John Lepp
Partner/Creative Director,
Agents of Good
Bio Info
John Lepp is a direct response strategist, designer, and creative force behind Agents of Good — a boutique fundraising agency helping nonprofit organizations around the world raise more money by being more human. With over 25 years in the trenches of donor communications, John is known for his bold, heartfelt, and often delightfully unconventional approach to fundraising. (Some even call him the Ted Lasso of the nonprofit world.)
In 2022, he authored Creative Deviations, a global best-seller that challenges fundraisers to ditch boring, formulaic tactics and instead craft communications that are emotional, authentic, and donor-centered. Whether he’s leading a direct mail revolution or helping nonprofits rediscover the soul of their storytelling, John’s mission is simple: to make fundraising feel less like a transaction — and more like a relationship.
John offers fractional creative and strategic services to nonprofits who want to reimagine the way they communicate with supporters. He’s also a sought-after speaker and workshop leader, known for his practical tools, candid insight, and unwavering belief that generosity is fueled by human connection — not gimmicks.
Publications
Creative Deviations: how you can infuse your storytelling, fundraising and direct response with more creativity
Previous Interviews
Marketer of the Day with Robert Plank
1308: Agents of Good: Connecting with Donors Beyond the Typical Pitch with Creative Director John Lepp
Nonprofit Lowdown
#310- Empathy Marketing with John Lepp
What the Fundraising
199: Injecting Curiosity and Creativity into Fundraising with John Lepp
Small Nonprofit: Fundraising Tips, Leadership Strategies, and Community-Centric Solutions
direct mail isn’t dead with John Lepp
Nonprofit Nation with Julia Campbell
Getting More Creative In Your Fundraising with John Lepp
The Nonprofit MBA Podcast with Stephen Halasnik
Marketing, Graphic Design, and Storytelling for Nonprofits
Confessions with Jess and Cindy
Working together for over 20 years with Jen Love and John Lepp
Tellwell: The Podcast
A WellTold Minisode with John Lepp
Super Entrepreneurs Podcast
Winning Donors with John Lepp
The Build Good Fundraising Podcast
#25: John Lepp — How to use design to raise more money
iWave WaveCast
WaveCast Episode #9 - John Lepp
Dynamic Nonprofits
DNP Deep Dive: Creative Deviations w/ John Lepp
Topic Suggestions
Creative Deviations: Why most fundraising is boring — and how to fix it
Fractional Fundraising Help: What small and mid-sized nonprofits get wrong about creative strategy
From Transactional to Transformational: The power of human-centered donor communication
Why Feelings Matter More Than Metrics: Rethinking success in fundraising
The Ted Lasso Fundraising Method: Empathy, belief, and showing up with biscuits
How to Tell a Story That Actually Moves People to Give
Direct Mail Isn’t Dead: Why paper still delivers in a digital world
Donor-Centered Design: Marrying visuals, voice, and values
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