I’m a certified coach with a passion for leadership, communication, and supporting people to find their way. My F2F fundraising journey started with Save the Children in Romania, and since then, I’ve built an agency, designed impactful programs, and worked across Australia, Europe, and the United States.
The main goal behind any face-to-face project – whether in-house, hybrid, or agency – is to secure as many quality sign-ups as quickly as possible. Everyone wins from this, from the field fundraisers to the charities we serve or belong to. To get there, you need to focus on more than just goals and skills; you need a good culture.
What Is Culture?
It’s the set of core values and assumptions that guide your team. Culture shapes the way people interact, solve problems, and behave even when no one is watching. You could say that performance and culture are like a bird’s wings: both are necessary for soaring to new heights.
A poor culture can lead to low morale, backdoor politics, conflicts, tension, and toxic behaviors. So how do you start shifting or building a great culture? Here are two things that have always worked for me:
1. Have Leaders Who Truly Care About Their People – Create Relationships
People are just as important as the results they help produce. Avoid treating your team like mere numbers in an Excel sheet. You could say that results are the golden eggs, while the goose that lays them is represented by your human resources. It can be a big mistake cutting the goose for more eggs.
I remember a time when I managed one of my first teams as a coordinator for an agency. Our client insisted on attending an event without consulting me first, and my fundraisers were not willing to go. Instead of forcing them and risking their morale and trust, I had a difficult conversation with the client. By doing so, we ended the year with around 4,500 sign-ups, a clear sign that caring leadership pays off.
2. Encourage Open Communication
Communication is at the heart of what we do, sharing our stories with potential donors to inspire support for our causes. We speak with care and always set healthy boundaries. Imagine if we practiced the same openness within our own team. When people feel safe to speak up, the benefits are many: increased engagement, fun, personal growth, etc. Whether you’re on the field, in the office, during training sessions, or meetings, effective communication makes a difference.
Focus on truly listening. How? Do this with the intention of understanding, avoid labels like “stupid” or “lazy,” and don’t interrupt the speaker. Let them finish so you can respond thoughtfully. A great way to ease tension is by reflecting their feelings back to them: “It sounds like you’re frustrated because…” or “It seems like you feel it’s not fair…”. Such practices not only build trust but also set the stage for better leadership.
There is an old saying “If man was built to speak instead of listen, he would have two mouths and only one ear”. Listening is at the core of a great communication system.
Of course, aside from open communication and a focus on relationships, there are other things that help you build the culture you desire: focusing on what is within your control, knowing why you are part of the organization, respect, integrity or trusting the process are a few examples.
A strong culture brings countless benefits: lower stress, high morale, low recruitment costs, growth and overall good performance. It all begins with your leaders focusing on relationships and communication.
So, if you want to secure as many quality sign-ups as quickly as possible as an organization, you must focus on your people by creating a powerful culture. Compromising on culture will hurt your performance in the long run.
