Partnerships matter even more now?

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👋🏾 Hey! I’m Sid and this is The Philanthropy Futurist, a weekly advice column preparing you for the future of the nonprofit sector. Each Friday, I tackle reader questions about measuring impact, driving growth, and managing your nonprofit.

This Week’s Newsletter at a glance:
  • Partnerships matter even more now?

  • Philanthropy News From This Week

  • Sid’s Book Recommendation

Partnerships matter even more now?

In today’s digital landscape, attention is just about everything— and Creators have it. For Nonprofit leaders driven by purpose, collaborating with mission-aligned Creators isn’t about chasing trends… it’s about amplifying stories that matter and reaching hearts that care.

Creators are modern day storytellers. They build trust with audiences by showing up consistently, authentically, and often vulnerably. When a Nonprofit’s mission aligns with a Creator’s values, a partnership can feel less like a promotion and more like a shared movement. It’s a way to shift narratives, grow awareness, and inspire action— all with human connection at the center.

Consider this: a Creator’s single video or story can introduce your cause to thousands, even millions, of new potential supporters. That kind of exposure— especially when rooted in genuine enthusiasm— is invaluable. Whether your goal is to increase event attendance, drive donations, recruit volunteers, or change public perception etc, the right Creator can help bring your mission to life in a very powerful and personal way.

Look at GiveDirectly, for example. They’ve collaborated with dozens of Creators over the years. One cool campaign featured a group of 13 newsletter authors, including Matt Yglesias, and raised over $740,000 to support families in Rwanda.

The key to meaningful collaboration lies in alignment. Look for Creators who already speak to your core audience— or the one you want to reach. Do they care about the issues you champion? Have they shown a commitment to community, justice, sustainability, education, or other values you share? Authenticity resonates far more than a sponsored post.

And while we’re on the topic of sponsored posts, please note… payment is not the only way to thank Creators. Be creative. You can provide exclusive experiences, public recognition, access to experts, etc. Again, be creative. Really think outside the box!

If you are curious about audience size/reach, there are various ways to view this. There’s the Micro Creator, the Mid-Sized Creator, and the Macro Creator. According to Social Currant, these segments are typically defined as:

But keep in mind, this breakdown can obviously look much different if we’re talking about newsletter subscribers, podcast listeners, etc.

Partnerships can take many forms: social media takeovers, behind-the-scenes videos, cause-based merch drops, live Q&As, joint campaigns, and this list goes on. What matters most is co-creation… aka building something together that feels real, inspiring, and aligned with all parties involved.

Another great example is Sharing Excess. They’ve teamed up with Jimmy Donaldson (aka MrBeast) multiple times— including a recent collaboration focused on feeding families in need.

Some Nonprofit leaders I’ve spoken with are hesitant to work with Creators because they struggle to see the ROI at face value. There’s a belief that:

  1. most Creators’ audiences are made up of younger generations (aka Millennials and Gen Z)

  2. Creator collaborations might increase brand awareness but probably won’t lead to meaningful donations

I disagree. As someone who has personally consulted with Creators for years, I know their audiences are far more diverse than people assume. From Gen Z to Millennials, Gen X to Baby Boomers and beyond— Creators attract a wide array of folks. You’d be very surprised.

As you evaluate giving motivations across generations, differences are inevitable.

Personally, I’m a Millennial... and although I regularly donate my time and money, I don’t donate to a cause just because it resonates with me. Whether it’s a food bank, a church, a climate nonprofit, you name it— I’m looking for transparency, creativity, and impact that feels tangible. And like it or not, both the younger and older generations are slowly beginning to expect the same.

So, plant seeds now because this is where the future is going…

At the end of the day, the decision is ultimately yours. But data from Nonprofits Source, Altrata, and The Chronicle of Philanthropy supports this truth.

Creators are not just trendsetters y'all— they’re changemakers who can stand beside you as true allies. By joining forces, you’re not only expanding your reach… you’re inviting new voices into your story, and letting them carry it further than you could alone.

So don’t be afraid to test it out. Spend more time on social media. Start building relationships with Creators. Don’t be transactional— be curious. Don’t stick to what’s familiar— get creative and reimagine the future. Ask for advice. Ask for referrals. The right collaboration might just be the catalyst your mission needs.

And remember, not every Creator will be the right Creator for you. It’s all about finding the right fit for all parties involved. Until next week y’all! ✌🏾

Have questions you want answered? Submit questions using this form and I’ll work hard to get you the answers by way of this newsletter.

Sid’s Book Recommendation

Each week, I recommend a book or film that has impacted my life in a positive way. My recommendation this week is:

Charity Case by Dan Pallotta

This book challenges the assumptions society holds about how Nonprofit organizations should operate. It argues that our current approach is fundamentally flawed and prevents Nonprofits from achieving their full potential to solve the world's most pressing problems. This is the 3rd time I’ve suggested one of Dan’s books. That should tell you something, haha. Learn more.

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