What Taylor Swift Can Teach Us About Building Loyalty (Even If You're Not a Swiftie)
A Confession from a Non-Fan
Let me begin by potentially alienating my audience: I am not a Swiftie. I only know a couple of Taylor's songs, and I've never seen her in concert. But I am a fan of her business acumen, and I believe Taylor can teach us invaluable lessons about engagement—not the "engaged to Travis" kind, but the "connect with your community" kind.
The Podcast That Changed My Perspective
I couldn't resist tuning into the Kelce brothers' "New Heights" podcast when Taylor was a guest. It was the perfect length for my commute and, let's face it, I was curious. What struck me most was Taylor's absolute dedication to engaging her fans. She consistently refers to herself as an entertainer, not an artist—a subtle but significant distinction. The way she plans her shows to evolve and enchant constantly, and her genuine delight in how fans show up with their own creativity and contributions—Taylor's fandom truly runs both ways. As she says in the podcast, "I'm always trying to make music more of an event—something we can experience together."
From Transactional to Relational: The Heart of True Engagement
This is the real genius of Taylor Swift. She transforms the traditionally transactional nature of listening to music and attending concerts into something deeply relational. This is the pinnacle of engagement and, quite frankly, what we should all aspire to for legacy status. Whether you're a nonprofit organization looking to connect with donors or an athlete aiming to create impact beyond the game, the challenge is the same: how do you build authentic relationships? How can you experience your mission together with your community?
A Hard Question for Nonprofits
For all the nonprofit leaders reading this, ask yourself: what percentage of my time and resources is devoted to acquiring new donors versus nurturing the ones I already have? Don't feel ashamed if you allocate a disproportionate amount to finding new donors—you have fundraising goals, and this makes sense. But here's the key: change your goals, and the behavior will follow. If your objective becomes donor retention, you'll naturally invest in building stronger relationships. Like Taylor, you will focus on storytelling – speaking from the heart. You'll start asking donors what they want to know. What is the friendship bracelet equivalent that would delight and engage donors and allow them to recognize the community sharing their interests?
I think back to a fundraising event early in Urban Initiatives' history: The Soccer Ball. We had a paddle raise as our only live auction item, and for a donation of $100 or more, donors received an Urban Initiatives ball cap—available exclusively at the event. Something magical happened afterward. When supporters would spot each other around town wearing the cap, it became an instant connection point, a way of recognizing fellow believers in the mission. It was almost an inside joke: "Oh, I see you have the $100 ball cap, too." That simple cap wasn't just swag—it was the beginning of community-building, creating a sense of belonging that extended far beyond the event itself.
The Same Playbook for Athletes and Teams
This principle applies equally to athletes and sports organizations. A recent op-ed in Sports Business Journal explored what teams can learn from Taylor Swift about fan engagement. The takeaway? "[By] thinking long-term, cross-cultural and family-first, sports brands can cultivate the kind of loyalty that makes fans feel like insiders."
But there's one crucial element that drives this loyalty: show up. To build genuine community, you must get out into yours and be authentically present. See your fans in their own neighborhoods. Provide meaningful assistance and programs. Meet them where they are.
How Taylor Shows Up: A Model Worth Following
This is quintessentially Taylor. Here's a glimpse into how and where Taylor shows up for her fans and the communities that support her. During her Eras Tour, Taylor made substantial donations to food banks in every city she visited, providing meals for thousands of families facing food insecurity. These weren't just checks written from afar—they represented her understanding that her presence in a city creates economic activity, and she wanted to ensure the most vulnerable community members benefited too.
She's also famous for her surprise acts of generosity toward individual fans. From paying off fans' student loans to sending personalized gifts to those going through difficult times, Taylor demonstrates that engagement isn't always about the masses—sometimes it's about seeing the individual person and their specific need. These authentic expressions of care ripple through her community and reinforce why fans feel so deeply connected to her.
Your Turn: From Inspiration to Action
So what can you take from Taylor's playbook? Start by shifting your mindset from transactions to relationships. Instead of asking "How do we get more donors/fans/supporters?" ask "How do we make our current community feel like insiders who are experiencing this journey with us?"
Here are three concrete steps you can take this week:
Listen first. Survey your donors, fans, or community members. Ask them what they want, what delights them, and how they want to be involved. Then actually use that feedback.
Show up in their world. Don't wait for your community to come to you. Go to them. Visit their neighborhoods, support their local causes, be present where they are.
Create shared experiences. Find ways to make your mission something people experience with you, not something they passively support from a distance. What's your equivalent of Taylor's Easter eggs?
The organizations and individuals who build lasting legacies aren't necessarily the ones with the biggest budgets or the most talent. They're the ones who understand that true engagement is relational, reciprocal, and rooted in genuine care for their community.
You don't need to be a Swiftie to appreciate that lesson. You just need to be willing to show up.