What the creator economy can teach fundraising
— Written by Adela Vukovic, Strategic Advisor at Marlin Communications.
The creator economy, now worth an estimated US$250 billion and projected to double by 2027, has redefined how people build communities, tell stories, and generate income. At its heart are individuals who, with nothing more than a smartphone and a strong point of view, build loyal audiences and earn a living from trust, influence, and creativity.
While charities have traditionally relied on large campaigns, direct mail, and major donors, the new era of audience-driven, trust-first communication offers fresh opportunities. At Marlin Communications, we see the creator economy not as a threat, but as a roadmap for fundraisers who want to be bold, relevant, and future-fit.
Community > donor lists
Creators don’t chase followers; they cultivate belonging. A successful creator has fans who feel personally invested, who comment, share, and even defend them. In fundraising, we’ve often reduced people to “donors on a file.” But people don’t want to just transact; they want to belong.
What started as a quirky idea among friends, Movember has become a global movement, precisely because it invited supporters into a community where participation, not just donation, mattered. The moustache is a badge of belonging, much like a creator’s community badge.
Movember shows us that when people feel like they’re part of a movement rather than just on a donor file, loyalty and advocacy skyrocket.
Diversify like a creator
The average YouTuber or TikToker has multiple income streams: sponsorships, merchandise, subscriptions, tips, and live events. If one revenue stream dips, others keep them afloat.
Too often, nonprofits lean on one dominant channel – major gifts, events, or government grants, which invites vulnerability. When COVID-19 hit, charities reliant on face-to-face fundraising and events saw donations plummet overnight. Those with diversified revenue streams fared far better.
Think:
- Regular giving as a “membership model”
- Digital products or paid resources (like Beyond Blue’s paid mental health courses)
- Cause-aligned merchandise (WWF’s symbolic adoptions)
- Crowdfunding for rapid-response needs
Fundraisers who diversify income streams before disruption strikes build resilience and stay relevant when circumstances change.
Authenticity beats polish
Creators win not because they’re perfect but because they’re real. Think about the raw phone-shot Instagram video versus the glossy ad campaign: which do people trust more?
Charities sometimes over-polish their stories to the point of feeling corporate. Yet when Médecins Sans Frontières Australia shares unvarnished stories directly from doctors in the field, it feels more trustworthy, more human.
Own the relationship
Creators are wary of building empires on rented land. If TikTok bans accounts or Instagram changes algorithms, a creator could lose their entire audience. That’s why many build email lists, podcasts, or Substack communities – spaces they own.
Fundraisers relying solely on Facebook events or Instagram ads risk the same fate. Building robust email databases, SMS programs, and owned digital platforms is the safeguard.
Storytelling is the engine
Creators are, above all, storytellers. They hook audiences with narratives, cliffhangers, and personal journeys. Nonprofits, too, sit on incredible storytelling power but can sometimes be buried in the story of many.
Some great examples of strong storytelling is Oxfam’s “What She Makes” campaign, where artisans told their own stories on social media. Or Charity Water’s founder, Scott Harrison, who built a massive following by consistently sharing authentic, emotional stories.
Fundraisers who treat storytelling as a strategic engine rather than a by-product will inspire loyalty, action, and long-term commitment.
Final Thought: Build Trust That Lasts
The number of taxpayers claiming donations dropped from 36% in 2011 to just 25% in 2021. That means competition is fierce. Donors expect transparency, participation, and purpose.
The creator economy shows us the way forward:
- From transactions to communities
- From reliance to resilience
- From polish to authenticity
- From annual reports to real-time iteration
At Marlin Communications, we believe the future of fundraising belongs to those bold enough to borrow from creators, rethink the donor relationship, and design for participation.
Fundraisers who embrace its lessons of community, authenticity, diversification, agility, ownership, and storytelling, will not only raise more funds but also build movements.
Will your organisation play it safe, or will you step into this new era with the boldness your mission deserves?
Interested in learning more?
We’re diving into what the creator economy can teach us about trust and how authentic storytelling and community-building fuel loyalty. For fundraisers, these same principles can turn one-time donors into long-term supporters.
Ready to see how creator-led thinking could transform your next campaign?
Reach out to Adela: marlincommunications.com/contact-us
