Campfires, Canoes, and Contributions: Make Giving Feel Like a Getaway

This week I found myself speaking and facilitating a group of nearly 100 businesses on AI, hyper-personalized marketing and a bit of do-gooding in Lakes Country Minnesota.

The place where you can spend a week golfing, kayaking, and toasting marshmallows near a campfire.

And slapping yourself silly defending against mosquitos in the land of 10,000 flying insects.

A lot of those in attendance were some of the biggest and best rated resorts in the area that were looking to approach their marketing and story-telling a bit differently.

Like a nonprofit does to attract new donors.

I’d say it wasn’t such a big stretch to have my highly caffeinated face up on stage there. HA!

When you think “resort,” you probably picture sunshine, sandy beaches, or maybe a cozy mountain lodge. When you think “nonprofit,” it’s probably something a little less tan and a little more tax-deductible. But stay with me—because both are about this:

Helping people imagine a better version of themselves—by being part of your world.

Resorts sell rest, adventure, indulgence, memories.

Nonprofits sell hope, change, purpose, impact.

Both are aspirational. Both are emotional. Both are about identity.

So, how do we use this overlap to attract donors like a 5 cabin-in-the-woods-bumped-up-against-a-golf-course attracts families with a dad who just wants 4 hours of peace and quiet on a putting green?

Oh, let me count the ways!

Resort Strategy #1: Sell the Experience, Not the Service

Nobody goes to a resort because it technically offers Wi-Fi and beds. They go because of how it’ll feel to unplug, relax, and sip that cold drink in the sun. The product is logistics. The pitch is experience.

Nonprofit Tip: Don’t just list programs. Paint the picture. Make your donors feel something. Instead of “We provide 40 hours of tutoring per week,” say, “Last Tuesday, a 9-year-old finally read a book cover-to-cover—for the first time in his life. He’s never smiled bigger.”

Your services are amazing. But it’s the outcomes that sell.

Resort Strategy #2: Lead With Imagery

Resorts don’t market with spreadsheets. They market with sunsets. Pictures of people laughing by the pool. Catching a whopper of a fish. Aerial shots of sparkling lakes. It’s all about putting potential guests in the frame—literally and emotionally.

Nonprofit Tip: Use visuals that show joy, transformation, and impact. Avoid generic stock photos of “diverse boardrooms” and “smiling volunteers with no context.” Show real faces. Real places. Real results. Make your social media feed feel like a vacation from the doomscrolling.

And don’t forget your copy should match. Use words like “imagine,” “feel,” “discover,” and “join.”

Evoke more, explain less.

Resort Strategy #3: Make It Easy to Say Yes

Great resorts make booking easy. Click a few buttons, and you’re in. Want upgrades? They’re right there. Want help? Here’s a concierge.

Nonprofit Tip: Review your donor experience like a resort checks its booking process. Is it easy to give? Do donors feel thanked, welcomed, and celebrated like a VIP guest? Do you have clear paths for new people to try you out—like a low-barrier entry point (hello, monthly giving!)?

And for the love of all things cabin-in-the-woods, don’t bury your donate button six clicks deep.

Resort Strategy #4: Create a Sense of Belonging

People don’t just want to visit a resort. They want to belong there. That’s why there are loyalty programs, return guest perks, and “be part of the club” vibes everywhere.

Nonprofit Tip: Make donors feel like insiders. Not ATMs. Give behind-the-scenes stories. Ask for their opinion. Celebrate milestones with them. Use language like “your impact” and “our community.”

Belonging beats obligation every time.

Resort Strategy #5: Follow Up Like a Pro

Resorts are amazing at follow-up. You get emails with “Plan Your Next Trip” the second you get home. They ask for feedback. They offer incentives to return. They keep the relationship going.

Nonprofit Tip: Don’t just say thank you once. Follow up. Share impact. Invite them to events. Survey them. Keep showing up in their inbox, not to ask, but to remind them that they matter. Because they do.

Remember this above all else: You're in the Experience Business

Whether you're saving the world or saving someone a poolside chair, you’re creating an experience that people can’t get anywhere else. That’s what keeps them coming back.

So nonprofits—channel your inner resort manager.

Roll out the welcome mat, offer a cold metaphorical beverage, and make your donors feel like they’re part of something transformative, beautiful, and worth investing in.

And maybe, just maybe, throw in a little live ukulele music now and then. You know… for ambiance.

SO - what’s your “sunset photo”? What’s the image, story, or vibe that could get someone to lean in, click donate, and say, “I want to be a part of that”?

Let’s start marketing like we’re the best vacation they never knew they needed.

Cheers to more donors, better stories, and nonprofit marketing with a whiff of campfire smoke that permeates your clothing and hair for like, a week.

You got this!

-Patrick