The human side of nonprofit fundraising
Successful nonprofit fundraising is rarely about the perfect ask. More often, it comes down to a balance of empathy, strategy, and genuine human connection.
We sat down with Jason Brown, Director of Operations (US) at Kutoa Project, to talk about how his approach to fundraising has evolved, why he puts people at the center of everything, and how to build donor relationships that last. Here's what we learned, along with ways you can put his insights into practice.
From shock value to invitation
Jason describes his start in nonprofit fundraising as a "baptism by fire." In the early days, storytelling was trial and error. Like many organizations, Kutoa's first efforts leaned heavily on financial asks and shock-value narratives designed to provoke an immediate response.
Over time, Jason shifted the focus from simply sharing stories to inviting donors into the journey.
"It's about telling the story in a way that connects with people's experiences."
That shift turned fundraising into a collaborative process. Instead of positioning donors as rescuers, it helped them see themselves as part of the mission. It also honored the dignity of the young people Kutoa serves, presenting them as people with strength and hope rather than as objects of pity.
Try this: Look at your last fundraising appeal. Does it lead with crisis and urgency, or with connection and possibility? Try rewriting one paragraph so it invites the reader into the story rather than asking them to rescue someone.
Investing in human capital
For Jason, the key to sustainable fundraising is prioritizing people over transactions.
"It's not just about money—it's about building relationships that last."
Every interaction is a chance to build trust, from handwritten thank-you notes to personalized check-ins. Kutoa Project also uses donor management software to track relationships, follow up thoughtfully, and keep a sense of community among supporters. Jason credits this approach with helping them retain nearly all of their donors over the past decade.
Try this: Choose five of your longtime donors and reach out this month with no ask attached. A handwritten note, a short video update, or a quick call to say thank you can strengthen a relationship more than any appeal.
Storytelling beyond Giving Tuesday
One of Jason's boldest insights is his take on Giving Tuesday.
"It creates this misnomer that all goodwill happens on one day."
Rather than concentrating energy on a single day, Kutoa Project focuses on year-round storytelling. They weave stories about counseling, training, and community programs into their communications throughout the year, so donors feel like ongoing partners rather than once-a-year contributors.
That doesn't mean one-day campaigns have no value. But relying on them alone can lead to short-term spikes instead of the steady, long-term support that sustains real impact.
Try this: Map out a simple storytelling calendar with one story per month. Rotate between programs, people, and milestones so supporters see the full picture of your work throughout the year.
Delegate and elevate
Jason is a big believer in working smarter, not harder. He encourages nonprofits to delegate tasks that require specialized skills, like videography or copywriting, to professionals.
"You'll spend less time fixing mistakes and more time focused on what you do best."
For Kutoa Project, bringing in outside help for video storytelling and investing in marketing tools has paid off. Combined with tools that streamline operations, these choices have helped the organization grow while staying true to its mission.
Try this: List the tasks that take your team the most time but fall outside your expertise. Pick one to delegate, even on a small scale, and see how much capacity it frees up.
Putting the fun back in fundraising
Above all, Jason believes fundraising doesn't have to be stressful.
"If you're not having joy in what you're doing, figure out why."
For him, the joy comes from seeing the impact of the work: communities empowered, young people healing, and donors who feel part of something bigger than themselves.
Key takeaways
Focus on human capital. Build meaningful relationships with donors through personal, thoughtful interactions.
Tell authentic stories. Move away from shock value and invite your audience into shared experiences.
Invest in tools and talent. Delegate where it makes sense and use the right tools to streamline your work.
Think beyond one-day campaigns. Tell stories year-round to build steady, lasting support.
Find the joy. Fundraising is more effective and sustainable when it feels rewarding.
To learn more about Kutoa Project and their work, visit kutoaproject.org. You can also read our case study on Kutoa's brand identity and website.
At Sereth Design, we help nonprofits and impact-driven organizations build brands and websites that move people to act. See how we've done it in our case studies or start a conversation about your organization's next chapter.
