How do you know when it’s time to refresh your message?
To name a few reasons:
- Your solutions (programs) no longer address an urgent need or problem.
- External forces have changed the landscape dramatically (e.g. think national election, loss of significant grants, etc.).
- Internal changes have created new reasons to communicate (e.g. a new CEO or enhanced programs).
- Your prospecting appeals for new donors are falling flat.
- Your current donors are not renewing their support.
Here are some helpful tips on making sure that your organization’s message will inspire support:
- Make it timely – Frame your work in the context of recent and relevant debates or national events. Showcase how your mission fits in with what donors see in the news and experience in their communities.
- Tell impact-driven stories – Replace abstract policy talk with heartfelt stories of people affected by your work. Detail how your work leads to efficient, results-driven policy solutions, rather than abstract social change.
- Simplify jargon – Translate overly complex descriptions into clear, straightforward language. Prospective donors should understand quickly what it is you do and how they can support you.
- Segment donor messaging – Create customized values-based messages for different donor types. Your recurring donors might get a deeper dive into your wins, while new donors might get a simple impact overview (see #3!).
- Highlight wins and traction – Demonstrate the donor’s investment leads to progress. Even small victories —a partnership formed or your study cited — are worth sharing with supporters.
- Share urgency without alarmism – Tie your fundraising appeals to upcoming moments of opportunity, but don’t sound desperate or reactive. g. “The next 90 days are critical for reaching American citizens with this message.”
- Underline fiscal responsibility – Show that you are a good steward of donor dollars. Emphasize your sensible budgeting and high-impact results. E.g. “Eighty-seven cents of every dollar you give goes directly to our policy initiatives — not bureaucracy.”
- Refresh your visual brand – Consider modernizing your fonts, color schemes, or email templates. A fresh look coupled with your timely mission can inspire renewed momentum and confidence within donors. But don’t stray too far away from your brand, donors should still be able to recognize that it’s you!
For more ideas on how to keep your donors close, check out Ann’s piece on Donor Upgrades.
