Are You Accidentally Making Donors Feel Like Outsiders?
I saw a newsletter targeted to major donors earlier this week.
The creative was great. The copy was great. It was a solid piece.
The problem?
There was a spot in the sidebar with an infographic highlighting the work of the organization in the past year.
Nothing wrong with that but the language was way too org-centric for something headed to the mailbox of a major donor.
Here’s the copy with numbers and type of impact changed to protect the innocent:
Thanks to the support of friends like you, last year:
Our work impacted more than 3.7 million lives.
More than 295,000 children benefited from our literacy and math programs.
We distributed over 18.3 million medical supplies to remote clinics.
We provided more than $124.5 million in shelter kits and drought-resistant seeds.
Notice anything?
Friends like you…
Our work…
Our literacy programs…
We provided…
This happens all the time in fundraising communications.
It’s not that anyone is out there intentionally trying to sideline donors. It just happens.
We get so caught up in the amazing work our organizations do that we forget who made it possible in the first place. This is a big problem when the audience we’re communicating with is donors.
How could we make this better and more likely to connect with a donor?
Pretty simple, actually.
We need to carve a giant donor-sized hole into all of it.
Instead of:
“Thanks to the support of friends like you, last year:”
How about:
“Thanks to YOUR support, last year:”
Instead of:
“Our work impacted more than 3.7 million lives.”
How about:
“YOU helped impact more than 3.7 million lives.”
Instead of:
“More than 295,000 children benefited from our literacy and math programs.”
How about:
“More than 295,000 children learned to read and do math because of YOU.”
Instead of:
“We distributed over 18.3 million medical supplies to remote clinics.”
How about:
“YOU helped provide over 18.3 million medical supplies to remote clinics.”
Instead of:
“We provided more than $124.5 million in shelter kits and drought-resistant seeds.”
How about:
“YOU made it possible for families to receive $124.5 million in shelter kits and drought-resistant seeds.”
Can you feel the difference as you read these?
One subtle shift and suddenly you’re part of the story. You’re no longer just observing the impact. You’re creating it.
It’s the difference between watching a movie about someone else’s adventure vs starring in your own.
I get it. A LOTof things had to happen in order to make that impact possible that are WAY bigger than the generosity of one donor.
I am not discounting the great work of the organization or its programs or the army of people who also gave.
However, the person reading this newsletter already knows that the organization did this work on their behalf.
Their logo is prominently displayed on the newsletter.
We don’t need to beat them over the head with this fact.
And they also already know tons of other people gave alongside them to make this work possible.
They already understand they’re part of a community of givers.
What they don’t always feel is their personal connection to the impact.
Most people don’t give to organizations. They give through organizations.
The difference is huge. They’re not supporting your nonprofit because they love your organization. They’re giving to you because you provide a pathway for them to make a difference in something they care deeply about.
Your organization is the conduit, not the cause.
When you recognize this shift in perspective, your communication changes. Your gratitude becomes more authentic. Your impact reporting becomes more powerful. And your donors become more engaged.
Try this exercise: Take any piece of donor communication you’re working on right now. Circle every “we,” “our,” and “us.” Then see if you can rewrite those sentences focusing on “you” and “your” instead.
It takes practice, but the results are worth it.
When a donor reads about the impact they made possible, they should see themselves in the story, not standing on the outside looking in.
What small thing can you do today to put your donors at the center of your impact?
Review your next appeal letter? Rethink how you present statistics in your annual report? Change the way you thank the next person who gives?
Whatever it is, make it intentional. When donors feel like they’re actively participating in your mission, they don’t just give once. They become partners for life.
And isn’t that what fundraising is really all about?
