The Influential Nonprofit

John Lepp: Building Meaningful Donor Relationships

Episode Summary

A Canadian direct response strategist, designer, and author with over 25 years of experience. He champions donor-centered approaches that prioritize authenticity and emotional connection. His 2022 book, Creative Deviations, has inspired fundraisers worldwide to embrace creativity in storytelling and communication. John brings warmth, insight, and a human-first philosophy to every stage. Empowering fundraisers to build more meaningful donor relationships. Key Takeaways: Donor relationships thrive when leaders allow open, honest dialogue rooted in empathy. Vulnerability invites trust, making it easier for supporters to share openly and feel truly heard. Engagement comes not from polished presentations but from being human. Dropping the “professional bubble wrap” allows values-driven conversations that foster deeper bonds. Direct mail and appeals work best when they feel one-to-one, conversational, and emotionally compelling. Donors respond when a message feels like it was written just for them. Great fundraising relies on trusting experienced people and never losing vulnerability. Staying passionate and authentic ensures both donors and leaders stay connected to the deeper “why.” “We’re being emotional. We’re connecting with each other as humans. That’s how we create engagement with donors. … Not by me showing up a suit and tie and in a big desk with gold stuff around me.” “The more mail looks personal and looks like I sent it to you, the better it performs all the time…” “We want donors feeling something. It’s the emotions that make us take action. And it can be joy, it can be anger, it can be sadness, whatever it is.” - John Lepp Reach out to John Lepp at: LinkedIn: https://ca.linkedin.com/in/johnlepp Instagram: https://www.instagram.com/johnlepp_aog/ Facebook: https://www.facebook.com/AgentsofGood/ Twitter: https://twitter.com/agentsofgood

Episode Notes

A Canadian direct response strategist, designer, and author with over 25 years of experience. He champions donor-centered approaches that prioritize authenticity and emotional connection. His 2022 book, Creative Deviations, has inspired fundraisers worldwide to embrace creativity in storytelling and communication. John brings warmth, insight, and a human-first philosophy to every stage. Empowering fundraisers to build more meaningful donor relationships.

Key Takeaways:

• Donor relationships thrive when leaders allow open, honest dialogue rooted in empathy. Vulnerability invites trust, making it easier for supporters to share openly and feel truly heard.
• Engagement comes not from polished presentations but from being human. Dropping the “professional bubble wrap” allows values-driven conversations that foster deeper bonds.
• Direct mail and appeals work best when they feel one-to-one, conversational, and emotionally compelling. Donors respond when a message feels like it was written just for them.
• Great fundraising relies on trusting experienced people and never losing vulnerability. Staying passionate and authentic ensures both donors and leaders stay connected to the deeper “why.”

“We’re being emotional. We’re connecting with each other as humans. That’s how we create engagement with donors. … Not by me showing up a suit and tie and in a big desk with gold stuff around me.”

“The more mail looks personal and looks like I sent it to you, the better it performs all the time…”

“We want donors feeling something. It’s the emotions that make us take action. And it can be joy, it can be anger, it can be sadness, whatever it is.” 

- John Lepp

Reach out to John Lepp at:

LinkedIn: https://ca.linkedin.com/in/johnlepp

Instagram: https://www.instagram.com/johnlepp_aog/

Facebook: https://www.facebook.com/AgentsofGood/

Twitter: https://twitter.com/agentsofgood