Jason Muscant recently made a compelling case for putting the donor at the heart of fundraising storytelling. Drawing on The Neverending Story, he argues that the magic happens when readers realize they are not simply observing the story; they have a role in how it ends.
I agree with the invitation. I'm less certain about the casting. In other words, I agree that donors belong in the story. I question whether they always need to play the starring role.
For decades, donor-centric fundraising has taught us to “make the donor the hero.” It was an important correction to organization-centred communication filled with “we did this, we built this, we changed this.” But as philanthropy becomes increasingly community-centred and equity-informed, another evolution is underway.
When we cast the donor as the person who arrives to save the day, who gets displaced from the centre of the story? The patient navigating an illness. The young person finding their way out of homelessness. The community organizing for change. The researchers, clinicians, volunteers and frontline professionals who have devoted themselves to the work.
They are not supporting characters waiting for philanthropy to arrive. The story, and the change, were already underway. Philanthropy can help move them forward.
Perhaps the strongest Case for Support in 2026 doesn't need to choose a single hero at all. The organization isn't the hero. But neither is the donor the lone protagonist. Great fundraising storytelling can invite donors into a story already in motion, alongside the people, communities, professionals, volunteers and other supporters who are helping make change happen.
That doesn't diminish the donor's importance. It may actually make the invitation more meaningful.
You are needed. Your choices matter. There is a role here that only you can choose to play. And when you join us, something more becomes possible.
The evolution may be subtle, but I think it matters. Great fundraising writing doesn't have to make the donor the hero. It needs to help the donor see their meaningful place in the story.
So the question isn't simply, Who is the hero of your Case for Support? Perhaps it's this: How are you inviting donors into a story bigger than themselves and inspiring them to help move it forward?
About the author:
Deborah Barton, BA, CFRE (she/her) is a Senior Consultant with Global Philanthropic Canada, bringing more than 35 years of fundraising and nonprofit leadership experience across healthcare, arts and culture, community and social services, and government. A Certified Fund Raising Executive (CFRE), Deborah specializes in fund development strategy, campaign planning, Cases for Support, donor relations and organizational capacity building.
With a deep understanding of Southwestern Ontario’s philanthropic landscape, Deborah helps nonprofit organizations build sustainable fundraising programs, strengthen donor relationships and advance meaningful community impact. Her collaborative approach is grounded in the belief that effective philanthropy is built on strong relationships, shared purpose and a clear understanding of the communities at the heart of the work.
