From Donor-Centered to Human-Centered: A New Era of Giving

When fundraising meets humanity, transformation follows—and few express that better than Tammy Zonker, founder of Fundraising Transformed and author of Calling All Heroes. In this powerful episode, host Julia C. Patrick engages Tammy in a deep conversation about reimagining philanthropy through what she calls a human-centered mindset—a new evolution beyond donor- or community-centric models.

Tammy explains, “The human-centered mindset is fundamentally about recognizing that everyone involved in the philanthropic process brings unique value—lived experience, expertise, and contribution—all of which deserve to be respected and valued.” That respect, she notes, comes alive through five principles: listening, empathy, belonging, shared values, and authentic partnership. Each principle is deceptively simple but radically powerful in a world that’s become more divided and transactional.

After 17 years leading Fundraising Transformed, Tammy has seen the shift from transactional giving toward connection-based relationships that sustain missions, not just budgets. Yet, she reminds us that even well-intentioned donor-centered models can reinforce inequity when organizations let large gifts steer mission or silence truth. “We never had the courage to course-correct because we feared losing the funding,” she says candidly—a line that will resonate with fundraisers everywhere.

Her solution? Blend the best of both approaches. Donor-centered fundraising taught gratitude and impact reporting; community-centered fundraising elevated justice and inclusion. A human-centered model marries both, removing ego, flattening hierarchy, and restoring empathy across every role—donor, volunteer, staff, and participant.

Tammy ties this philosophy to the real data crisis in philanthropy: donor retention at just 43% overall and a mere 19% for first-time givers. With fewer households donating each year, she warns that philanthropy risks becoming an elite sport. Instead, she advocates re-elevating small monthly donors, volunteers, and advocates whose collective action drives real change.

The episode ends on a liberating message for nonprofit professionals: progress over perfection. Perfection, Tammy insists, “is overrated.” Real leadership requires risk, humility, and innovation—and that means acting, failing, learning, and trying again.

In a time when empathy often feels endangered, Calling All Heroes reminds us that every fundraiser, donor, and community member has a heroic role to play. Humanity, it seems, is the most sustainable fundraising strategy of all.

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