The Secret to Building a Magnetic Community That Gives Back
In the world of fundraising, most organizations focus on campaigns, numbers, and annual goals. But the Bridgewater Retirement Community (BRC) in Virginia proves there’s another way—a way that transforms giving from a transactional act into a living, breathing culture of generosity.
At the heart of BRC’s success is a simple idea: people give to people, and culture drives generosity.
Relationships Come First
The team at BRC doesn’t just raise money—they nurture connections. Residents, staff, families, and local supporters are part of a larger ecosystem where everyone feels seen, valued, and impactful. This intentional focus on relationships isn’t fluff; it’s strategic. Because when donors—resident or not—see the tangible impact of their contributions, they give not out of obligation, but out of inspiration. With the help of their CRM, Bloomerang, BRC created an ecosystem of generosity and impact.
Giving Beyond Bricks and Mortar
Traditionally, capital campaigns focus on buildings. BRC flipped the script. Their Live Well Campaign raised $5 million in 18 months—not for walls, but for life, wellness, and experiences. Funds were earmarked for resident programming, staff support, and community enrichment, including:
Forever Family Fund: Ensures residents can stay in the community if they exhaust their personal resources.
WorkWell Fund: Supports team member education, financial wellness, and stress management.
Innovation Grants: Empower staff at all levels to launch new programs for residents, staff, and community outreach.
Through these initiatives, the community isn’t just maintained—it thrives. Residents experience new adventures, staff feel supported and valued, and donors witness real, measurable impact.
The Power of Story
How do you translate a vibrant culture into something donors can engage with from the outside? At BRC, it’s all about stories. Each program, each fund, and each success is captured and shared. Videos, testimonials, and narratives communicate the soul of the organization, giving donors a window into the magic happening every day. From a first-time pontoon ride for a resident to an overnight getaway for assisted living participants, these are the moments that turn curiosity into commitment.
Teamwork as a Superpower
A three-person foundation team supports a community of nearly 500—yet everyone at BRC is a fundraiser. Team members are empowered to recognize the impact they create, and that sense of purpose ripples outward. Residents notice it. Families notice it. Donors notice it. The result? A community where generosity flows naturally and effortlessly.
A Mantra That Guides It All
At BRC, every interaction is guided by a simple mantra: “Fill the cup.” Inspired by the idea that the servant leader fills the cup for someone who is thirsty, it’s more than a phrase—it’s a mindset. Staff take care of themselves, support each other, and intentionally look for ways to uplift residents and one another. The culture of care is palpable, and that energy fuels engagement and giving.
The Takeaway for Fundraisers
If there’s one lesson to take from BRC, it’s this: culture drives generosity, not campaigns. When donors, staff, and community members feel like they belong to something extraordinary, giving becomes a natural extension of their involvement. Relationships, storytelling, intentional culture, and empowerment aren’t just soft skills—they’re strategic tools that deliver measurable impact.
At the end of the day, it’s not about asking—it’s about inspiring. And when you create a community that thrives together, the generosity follows.