Fundraising Content Creation

An appeal isn't just a request for donations—it's about creating experiences that donors treasure. It's crucial to understand that we're not asking donors to support our mission; instead, we're aiding them in fulfilling their vision of a better world. Here’s how we make donating a joyful and meaningful act: 1. 𝐑𝐞𝐟𝐫𝐚𝐦𝐢𝐧𝐠 𝐭𝐡𝐞 𝐍𝐚𝐫𝐫𝐚𝐭𝐢𝐯𝐞: Shift the focus from needs to highlighting opportunities for donors to make significant changes in the world. 2. 𝐄𝐱𝐜𝐥𝐮𝐬𝐢𝐯𝐞 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Provide donors with intimate insights and special access to see the impact of their contributions firsthand, making them feel like integral parts of our journey. 3. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐀𝐩𝐩𝐫𝐞𝐜𝐢𝐚𝐭𝐢𝐨𝐧: Move beyond standard acknowledgments. Customize your gratitude to reflect the unique impact of each donor’s contribution. 4. 𝐒𝐡𝐨𝐰𝐜𝐚𝐬𝐢𝐧𝐠 𝐈𝐦𝐩𝐚𝐜𝐭 𝐒𝐭𝐨𝐫𝐢𝐞𝐬: Share powerful stories that illustrate the direct results of their generosity, portraying donors as the heroes of these narratives. We have the power to transform giving into an enriching experience, elevating our donors from mere supporters to valued partners in a shared mission. By engaging donors meaningfully, we celebrate and support their aspirations to improve the world.

I once watched a major gift officer spend ninety minutes in a couple's living room and barely mention the organization he represented. He asked about their lives. Their careers. Their family. What kept them up at night. What gave them hope. The conversation wandered through one donor's childhood – growing up poor in rural Appalachia, a teacher who changed her trajectory by believing in her when no one else did. She talked about education with the kind of passion that only comes from lived experience. He didn't learn any of this from a wealth screening report or a donor database. He learned it by listening. Six months later, she made a transformational gift to fund scholarships for first-generation college students from rural communities. The ask wasn't hard. He simply invited her to do what she already wanted to do – in a way that aligned with what he'd learned about her values. That's what listening does. It creates the foundation for everything else. In the immortal words of Jerry Panas, "The true art of asking lies in listening." I've been in this work for more than thirty-five years. And over those decades, one pattern has become unmistakable: the major gift officers who consistently produce results – not one-time wins, but sustained, long-term generosity – share a common set of instincts. Chief among them is this: they lead with questions, not asks. But here's the uncomfortable truth. Most of our fundraising systems are designed to do the opposite. We assume we know what donors care about and broadcast it back to them through one-way messaging. We build systems for efficiency and scale – not for listening. And donors can tell. They know when they're being heard and when they're being sold. The difference is visceral. When you listen, donors lean in. When you talk at them, they pull away. This isn't just good fundraising technique. It's the donor's return on investment. When people ask "what's in it for the donor?" – this is part of the answer. The feeling of being valued. Of mattering. Of genuine connection. For many donors, that experience is as meaningful as the impact their gift creates. Listening is one of a fundraiser's most important skills. It's one of what I refer to as the Seven Behaviors – disciplines that define exceptional major gift work and that I believe must become the foundation of all fundraising. Not just for the top one percent. For every donor. These seven behaviors are at the heart of my upcoming book, 𝗔 𝗕𝗲𝘁𝘁𝗲𝗿 𝗪𝗮𝘆 𝘁𝗼 𝗙𝘂𝗻𝗱𝗿𝗮𝗶𝘀𝗲: 𝗧𝗿𝗲𝗮𝘁 𝗘𝘃𝗲𝗿𝘆 𝗗𝗼𝗻𝗼𝗿 𝗟𝗶𝗸𝗲 𝗮 𝗠𝗮𝗷𝗼𝗿 𝗗𝗼𝗻𝗼𝗿. The book argues that the technology now exists to operationalize these seven behaviors at scale, and that the future belongs to organizations that commit to extend these behaviors across their donor base and begin treating every donor with the dignity and respect they deserve – or, to put it simply, to treat every donor like a major donor. More to come... #aBetterWay

Donors don’t remember what you asked for. They remember how you made them feel. No donor remembers your budget line. They remember the moment they felt seen. Last year, I worked with a mid-sized charity struggling with donor retention. Their appeals were beautiful — but donors weren’t coming back. When we looked closer, it wasn’t the messaging that was broken. It was the feeling. Or more accurately, the lack of feeling. Every email spoke at their donors. None spoke to them. So we rewrote their follow-ups. We started with: “You made this possible.” We ended with: “How did this story make you feel?” Within six months, repeat giving rose by 38%. Fundraising isn’t persuasion!!! It’s connection!!! Donors don’t remember the amount you asked for — they remember the moment you helped them feel part of something bigger than themselves. Before you send your next appeal, pause and ask: → “Where’s the feeling in this message?” → “Would I be moved to respond?” If the answer is no, start again. This is the philosophy that drives all my work: Fundraising is meaning, not money. AI, data, and strategy matter — but they should amplify empathy, not replace it. If you’re rethinking your donor strategy for 2026, start with how you make people feel. That’s where loyalty — and legacy — begin

Your fundraising might be telling the wrong story. Because there are three types of stories. But only one converts donors. ⤵ ❌ 𝗧𝗵𝗲 𝗽𝗮𝗿𝘁𝗶𝗰𝗶𝗽𝗮𝗻𝘁 𝘀𝘁𝗼𝗿𝘆 Your donor appeals often describe one participant whose life has improved. While suitable for newsletters or annual reports, these past-tense narratives typically don’t excel in #fundraising. ❌ 𝗧𝗵𝗲 𝗼𝗿𝗴𝗮𝗻𝗶𝘇𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝘀𝘁𝗼𝗿𝘆 Your content concentrates on the organization’s mission, its leaders, awards won, and values. This messaging may interest insiders, but it’s dull to donors and raises even less money. 💰 𝗧𝗵𝗲 𝗱𝗼𝗻𝗮𝘁𝗶𝗼𝗻 𝗶𝗺𝗽𝗮𝗰𝘁 𝘀𝘁𝗼𝗿𝘆 Donors are most interested in your future-looking #storytelling. Like stories that depict the potential impact of their donations, because funders seek assurance that their contribution matters. Important nuance. “The first two stories at best hint at what their giving might do — and at worst are irrelevant to the donor,” says fundraising expert Jeff Brooks. “The story about the change that can happen when the donor gets involved raises a lot more funds.” That’s why The Better Fundraising Company — who created this model — advises that the best donor solicitation is: 𝘙𝘪𝘨𝘩𝘵 𝘯𝘰𝘸 𝘵𝘩𝘪𝘯𝘨𝘴 𝘢𝘳𝘦 𝘟, 𝘣𝘶𝘵 𝘪𝘧 𝘺𝘰𝘶 𝘨𝘪𝘷𝘦 𝘢 𝘨𝘪𝘧𝘵 𝘵𝘩𝘦𝘺 𝘸𝘪𝘭𝘭 𝘣𝘦 𝘠. So is your #brand telling the right story? Challenge your audience to act. Not just applaud. 💪🏽💛

Here are 7 ways you can "show, don't tell" in your fundraising copy. But first...why does it matter? Because of a psychological state called "narrative transportation." It's when we become so absorbed in a story, that we mentally step into it. Research shows that our imagination takes over—we picture the scene, feel the emotions, and experience the story as if we're part of it. We're not just reading copy...we're living it. And that sounds like something we want to invite our donors into in our fundraising copy. So here's a few techniques you can try today. --- 1. Zoom into a single moment Instead of describing a situation broadly, pick one moment that represents it. Telling: The hospital workers were exhausted. Showing: The nurse rubbed her temples, looked at the clock — 3:47 a.m. — and whispered, “I still have two more rounds.” Ask yourself: What was one thing that happened that proves this is true? Write that. --- 2. Use sensory details (but go easy) Touch, sound, sight, temperature. One or two is enough. Telling: The shelter was overcrowded. Showing: Every cot was taken, so new arrivals sat shoulder-to-shoulder on the floor, warming their hands around paper cups of instant coffee. Ask yourself: What could I see, hear, smell, or touch if I stood there for 10 seconds? --- 3. Quote people, and let them do the telling Real words from real humans are the fastest shortcut to showing. Telling: The family was grateful. Showing: “I didn’t think anyone cared about us,” she said as she tucked the food hamper under her arm. --- 4. Use “micro-scenes” and small slices of life You don’t need a full story. Just a slice. Telling: Donations like yours make a big difference. Showing: Because of you, Jamal walked into class with a backpack that didn’t sag open at the seams. --- 5. Replace abstractions with concrete nouns Avoid words like “dignity,” “support,” “opportunity,” “impact,” “food insecurity,” etc. Replace them with something you can touch. Telling: Your gift gives children dignity. Showing: Your gift gives Maya a clean set of clothes she can choose herself before school. --- 6. Use verbs that show movement Telling is static. But showing is active. Weak verbs: is, are, have, feel, struggle, etc. Strong verbs: lifts, carries, unfolds, whispers, pushes, hands, opens, etc. Telling: The storm damaged their home. Showing: The wind peeled the roof back like the lid of a sardine can. Try circling every “is/are/was/were.” Try swapping with a verb that has motion. --- 7. Start your paragraph in the middle of the action Avoid warm-up sentences. Drop the donor right into the moment. Telling: Winter can be hard for families without proper heat. Showing: By the time Elena smelled smoke, she had already piled three sweaters onto her son trying to keep him warm. Try cutting the first line of your draft. Most of the time, the real opener is underneath. --- Most fundraising appeals tell. But the best ones transport.

I’ve seen many fundraisers with years of experience fail to answer this simple question… Why should donors give to YOU? We often forget that people don’t buy what you do; they buy why you do it. Too often, nonprofits jump straight to the how and what of their work (programs, events, activities) without clearly articulating their why. But the why is what inspires action. It’s what connects emotionally with donors and gives meaning to your mission. Once you clearly identify your why, it becomes much easier to craft a value proposition that showcases the real impact you bring and why it matters. A strong value proposition answers: 🔹 What’s the problem? 🔹 Why does it matter? 🔹 What does your organization do to solve it? The overlap of these answers helps you communicate your mission in a way that resonates deeply with supporters. Here's the difference it makes: ❌ “We’ve worked for 25 years to combat hunger through food distribution and innovative programs.” (Organization focused) ✅ “Your gift provides a warm meal to a hungry child, giving them the nourishment to grow and thrive.” (Donor focused) Which would you rather give to? Your value proposition is how you express your comparative advantage from the donor’s perspective. It’s not about your longevity or your activities. It’s about the difference their support makes. Start with your why. The rest will follow.

We think donors make giving decisions rationally. The research says otherwise. 3 counterintuitive findings that should reshape your fundraising: 1. Emotions drive decisions, logic justifies them • Donors decide with their emotional brain first • They use rational arguments to explain choices already made • Emotional appeals outperform rational ones by 2:1 2. Social proof matters more than we admit • Donors are 4x more likely to give when they see peers giving • "Join others like you" messaging outperforms "be the first" appeals • Testimonials from similar donors are more persuasive than expert endorsements 3. Choice architecture determines outcomes • The options you present shape decisions more than the case you make • Default options are selected 60-80% of the time • The presence of a "decoy" option can increase selection of your target option Smart fundraisers are applying these insights by: • Leading with emotional stories, following with rational support • Making social proof visible throughout the giving process • Carefully designing giving options to guide desired outcomes What unexpected donor behavior have you observed in your work?

You're afraid to tell donors about the problems your organization solves because you think it sounds too negative. That's exactly why they're not giving! They don't understand what gets worse without their help. Here's how your fundraising communications sound: "Thanks to supporters like you, we've helped 500 families this year!" "Our programs are making a real difference in the community!" "We're proud to share these inspiring success stories!" All positive. All uplifting. All completely ineffective at motivating new giving. Your donors are reading these updates thinking: "Great! Sounds like everything is going well. They don't really need my help." You've accidentally convinced them that the problems are solved. Don't get me wrong, donors absolutely need to see your track record and successes. But only in relationship to the problems you're solving. Instead of: "We helped 500 families this year!" Try: "We helped 500 families avoid eviction this year, but 300 more families are currently at risk and we don't have funding to serve them." Instead of: "Our programs are making a difference!" Try: "Our job training program has a 85% employment rate, which is why it's heartbreaking that we have to turn away 150 qualified applicants due to lack of funding." Your success stories should prove you can solve problems, not that problems no longer exist. The most effective fundraising appeals follow this formula: Here's the problem. Here's proof we can solve it. Here's what happens if we don't get the resources to solve more of it. Problem. Proof. Urgency. Stop protecting donors from reality and start helping them change it. Because in fundraising, donors need to trust your ability to solve problems, not believe the problems are already solved.

✍ ❤️ How to build human connection and authenticity in your writing (even when content’s thin on the ground) Have you ever read a fundraising letter that feels... canned... same-same? Technically, the pieces are there. But something’s missing. Odds are, it’s Authenticity. In other words: Those fleshy details that breathe life into your nonprofit stories and fundraising appeals – and make them remarkably effective at sparking generosity and connection. But how do you build Authenticity when the content you have is... shall we say... less than perfect? Here are 3 tips I hope will help you [for more, see link at end of post]: 💌 Put yourself in the scene: --> Ask for audio and/or video recordings to accompany any interview transcripts. Then listen/watch for intonation, expressions, and even pauses, to capture in your writing. --> Study photos: are you witnessing a tender moment? What season is it? How does the light fall on your subject’s face? Does courage shine through? Look deeper: do you see scars, smiles, love, fatigue, fear? Use all your senses to build that world for your reader. 💌 Tap your own emotions and experiences: --> Ask yourself: ‘Is there an emotion or an experience I can draw from to walk a mile in my beneficiary’s shoes... to hope their hopes, and dream their dreams?’ Just that bit of extra time to search your own emotions and experiences can build a bridge for your supporter to cross into your story, and make a massive difference. [Important: if triggering, use the other tips here and in the link below. Emotions are tough territory.] 💌 Look for little loves: In all the background content I receive, I’m scanning for little loves. You’ll know little loves when you see them -- instantly you view your story in a new light: A girl who made her own doll out of sticks and found scraps of cloth, to replace the one she lost with her home... or a world-class surgeon who visits the floor where patients take their first steps in recovery, every evening before going home, for example.  Note: To find little loves, you can also ask fleshier questions: - Ask about companion animals, breeds, and names - Ask about favorite colors, dreams, best days, tough moments, memorable times - Ask if there's one thing your interviewee could tell supporters, what would it be? - Ask about personality traits, heroes and mentors, favorite quotes The point is, real is rare. And even when you don't have a ton of detail to work with, you can look for even the tiniest gem to help you bring out as much of that humanity and authenticity in your writing as you possibly can. === Find more authenticity builders in the last issue of my newsletter: https://lnkd.in/edxWvVNn And for more on effective fundraising writing, and nonprofit storytelling, I send new stuff every two weeks if you’re on the list 😊 lisasargent.com/newsletter

50% of brand ads are mistaken for competitor per LinkedIn research.  Thought exercise: --Remove your logo and name from the appeal. Would a donor know it was you? Anything uniquely you left? How many other charities are mentally associated with what you do and who you help? The data is sobering on growth prospects: --Only 10-15% of charities reach $1 million in annual revenue --That falls to 5% for $5 million --And it's a 99% failure rate if your aim is 50mil or more Even more daunting, you don't have a sizeable mkt/ad budget.  This means fundraising spend has 2 jobs, raise money now & build brand for tomorrow.  And since the group giving today is infinitely smaller than the group that could give tomorrow, brand building is more important. But it's possible to thread the needle and do BrandRaising; raise money & build brand w/ same spend.  What's impossible is growing with generic fundraising. And contrary to popular opinion, building a brand doesn't require being differentiated with unique value prop.  Instead, it's creating sticky awareness whereby fundraising creates a network of mental associations. One key is incorporating brand elements - non-name cues such as audio, mascots, strapline, brand message, font, color...and those are listed roughly in order of effectiveness.  Brands with strong memory associations grow twice as fast. Can your organization forgo this upside? There are 2 metrics for brand element success (nod to Ehrenberg-Bass Institute for these terms and grid). --Famous is the % who associate your brand with the Element.  --Unique is the % of total associations with that Element that your brand garners. DonorVoice conducted research for Org X, an animal welfare group. This org has high association with a visual paw print (Y axis) and most of the paw-to-brand associations are with their brand vs. competitors.  In contrast, it has low association with the animal rights positioning and most of the associations go to competitors (X axis). This brand is reasonably famous on animal welfare but that's where confusion reigns and it's likely that fundraising with mistreated puppies will raise a few bucks and build brand...for the competition. How does this work in practice? What charity comes to mind when your brain reads, panda. The WWF panda is famous & unique but it didn't start that way. For the first 25 years the panda wasn't interlocked with the logo. How'd it come about? WWF's founders said the “black and white coat felt distinctive and…we wanted an animal with impact in black and white to save money on printing costs." Practical, heuristic choices applied consistently over time. There's an awful lot that made WWF a global brand having nothing to do with the brand identity. In fact, the other stuff is way more important. But growing is a hard as hell and leaving your version of the panda off the table because nobody is thinking about brand or thinking about it correctly ain't helping