Podcast Summary: We Are For Good Podcast

Episode 650: Human-Centered Major Gifts: How to Build Your Pipeline
Guest: Tammy Zonker, Founder and President of Fundraising Transformed
Date: October 1, 2025
Hosts: Jon McCoy, CFRE & Becky Endicott, CFRE

Episode Overview

This episode addresses the pressing challenges nonprofit professionals face, focusing on how to build and sustain a major gifts pipeline using a human-centered approach. Special guest Tammy Zonker, a veteran fundraiser and consultant, joins to share her philosophy, experience, and actionable insights for both small shops and large teams. With nearly 30 years in the field and almost a billion dollars raised, Tammy’s emphasis is on authentic relationships, trust, equity, inclusion, and the “heroic” courage needed in modern fundraising.

Key Discussion Points & Insights

Tammy’s Background & Why “Calling All Heroes” (04:20–09:30)

• Tammy shares her origin story, growing up in rural Indiana with deep empathy for others and a persistent heart for justice and perseverance.
• She introduces the concept behind her new book, Calling All Heroes, explaining her careful choice of language given potential negative connotations of "hero" in philanthropic circles.
  • Quote:

    “I am a white, cisgendered woman and I hold unearned privilege. And here I am writing about equity and inclusion and social justice. … The hero that I believe in… is rooted in courage and selflessness and integrity and inspiration and fairness. I really believe that each of us has the capacity to be an everyday hero.”
    — Tammy Zonker [06:16]

• She draws parallels to superheroes like Wonder Woman, emphasizing that heroism means courage and community, not saviorism.

Defining Human-Centered Fundraising (11:03–13:56)

• Five Pillars of Human-Centered Fundraising:
  • Listening: Practicing deep, empathetic, and ongoing listening, especially across lines of difference.
  • Asking with Empathy: Prioritizing curiosity and belief in others’ lived experiences.
  • Belonging: Creating spaces where everyone’s background is valued.
  • Learning & Rebuilding: Open to both unlearning and co-creating new approaches based on shared values.
  • Authentic Partnership: Practicing truth-telling, naming hard realities, and welcoming feedback.
• Tammy emphasizes learning from critique—including about her book title—from trusted, diverse colleagues.

The Trust Crisis & Opportunity in Major Gifts (14:39–19:51)

• Tammy discusses insights from the Edelman Trust Barometer: NGOs remain more trusted than government but lag behind corporations.
• In the current environment, major gifts are both crucial for financial sustainability and an opportunity to model trust-based, non-transactional engagement.
  • Quote:

    “Replacing those old transactional practices and models with true engagement, authentic partnerships based on trust and respect and shared purpose and partnership… means we are transparent. We tell the truth, even when it’s difficult. And if that donor doesn’t agree with us, they’re not our people.”
    — Tammy Zonker [16:01]

  • Shares a favorite quote by James Baldwin on boundaries regarding donor values and organizational alignment.

    “We can disagree and still love each other. Unless your disagreement is rooted in my oppression and denial of my humanity and right to exist.”
    — Read by Tammy Zonker [18:44]

Donor Pipelines: Moving Mid-Level Donors Forward (20:50–23:39)

• Tammy elevates the importance of mid-level donors, likening them to Jan Brady: often overlooked but full of potential.
• The key is to see, know, and treat donors as people—not data points.
  • Prioritize curiosity about their motives, dreams, and preferred way to engage.
  • Use technology (AI, surveys, small group events) to scale personal touch, but always blend with authentic human relationships.
  • Recognize not every donor wants in-person or high-touch engagement; design flexible journeys.
  • Quote:

    “Moving mid level donors up is just simply a matter of seeing them as people. … The first step... is curiosity, taking the time to really understand them, their motives and their journey with your organization.”
    — Tammy Zonker [21:04]

Advice for Small Shops & Overwhelmed Fundraisers (25:06–29:11)

• Both small and large teams are overwhelmed, but small shops are more agile and can experiment quickly.
• First step: listening. Block a small amount of time weekly for discovery calls—just one or two “purposeful conversations” can create a snowball effect.
  • Focus on open-ended questions about donors’ dreams and values, not pitches or asks.
  • Example questions:

    “If you could dream big with us, what would you want to see happen?... What’s the thing about our work that worries you the most? … What do you really want to make happen?”

• Replicate your impact by multiplying relationships with passionate community leaders; leverage their influence and expertise.

Human-Centered Storytelling & Impact (31:01–35:16)

• Tammy shares a moving story (with permission) of Jasmine, a client at Detroit’s Children’s Center, who turned personal tragedy into community generosity, using the last of an emergency fund to provide smoke detectors for other families.
  • Quote:

    “Would it be okay if we used that money to buy smoke detectors for other families at the children’s center?”
    — Jasmine (shared by Tammy) [34:00]

• Tammy and the hosts emphasize the importance of dignity, consent, and ethical storytelling:

  “You walked into this story by modeling dignity, ethical storytelling, and consent — all the pieces where Jasmine felt that psychological safety to share what she needed.”
  — Jon McCoy [34:25]

One Good Thing: A Call to Bravery (36:11–)

• Tammy’s closing wisdom:
  • Quote:

    “Be brave. Ask yourself, what one brave decision can I make today?”
    — Tammy Zonker [36:27]

• The hosts and Tammy reaffirm the power of empathy, presence, and human-scale connection as the path forward for transformative fundraising.

Notable Quotes with Timestamps

• “Each of us has the capacity to be an everyday hero.” — Tammy Zonker [08:19]
• “What’s critical in building those authentic trust-based relationships, of course, is replacing those old transactional practices and models with true engagement, authentic partnerships based on trust and respect and shared purpose.” — Tammy Zonker [15:36]
• “If their beliefs and values are not rooted in the work that we are doing and the beliefs and the values that we hold dear to our organization, their money’s no good here.” — Tammy Zonker [19:06]
• “Moving mid level donors up is just simply a matter of seeing them as people… The first step... is curiosity.” — Tammy Zonker [21:04]
• “Start one or two conversations a week and see where they go because we want to multiply you out there in the world…” — Tammy Zonker [28:28]
• “Be brave. Ask yourself, what one brave decision can I make today?” — Tammy Zonker [36:27]

Timestamps for Important Segments

• Tammy’s backstory, empathy, book inspiration: 04:20–09:30
• Human-centered fundraising pillars: 11:03–13:56
• Trust in the nonprofit sector: 14:39–15:27
• Power dynamics & authenticity: 16:00–19:51
• Mid-level donor pipeline: 20:50–23:39
• Advice for small shops: 25:06–29:11
• Story of Jasmine and transformative generosity: 31:01–35:16
• Closing advice (be brave): 36:11–36:27

Final Thoughts

Tammy Zonker’s approach reframes major gifts fundraising from a transactional to a deeply human endeavor. Her call for bravery, authentic listening, courageous alignment around values, and ethical storytelling provides practical inspiration for nonprofits of every size. The episode balances strategy with heart, urging listeners to center humanity, not just in fundraising, but in every act of impact.

Connect with Tammy Zonker:

• LinkedIn: Tammy Zonker
• Instagram
• Fundraising Transformed
• CallingAllHeroesBook.com
• The Intentional Fundraiser Podcast

For more tools and resources, or to join the We Are For Good community, visit weareforgood.com.