conference

• August 19-21: Colorado Animal Welfare Conference

• September 8-10: TNPA Leadership Summit

• September 15-17: New Mexico Humane Conference

• November 3-6: The Association for Animal Welfare Advancement Annual Conference