A Human-Centered Approach to Fundraising
The problems we fundraisers and nonprofit leaders aim to tackle are just too massive and complex for any single hero. Together, using a human-centered approach to fundraising, we can create a future where nonprofits thrive, where missions are fully funded, and where communities have the support they need to flourish. I invite you to join me on this journey of transformation. I can’t do it alone. You can’t do it alone. It will take all of us, heroes.
#CallingAllHeroesBook
#ItWillTakeAllofUs
About Calling All Heroes
The nonprofit sector is at a crossroads. We're letting debates over fundraising approaches divide us. I wrote this book to serve as a guide to implementing a human-centered approach to fundraising that combines the best of donor-centered and community-centered models. To help us all raise even more money and accelerate short and long-term goals while ensuring everyone has a seat at the table. With the proven strategies and tools that I share in this book, I'm fully committed to being a guide and partner in achieving our ambitious fundraising goals so we can create a brighter future for our communities and our sector.
This Human-Centered approach to fundraising stands on the broad shoulders of Donor-Centered Fundraising and Community-Centered Fundraising. For that, I'm deeply grateful for Penelope Burk and Vu Le, who birthed these movements and all those who have embraced, implemented, failed, learned, and iterated these diverse approaches.
My fondest dream is that human-centered fundraising reflects the strengths of both approaches, mitigates the shadow side, and is embraced by you—fundraising professionals and nonprofit leaders everywhere. That you embody, learn, fail, iterate, and evolve this approach. I'll just say we won't perfect it. Because perfection means we stop getting better.
Tammy Zonker, Author of Calling All Heroes, Major Gifts Expert & Keynote Speaker
Who this book is for
Fundraisers and Nonprofit Leaders Seeking Transformation
You want to move beyond rigid, traditional fundraising approaches and embrace bold, data-driven, and human-focused strategies.
Leaders and Teams Facing
Daunting Challenges
You want proven strategies to overcome adversity, economic challenges, limited resources, and community needs to achieve goals
Changemakers Committed
to Equity and Inclusion
You care about equity and ready to address privilege, power, race, wealth, and justice in philanthropy.
Anyone Who Believes in the Powerof Collective Action
You believe that real, lasting change takes all of us—working together, learning from each other, and striving for a better world.
Bridge-Builders Tired
of Sector Divides
You seek a unified, human-centered approach and believe nonprofits thrive through shared values and collective action.
Learners and Listeners on a Justice Journey
You’re committed to ongoing self-reflection, learning from others, and amplifying marginalized voices.
Why you need this book
If you're a fundraiser or nonprofit leader, you know that feeling of being caught in the middle of competing philosophies—should you focus on donors or community? Should you prioritize relationships or results? Calling All Heroes offers something you've been craving: a way forward that doesn't ask you to choose sides. This book recognizes that you're tired of the either-or debates that have divided our sector and are ready for an approach that honors both the generosity of donors and the wisdom of communities. It's written for professionals who want to move beyond traditional fundraising models and embrace innovative, human-centered strategies that actually work in today's complex landscape.
What makes this book especially valuable is that it doesn't just theorize—it shows you how to bridge these divides in practical, actionable ways. Through real stories and proven strategies, you'll discover how to create a fundraising culture built on respect, empathy, and collaboration with all your stakeholders. Whether you're facing economic challenges, limited resources, or simply feeling stuck in outdated approaches, this book offers the roadmap for transformation you've been looking for. It's for leaders who believe that the problems we're trying to solve are too big for any single hero—and that our greatest strength lies in working together toward shared values and collective impact.
#ItWillTakeAllofUs
“Calling All Heroes is exactly what our fundraising community needs right now. Tammy Zonker offers an empathetic and thoughtful guide to moving past the binary thinking that surrounds the typical donor-centric vs. community-centric dialogue. She skillfully balances donor relationships with community impact, encouraging us to approach our work with deeper curiosity, humility, and collaboration.”
Mallory Erickson
Creator of Practivated and Power Partners Formula™, Author of What the Fundraising - Embracing and Enabling the People Behind the Purpose
What others are saying
"In a time when generosity demands innovation and radical connection, Calling All Heroes charts a courageous path forward. Tammy Zonker bridges tradition and transformation - inviting fundraisers to embrace equity, elevate community, and lead with both heart and intelligence in an AI-powered era."
Nathan Chappell, MBA, MNA, CFRE, AIGP, Author of The Generosity Crisis: The Case for Radical Connection to Solve Humanity’s Greatest Challenges and Nonprofit AI: A Comprehensive Guide to Implementing Artificial Intelligence for Social Good
“As we strive to meet end-of-year fundraising goals while navigating political pressures, budget cuts, donor expectations, and growing community needs, it’s easy to lose sight of the humanity at the core of our work. Tammy reminds us of what’s possible when we center both donors and communities - not as competing priorities, but as partners in change. This book is a timely guide as we embrace our movement forward during this challenging, but pivotal moment in our sector.”
Maia McGill, Founder, Inclusive Philanthropy Institute / CEO, Maia McGill Consulting / Advocate for Marginalized Communities / Faculty, Modern Institute for Charitable Giving
“Calling All Heroes is exactly what our fundraising community needs right now. Tammy Zonker offers an empathetic and thoughtful guide to moving past the binary thinking that surrounds the typical donor-centric vs. community-centric dialogue. She skillfully balances donor relationships with community impact, encouraging us to approach our work with deeper curiosity, humility, and collaboration. If you’re committed to a more ethical, inclusive, and effective philanthropy, this book will feel like an empowering and timely resource.”
Mallory Erickson, Creator of Practivated and Power Partners Formula™, Author of What the Fundraising - Embracing and Enabling the People Behind the Purpose
“Tammy Zonker offers the rare blend of heart, strategy, and moral clarity that today's nonprofit sector desperately needs. Calling All Heroes doesn't just bridge donor- and community-centered fundraising, it forges a new path that honors both relationships and justice. This book belongs on the desk of every nonprofit leader ready to transform intention into equitable impact.”
Cherian Koshy, CFRE, CAP, VP, Kindsight & AFP Global Board Member
"A compelling vision for our time. With passion, insight and wisdom, Tammy Zonker reveals a transformative path that will make a positive difference to non-profits, our communities and our future. A bold call that challenges the nonprofit sector to reach its potential. In this beautifully written, passionate and practical guide, Tammy Zonker, has produced a gift for us all. If you want meaningful change, buy this book. Read it. Follow the advice. And watch your community be transformed for the better."
Harvey McKinnon, President at Harvey McKinnon Associates, Co-author of The Power of Giving: How Giving Back Enriches Us All, and author of The Healthy Nonprofit, How to Create Lifelong Donors Through Monthly Giving, Hidden Gold, and The 11 Questions Every Donor Asks.
“Tammy Zonker doesn’t just teach human-centered fundraising, she LIVES it. Her advocacy, her equity-driven mindset, and the doors she’s opened for me personally are proof that this work is more than theory—it’s her way of life. Calling All Heroes is the book we need right now: bold, compassionate, and a rallying cry for a more just and unified philanthropic sector.“
Floyd Jones, Speaker, Strategist, and Founder, BackBlack
"Driving fundraising growth requires a unique personal blend of two values, which one must master simultaneously – idealism and pragmatism. Tammy blends these exquisitely in this book and moves beyond the emotions about donor and community-centered fundraising from the various lobbies, to systematically show how these two philosophies can be successfully blended for the common good. This book takes abstract concepts and turns them into specific, measurable actions. Well done Tammy!"
Alan Clayton, Chair, Revolutionise International Ltd, Author of Great Fundraising Organizations: Why and How The World's Best Charities Excel at Raising Money
“In these especially challenging times for fundraisers and changemakers globally, Tammy Zonker’s new tour de force book, Calling All Heroes, has effectively created a new paradigm of Human-Centered Fundraising. By bringing together, for the first time, the very best of Ken Burnett’s donor-centered “Relationship Fundraising” with community-centered fundraising, Tammy has developed a manifesto with a powerful call to action for the nonprofit sector, if it wants to not only survive but to grow. This must-read book, draws on our rich fundraising journey, highlights impactful case studies, and identifies the opportunities and potential pitfalls along the way, whilst providing a clear roadmap for those fundraising heroes ready to make the next big positive change in fundraising. Be human, be that change!”
Daryl Upsall, FCIOF, President, Daryl Upsall International
“Community-centered (born circa 2019) OR donor-centered fundraising (adopted as a communications tactic in 1993)? Which is best for your nonprofit? Good news. Turns out: community- and donor-centered fundraising are fully compatible, now that we have some proof. Your charity can act equitably and ethically in its community role ... while keeping your fundraising on boil. Expert Tammy Zonker lays out the principles in her fast, up-to-the-minute new book, Calling All Heroes.”
Tom Ahern, Award-winning copywriter and author. The New York Times called Tom Ahern, "One of the country's most sought-after creators of fund-raising messages."
"Tammy Zonker reminds us that the real magic of fundraising happens when we stop taking sides and start taking responsibility. We don’t need more jargon or judgment — we need frameworks that help us think clearly and act courageously. Tammy delivers exactly that. Calling All Heroes is wise, generous, and exactly what the sector needs right now."
T. Clay Buck, CFRE, Founder & Principal, Next River Fundraising Strategies, Individual Giving Strategist & Keynote Speaker
“Tammy Zonker has nailed it. In a fundraising world divided between “community based” and “donor centred” fundraising Zonker finds the middle ground in a new paradigm she labels “human-centred” fundraising. Her value-driven approach and her extensive lived-experience give rise to practical suggestions and specific actions to prepare the reader to thrive in a world of continuous disruption. The writing explodes with Zonker’s passion for her craft and the practice of philanthropy. Zonker’s profound love for the social impact sector, the people who serve in it, and those served by it shines through in every chapter.”
Tony Myers, CEO, Leaders of Tomorrow Canada Foundation, Edmonton / Calgary, Canada
"Tammy Zonker doesn’t just talk equity - she builds a bridge between power, purpose, and people. Calling All Heroes is the rally cry our sector needs - it’s a courageous invitation to build fundraising practices that are bold, inclusive, and deeply human. If you care about justice, dignity, and raising serious money without compromising your values, this book belongs on your desk."
Dana Snyder, Founder of Positive Equation and Author of The Monthly Giving Mastermind
"Tammy Zonker’s Calling All Heroes is the rallying cry our sector needs. She brilliantly bridges donor-centered and community-centered approaches into a powerful, human-centered model that prioritizes empathy, equity, and collaboration. As a fellow fundraiser and changemaker, I fully endorse her message and believe this book will reshape how we think about impact."
Ken Miller, CFRE, Author, Speaker, and Consultant
What’s inside the book
Chapter 1
The Evolution of Fundraising: How We Got Here
Chapter 2
Navigating Donor-Centered Fundraising: Principles, Challenges, and Ethical Considerations
Chapter 3
Community-Centered Fundraising: Reimagining Philanthropy for Equity and Justice
Chapter 4
The Need for a New Approach: Human-Centered Fundraising
Chapter 5
Assembling the Heroes: Building a Diverse Fundraising Team
Chapter 6
The League of Heroes Paradigm: Unity in Diversity
Chapter 7
Crafting the Narrative: Storytelling in Human-Centered Fundraising
Chapter 8
Navigating Power Dynamics in Human-Centered Fundraising
Chapter 9
The Hero's Journey: Implementing the Human-Centered Model
Chapter 10
AI: The Responsible and Beneficial Sidekick in Human-Centered Fundraising
Chapter 11
Navigating the Challenges: Overcoming Resistance to Change
Chapter 12
Measuring Impact: Metrics for a New Era of Fundraising
Chapter 13
The Future of Fundraising: Trends and Predictions
#ItWillTakeAllofUs
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Want to order 25+ copies (e.g., keynotes, development teams, conferences, events, etc.)?
Book Tammy to deliver this keynote
Calling All Heroes
Ever wondered who the real hero is in the world of nonprofit fundraising? In this keynote, I take a deep dive into the contrasting perspectives of donor-centered fundraising and community-centered fundraising to find the answer.
Picture this: Sam, a brave toddler, is battling retinoblastoma, a rare eye cancer. His incredible journey becomes the backdrop for our exploration. But here's the twist – Sam's grandpa happens to be a fundraiser. He embarks on a quest to uncover the true hero in Sam's fight, one that's not just about saving his vision but his very life.
As we journey alongside Sam and his family, we examine the strengths, passions, and impacts of potential heroes. Yes, that includes the fundraisers who tirelessly raise money for cancer research and treatment and the causes they care about. What we discover is that it takes all of us. The problems we aim to tackle are just too massive for any single hero. Cue the Justice League analogy – heroes are at their best when they unite their forces.
These takeaways collectively challenge traditional perspectives on fundraising, promote collaboration, and encourage a more holistic and inclusive approach to nonprofit work.
Are you ready to unlock the secrets of nonprofit collaboration for your audience and discover how working together can create a real impact? Book Tammy to deliver this keynote!
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Understanding Fundraising Perspectives: The keynote explores the contrasting views of donor-centered fundraising and community-centered fundraising, helping your attendees gain insight into the strengths and weaknesses of each approach.
The True Hero: Through the real-life story of Sam, a toddler diagnosed with eye cancer, the keynote prompts attendees to consider who the true hero is in nonprofit work. It challenges the conventional notion of heroism and looks beyond the surface.
Collective Action: By examining the strengths, passions, and impacts of various potential heroes, including fundraisers raising money for cancer research and treatment, the keynote underscores the idea that solving complex problems in the nonprofit sector often requires collective action. No single hero can address the magnitude of the challenges.
Inspiration from Collaboration: Drawing inspiration from the Justice League, the keynote emphasizes that heroes are at their most powerful when they collaborate and work together. This analogy encourages attendees to embrace collaboration in their nonprofit efforts.
Values Alignment: The keynote encourages your attendees to identify shared values between donor-centric and community-centric approaches, demonstrating that these values can serve as a source of inspiration and enrichment for their work.
Hybrid Approach: Attendees are encouraged to consider adopting a more collaborative and inclusive hybrid approach to constituent engagement, combining elements of both donor and community-centric strategies to create a more comprehensive and effective approach.
Cultural Transformation: Finally, the keynote highlights the importance of fostering a culture of respect, empathy, and collaboration within nonprofit organizations. It emphasizes that this culture should be built with, for, and by all stakeholders, ultimately strengthening the organization's mission.
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Educational breakout sessions can be a fantastic addition to your event! They provide an opportunity for deeper dives into specific topics, hands-on learning, and more interactive engagement with event participants. Here's why they can be a game-changer for your attendees:
Tailored Learning: Breakout sessions allow us to collaborate in the customization of the content to match the diverse interests and needs of your audience and theme of your event. Attendees can choose sessions that align with their goals and preferences.
Deeper Insights: With more focused sessions, participants can explore topics in greater detail. This leads to a deeper understanding and the acquisition of practical skills and knowledge.
Interactive Workshops: Breakout sessions typically take the form of interactive workshops, where attendees can actively participate in exercises, ask questions, and collaborate with the speaker and fellow participants. It's a hands-on learning experience.
Networking Opportunities: Smaller groups in breakout sessions provide an excellent environment for networking and building connections. Attendees can engage more intimately with the speaker and with each other.
Variety and Choice: Offering breakout sessions alongside main presentations adds variety to your event agenda. It keeps attendees engaged and excited throughout the day.
Addressing Specific Needs: Breakout sessions can address specific challenges or emerging trends in your industry. This ensures that your attendees leave with actionable insights and solutions.
Flexibility: I'm adaptable and can design breakout sessions to complement the overall theme and objectives of your event. Whether it's a deep dive into a niche topic or a skill-building workshop, I've got you covered.
The beauty of breakout sessions is that they cater to a wide range of learning styles and preferences. Whether your attendees want to acquire new skills, explore advanced concepts, or engage in hands-on activities, breakout sessions can enhance their event experience.
If you're interested in offering breakout sessions at your event, let's have a conversation about your goals and the specific topics or formats that would best meet the needs of your audience. Together, we can create a program that adds tremendous value for your participants!
“In a time when generosity demands innovation and radical connection, Calling All Heroes charts a courageous path forward. Tammy Zonker bridges tradition and transformation - inviting fundraisers to embrace equity, elevate community, and lead with both heart and intelligence in an AI-powered era.”
Nathan Chappell
Author of The Generosity Crisis: The Case for Radical Connection to Solve Humanity’s Greatest Challenges and Nonprofit AI: A Comprehensive Guide to Implementing Artificial Intelligence for Social Good
Meet the author
Tammy Zonker
Tammy Zonker is a passionate leader, strategic thinker, and recognized expert in major gift fundraising with nearly three decades of impactful experience. As the Founder and President of Fundraising Transformed, President of the Modern Institute for Charitable Giving, and host of The Intentional Fundraiser Podcast, Tammy is dedicated to empowering nonprofit organizations to achieve extraordinary results.
Throughout her extensive career, Tammy has guided and trained thousands of nonprofits—including social service organizations, private schools, universities, and healthcare institutions—to collectively raise nearly a billion dollars. Among her many successes is securing an impressive single gift of $27.1 million, highlighting her exceptional strategic insight and ability to inspire generosity.
Internationally sought after for her expertise, Tammy is an Association of Fundraising Professionals (AFP) Certified Facilitator and a seasoned global speaker, sharing her knowledge in Australia, Ireland, Canada, and the Netherlands. In 2024, the AFP Greater Detroit Chapter honored Tammy’s outstanding contributions by presenting her with the prestigious Dr. John S. Lore Award for Outstanding Fundraising Executive of the Year.
Tammy previously served as Dean of the Institute for Charitable Giving for six years before acquiring the organization in 2025. She then revitalized and rebranded it as the Modern Institute for Charitable Giving, introducing an innovative and refreshed curriculum tailored for today’s fundraising professionals.
In addition to her roles at Fundraising Transformed and the Modern Institute for Charitable Giving, Tammy is a Senior Advisor at Capital Campaign Pro. She also contributes to advancing the fundraising profession through her involvement with the Fundraising.AI Global Advisory Council and Forbes Nonprofit Advisory Council.
Tammy’s experience extends into academia and publishing as well, having served as adjunct faculty at Indiana University and as a technical editor for Wiley Publishing’s third edition of “Fundraising for Dummies.”
Beyond her professional life, Tammy treasures spending quality time with her grandchildren and cultivating her NABA-certified butterfly garden, reflecting her deep appreciation for nature and family.
#ItWillTakeAllofUs
“In these especially challenging times for fundraisers and changemakers globally, Tammy Zonker’s new tour de force book, Calling All Heroes, has effectively created a new paradigm of Human-Centered Fundraising.”
Daryl Upsall
FCIOF, President, Daryl Upsall International
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