How to Use News to Deepen Donor Relationships

By Sarah Landman, Executive Vice President, Insightful 

In today’s philanthropic landscape, fundraisers are continuously seeking ways to better connect with donors and prospects. One of the most underutilized yet highly effective tools for relationship- building is news. Yes, news stories about people, businesses, and trends. Leveraging timely and relevant news can significantly enhance donor engagement, strengthen trust, and ultimately drive more impactful fundraising outcomes. 

The Overlooked Value of News in Fundraising 

News delivers a goldmine of insight into the lives and interests of donors. Whether it’s business accomplishments, personal milestones, philanthropic activities, or even obituaries, each story provides a unique opportunity to engage with donors on a deeper level. As Sarah Landman, Executive Vice President at Insightful, and Catherine Bergerson, Vice President of Marketing, shared in a recent session, news is far more than information—it's a bridge to authentic relationships. 

Sarah, a seasoned major gift officer and fundraising consultant with over $500 million raised, spoke passionately about her early career experience. Growing up in a family of newspaper publishers, she quickly recognized the challenges of accessing timely donor information. In those days donor news came from outdated clippings or rummaging through file cabinets. Today, however, technology offers a more efficient way to harness the power of the news. 

Why Relying on Donors to Share Isn’t Enough 

Many development professionals assume major donors will proactively share life updates. Unfortunately, this isn’t always the case. Donors may be too busy, too humble, or simply assume you already know. This creates a gap where important events—positive or negative—may go unnoticed. Sarah emphasized that staying informed via news ensures you're there for donors during the highs (e.g., awards, business deals) and lows (e.g., family losses), showing you truly care. 

The Cost of Missing Key Moments 

Failing to acknowledge a significant life event can damage relationships—and in some cases, cost millions. One university foundation missed an obituary for a donor’s mother, leading the donor to publicly vow never to give again. The potential loss? A staggering $70 million. On the flip side, timely acknowledgment of news can solidify loyalty and open doors to major gifts, as illustrated by a social services organization that received a $1 million donation—all thanks to a land transaction spotted in the news. 

Real-World Success Stories 

Numerous institutions have found success by integrating news into their donor cultivation 

strategies: 

• A hospice foundation in Naples, Florida uses Insightful’s news alerts to track donors in multiple communities. “Being in Southwest Florida, many of our donors are snowbirds, and now we can see articles published back in their hometowns—things we wouldn’t have known about before. It’s been a game changer for staying informed and engaged with our donors."
• Kelly Colligan, Foundation Operations Manager, Avow Foundation
• An animal welfare group shared, “With just one article Insightful paid for itself many, many times over.”
• Larissa Daigle, Chief Philanthropy Officer with Dogs Inc. recommends Insightful.
• A law school used historical news to discover a new donor’s family legacy, leading to a meaningful philanthropic conversation around veteran scholarships.
• A medical foundation uses news to track board member activity, enhancing their ability to recognize and engage supporters effectively. 

News as a Tool for Understanding Capacity and Philanthropic Interests 

News is particularly useful in assessing privately held companies—a notoriously difficult area for fundraisers. Local reporting often provides invaluable insights into company size, growth, and philanthropic involvement. Additionally, news about foundations, real estate transactions, special purpose acquisition companies (SPACs), and philanthropic activities can offer nuanced context and cultivation opportunities. 

Engaging Millennial Major Donors with News 

Millennials are a growing donor demographic with distinct expectations. They value authentic relationships over transactional ones and expect organizations to already be informed. If a millennial donor is featured in an article and you don’t acknowledge it, you risk appearing out of touch. Conversely, using news as a conversation starter shows you’re paying attention and genuinely interested. Learn more about millennial major donors in this guide. 

Making News Monitoring Part of Your Workflow 

Despite its benefits, tracking donor news can be time-consuming. Tools like Insightful were designed specifically to ease this burden, offering real-time, paywall-free access to thousands of vetted news sources. Insightful’s curated alerts ensure development teams never miss a beat— whether it’s a business deal, obituary, or feature article. 

Sarah recommends incorporating this monitoring into everyday operations. For example: 

• Engage leadership offices, like the President or VP’s executive assistant, to follow key donors.
• Involve trustees who already understand the value of news in business.
• Collaborate with communications teams—but note that their tools typically track institutional mentions, not individual donor activity.

Handling Negative News with Grace 

Media monitoring is a must. Negative news isn’t just a PR challenge—it’s a test of your preparedness. Whether it’s a controversy involving a donor or a potential reputation risk, knowing about it early allows your team to respond appropriately. Sarah urges nonprofits to have a crisis communications plan in place, and to use historical news as a vetting tool during due diligence. 

Stewardship That Stands Out

Tracking and acting on donor news isn’t just a nice-to-have—it’s a vital part of good stewardship. It shows donors that you are engaged in their lives, not just their wallets. Being there in moments of joy and sorrow alike builds lasting bonds that translate into long-term support and increased giving. 

Be Present, Be Prepared, Be Proactive 

At the end of the day, fundraising is about relationships. News provides a unique and powerful way to stay connected, demonstrate care, and cultivate generosity. Whether you're working with a trustee or a millennial CEO, the stories you read—and what you do with them—can make all the difference. 

If you're ready to enhance your donor relationships with actionable, timely news insights, consider 

making tools like Insightful part of your workflow.