In the nonprofit world, we talk a lot about goals. Dollars raised, donors acquired, click-through rates.
But in a room full of fundraisers at the 2025 Western Canada Fundraising Conference, Floyd Jones reminded us of something even more important: your intention.
He asked a deceptively simple question: “How do you want people to feel?”
The Lesson
Before setting a fundraising goal, set your intention. Not what you want to raise — but why it matters.
A powerful intention becomes the heartbeat of your campaign. It aligns your storytelling, clarifies your ask, and inspires action beyond just one gift.
As Floyd put it: “Your goal serves your intention.”
Your goal is the metric and your intention is the movement.
Your “Why” Should Come First
Before deciding what you’ll raise or how you’ll raise it, you need to know why you’re doing it.
“Confirm the why before the what,” Floyd said. And when you do, everything becomes clearer:
- Your messaging sharpens
- Your tactics align
- Your supporters understand what they’re part of
A campaign goal might be to raise $50,000 — but the intention is to make summer camp accessible for every child in your community. That’s the deeper truth you return to when you’re writing subject lines, sharing a story, or building your final appeal.
And here’s the real magic: a strong “why” doesn’t just guide your strategy — it builds belief. It gives your donors something bigger than a number to connect with. It becomes a north star for both your team and your supporters, reminding everyone what’s at stake and why it matters.
Example in Action
Floyd shared a Giving Tuesday campaign from Volo Kids Foundation that invited people to “hope with us” by changing their profile pictures to childhood photos of themselves playing sports. It was simple. Nostalgic. Playful. And incredibly effective.
What started as a $5,000 goal turned into over $30,000 raised — and the campaign has continued to grow year after year, even after Floyd moved on from the organization.
Why did it work?
Because the why couldn’t have been clearer. The campaign wasn’t just about raising money — it was about making sure every child has a chance to play. It invited people to reflect on their own joy and channel it into something bigger.
This struck an emotional chord. It created a sense of belonging. And it gave people a tangible, heart-centered reason to participate.
That kind of clarity — the kind rooted in deep intention — doesn’t just raise money. It mobilizes people around a shared belief.
Key Takeaways
- Set your campaign intention before anything else.
- Ask yourself: How do you want your community to feel after giving? How do you want your team to feel after the campaign?
- A clear intention creates alignment — and builds deeper donor devotion.
This conversation was part of Community as a Catalyst: How to Mobilize People, Power, and Purpose for Nonprofit Growth, a session led by Floyd Jones at WCFC 2025. Givecloud was proud to sponsor this full-day workshop — and even prouder to carry these lessons forward.
At Givecloud, we believe fundraising should feel just as good for the fundraiser as it does for the donor. That’s why our platform helps nonprofits spend less time in spreadsheets and more time in strategy — building campaigns rooted in intention, joy, and community.
Want to learn more about how Givecloud helps nonprofits put people at the center of fundraising? Let’s talk →
