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Making Donors the Hero of Your Story

Kristin Hammett

Kristin Hammett

January 1, 2019

We all see things from our own perspective. Donors do too. They see through their own lens of experience and perspective. To communicate effectively, strive to meet your donors where they are and provide answers to the questions, they may not realize they are asking.

Donors often ask themselves “How does this impact me?” “What’s in this for me?” “What if this were me?” Providing answers to these questions will connect your donors to your mission.

Below are a few important questions to begin thinking along these lines.

  1. How do donors help your organization succeed?
  2. What difference does their support make?
  3. What is the impact of their donation?
  4. Who are the donors helping?

There are many heroes in your organization already: volunteers, board members, clients who make a brave choice, employees, etc. However, your donor-facing communication isn’t the time to sing their praises. Consider how your communication makes your donor feel. Do they feel empowered? Do they feel angry about the injustice that is happening? Do they feel they can help? Communication with your donors should be focused on them.

Make the donor the hero of your story and the impact will be powerful. The key is to minimize your organization and center your communication on the donor and the client. You can accomplish this by making small changes in your language. For example, Will you help feed the hungry in our community this week? or Because of you, we were able to feed the hungry in our community. (St. Jude Children’s Research Hospital is a great example of this with their “because of you” campaign)

Invite donors to participate in your efforts, don’t guilt them. It is important to avoid the implication that your donor should do something, but rather focus on the idea that they can do something. Fundraising is about waking up an army of heroes to join you in your mission. It’s about inviting people in by letting them believe in their own power.

By simplifying your message, you invite the donor to be the hero. You offer them an invitation to take action and join your cause.

About Kristin Hammett

Kristin Hammett

As the Director of Nonprofit Success at The Signatry, Kristin Hammett works to train, consult, and equip nonprofits with fundraising solutions to connect God’s resources with His work

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