Imagine you receive two fundraising letters. One uses fearmongering and guilt-tripping tactics, telling you that unless you donate today, the nonprofit’s beneficiaries will suffer. The other takes a more positive and inspiring approach, inviting you to be a part of the beneficiary’s story by supporting the nonprofit’s work. Which tone is more effective?
Some organizations take the former approach when they desperately need donations, not realizing these tactics are harmful to their long-term success. In reality, the keys to getting donations are optimism, enthusiasm, and confidence—your communications should show that your organization is making a positive impact on its community and that donors can be an important part of that change.
Let’s review the common pitfalls your nonprofit should avoid and the strategies you can use instead to inspire donors to take action.
Communication Pitfalls that Lead to Negative Experiences
A positive experience with your communications leaves donors feeling inspired and hopeful, while negative experiences make them feel guilty or fearful. As a result of negative messaging, donors will start to feel as though they’re being used only for financial gain and may even begin withdrawing their support.
To avoid this, here are a few common mistakes your communications team should watch out for:
- Instilling an unethical sense of urgency (i.e., one that imparts blame or guilt on the supporter)
- Using guilt or shame
- Being overly demanding of a new or prospective donor
- Neglecting to offer diverse involvement opportunities, such as volunteering or advocacy
- Lacking clear calls to action
Ultimately, these tactics can sometimes secure a quick donation from emotional supporters, but they likely won’t yield strong long-term relationships. They may even result in negative outcomes, as donors may share their experiences with their peers and may encourage them not to donate to your organization.
Crafting Positive (and Effective) Donor Communications
To refocus your donor communications with a positive outlook, implement the following strategies.
Focus on impact.
When asking for donors’ help, it’s all about the framing. Your nonprofit’s mission is to address an issue in your community, and your communications should cast donors as the solution. They’re the hero of your story, and their involvement is the key to making an impact.
The best way to make this dynamic clear is by using storytelling tactics to craft a compelling narrative and position donors as the story’s resolution. With a strong framework, your story will appeal to your audience’s emotions, leaving them hopeful and eager to see positive change.
UpMetrics’s nonprofit storytelling guide recommends reinforcing your stories with impact data. Balance qualitative and quantitative data for a well-rounded perspective of your nonprofit’s work. This way, any claims you make about your organization’s achievements will appear more credible, and your nonprofit will appear more trustworthy.
Use inspiring, uplifting language.
Minimize the use of dull or negative language throughout your donor communications. If you’re struggling to draft content in a positive tone, consider writing your message using whatever language feels most natural, then scanning the copy to replace all negative sentiments.
For example, let’s say your animal shelter is behind on its fundraising goals for the year. You’re worried that without additional financial and in-kind donations, you won’t be able to provide food and veterinary services for the animals in your care unless you see an uptick in donations. Here’s what your first unrevised draft might look like:
The need for support is still very high. “We’re caring for more sick and hungry animals than ever, yet we still haven’t heard from you. If you don’t step up with a gift by month’s end, these animals may continue to go without. Isn’t that something you can’t ignore?”
After writing this letter, you then revise it to use positive language:
Our on-the-ground rescue team has been hard at work, saving a record-breaking number of animals from their previous living conditions! With your help, we can round up the food and supplies needed to make these animals healthy again and help them find their forever homes.
Apply this language to all communications, not just fundraising letters or emails. Consider Allegiance Group + Pursuant’s advice and leverage an omni-channel marketing strategy to create a unified, consistent experience for your audience across all channels. Using a positive tone throughout all of your communications creates a consistent brand voice that donors can easily recognize.
Make giving an ongoing journey.
The goal of donor communications is not to deliver one positive experience—it’s to secure donors’ continued support for the long term, no matter how your mission evolves. Follow these strategies to achieve this:
- Acknowledge milestones. Highlight your fundraising successes, sharing concrete data about how much you’ve raised and how you’ve used those funds to further your mission.
- Thank donors for past support. Thank donors for their support through letters, public acknowledgment, and other forms of appreciation. For example, you might create a donor wall in your nonprofit’s facilities or send physical thank-you cards.
- Highlight other involvement opportunities. Remind donors that giving financially is only one way to support your mission. They can provide other forms of support, such as participating in volunteer events or spreading awareness about your cause.
While implementing these strategies, tailor your message to each donor’s journey. Start by segmenting your donors based on shared characteristics and then personalize communications accordingly.
For example, sending a big ask to new donors can make them feel like your nonprofit is too demanding, and treating long-time supporters like they’re brand new to your cause can make them feel overlooked. Conduct prospect research to identify potential donors and understand their motivations so you can craft targeted messages that resonate most with them.
Provide a clear, simple path to action.
While your communications should leave donors feeling inspired, their main takeaway should be more than just a feeling. Clearly outline the next steps your audience should take to guide them to action immediately after interacting with your content. These next steps will vary depending on what you want them to do, such as opting into your text-to-give campaign or purchasing tickets for your upcoming auction.
No matter the format of your message, your calls to action should be easy to follow. Donors will be less inclined to follow through with an action if the process is lengthy or inconvenient. For example, you can add links and buttons to digital campaigns, while print media needs a more creative approach, like a QR code.
Donor communications can be a powerful fundraising tool when they evoke a positive feeling. Use A/B testing to determine which messages yield the best donor responses, and adjust your strategy as needed. You can also ask donors directly for their feedback to learn what they like and dislike about your content.