As AFP Ottawa prepares to participate in Capital Pride 2026 and continues its commitment to Inclusion, Diversity, Equity, Accessibility and Anti-Racism (IDEAA), we invited Jess van Bussel to share their perspective on the role these principles play in modern fundraising. A fundraising professional and advocate for more equitable and inclusive practices across the sector, Jess offers thoughtful insights on how organizations can move beyond intention and embed IDEAA into meaningful action, donor engagement, and community relationships.

AFP Ottawa: From your perspective, how is IDEAA work showing up in fundraising practice right now?

Jess Van Bussel: More and more I am seeing grassroots and community-rooted organizations pushing for structures that put IDEAA at the forefront. In particular, I see many social justice minded organizations aligning themselves with a gender-equity focus that is trans-inclusive. How this shows up in fundraising is really a cumulative effect – organizations that are tuned in to IDEAA work are also more likely to focus on structures of fundraising that do not centre wealth, privilege, or power as their main driver.

AFP: Where do you see organizations doing this well, and where is there still a gap between intention and reality?

JVB: Organizations are doing a great job of this when it comes to their stewardship. Many are re-thinking their ideas of donor recognition – for example in performing arts the ‘donor lounge’ experience is fast becoming passé – and making their focus much more equity and community driven.

The gap between intention and reality is a natural follow-up to this question, because our wishes for the world and the reality we live in are often not aligned. The truth is that no matter how much we may want a world that reflects IDEAA principles, we are still living in one that isn’t always on board. So sometimes an organization may want to decenter certain ideas from their structures but aren’t able to wholly do so, simply because of the way our society still functions. In those situations I think working towards change while acknowledging that you are one organization that’s doing its best is a good way to do the work while being kind to yourself at the same time.

AFP: What are some practical ways fundraisers can embed IDEAA and LGBTQ+ inclusion into donor relations?

JVB: In general, it’s not about embedding it into donor relations but about embedding it into your organization’s fundraising culture. Think as a team and as an organization what you really stand for, and make that plain in how you speak about donations and your work. The culture has to come first.

After that, though, there’s a whole host of ways you can make sure you’re including IDEAA into your fundraising. See if you can add a slot for pronouns on your database records. Make sure you have a strong gift agreement that is in line with your values –I’ve seen organizations say that they won’t take gifts from donors who have been known to act in ways that don’t align with the values of the organization. Changes can seem scary to even suggest, but I have no doubt it’s led to stronger organizations with more committed donors overall.

AFP: What does inclusive storytelling look like in practice when it’s done well?

JVB: Authenticity. People from equity-seeking groups can spot tokenism a mile off, and it never feels good. When a person’s story has been ethically gathered, thoughtfully put together, and shared with care it’s easy to spot.

In practice, this looks like having more than one diverse voice in the room or story-roster. It involves inclusive language not just coming into play for this story, but having been in your communications the whole time. It involves using pictures or graphics that are reflective of the place and people you represent – not a stock photo with a backdrop everyone knows isn’t even in your province.

AFP: What are some common pitfalls or missteps organizations make when trying to do this work?

JVB: Two themes come up frequently for me:

First, I see folks being so afraid of their own lack of knowledge that they see themselves as continuously learning. Yes, of course we are all learning continuously. But if you keep saying “we’re still learning” you’re giving yourselves an excuse not to take accountability when you mess it up. Be brave – you’ve been learning and you know better now and you’re still learning and might make mistakes in the future. Embracing both will get you there faster than focusing on the latter.

And second, I see folks being so excited to make changes that they rush into them without laying the groundwork. I strongly advise reaching out to supporters about possible changes, seeking feedback from service users and communities, and listening before acting. Of course embracing IDEAA principles is a wonderful choice, but some of your community haven’t learned what you have and you need to make sure they understand and are on board with it.

AFP: How can fundraisers navigate internal resistance or competing priorities when advancing IDEA efforts?

JVB: This is always so tough! If you are experiencing resistance, especially from those more senior to you, make sure you are on the same page about what you’re talking about. One person might understand ‘inclusive fundraising’ to mean something totally different from another. So start by making sure you both understand the other before you assume you are at odds.

Another good practice is to consider what sort of pressure that person may be facing. Are they accountable for some hefty annual goals? Are they swamped with administration work on top of the development work? What might be making them feel like this is too much for them to consider?

Our organizations always need more funds. Sometimes the sense of urgency overwhelms the sense of doing the job right. It can be hard to escape that trap even when we have the best of intentions. Try integrating a 15 minute reflection into your work week – take just a few minutes and review how you are working. Ask “is this in line with the values I have? Am I taking the tried and tested route because I feel pressured to deliver quickly?”. If the answer is yes, that’s ok. But hopefully by taking the time to acknowledge it you can start to prevent it happening so often.

AFP: What role do leadership and organizational culture play in making this work meaningful instead of performative?

JVB: For me the work is performative if the organization isn’t living the values it’s putting out there. Changing that sometimes means changing things on a structural or administrative level rather than just in culture. An example of this might be an organization’s public messaging being very 2SLGBTQIA+ supportive, but the health insurance policy not covering gender-affirming surgeries. In that sort of example everyone at the organization can be truly supportive and caring, but the structures they have in place aren’t reflecting it. So making the work meaningful means committing to those changes that go right to the root. Leadership is central to that – leaders need to commit to stewarding the change and make sure it happens for their staff.

AFP: For fundraisers who are just getting started, what’s one or two simple actions they can take right away?

JVB: First, commit to continuing to educate yourself. Look for resources that will teach you new methods and books that will teach you new ways of thinking – a great resource is the W.K. Kellogg Foundation “Doing Evaluation in Service of Racial Equity” guides, and a great book is Decolonizing Wealth: Indigenous Wisdom to Heal Divides and Restore Balance by Edgar Villanueva.

Next, look at the last donation ask you put out. Ask yourself the following questions: Does it create a false sense of urgency? Does it focus on the hurt and harm the service user has endured? Does it set the donor up as an incoming hero? If the answer to any of those is yes, think about how you could change the narrative to focus more on potential and community.

AFP: What’s one thing you wish more organizations understood about working with and representing LGBTQ+ communities?

JVB: The work you do has to be trauma informed. It’s not that everyone in the community has experienced specific trauma, but our community has generational wounds caused by systemic oppression and violence and those often come to the forefront when community work is being done.

AFP Ottawa extends its sincere thanks to Jess van Bussel for sharing their insights and experiences. Their thoughtful reflections on inclusive storytelling, authentic representation, and meaningful community engagement offer valuable perspectives for fundraisers seeking to build stronger relationships with the communities they serve. As our sector continues to evolve, conversations like these help us better understand how we can foster belonging, respect, and equity in our work.

Jess van Bussel (they/them) is the founder of JVB Consulting and a fundraising and communications professional with experience helping nonprofit organizations strengthen donor engagement and achieve their fundraising goals.