Stop Treating Donors Like ATMs. Start Treating Them Like People.

Your donors aren't tired of giving.

They're tired of being treated like bank accounts with legs.

Here's what most nonprofits do: send a form letter, make a generic ask, say thank you (maybe), disappear until next year's appeal.

Then they wonder why donors stop giving.

The uncomfortable truth:

If you wouldn't want to receive your own donor communications, why are you sending them?

I've reviewed hundreds of donor appeals. Most sound like they were written by a robot trying to pass as human. "Your generous contribution enables us to continue our mission of serving the community through strategic programming initiatives."

Nobody talks like that.

What actually works:

Treat donors like you'd treat a friend who cares about your work. Because that's what they are.

Tell them specific stories. Show them real impact. Let them see what their money actually did.

One nonprofit I worked with sent out their standard year-end appeal. Response rate: 3%.

We rewrote it. Same ask amount. Different approach. We told the story of one family they'd helped. We showed specific outcomes. We made it personal.

Response rate: 18%.

Same donors. Same organization. Different communication.

Three things to stop doing immediately:

First, stop starting emails with "Dear Friend." They're not your friend if you don't know their name.

Second, stop talking about your organization's needs. Start talking about the community's needs and how donors help meet them.

Third, stop sending the same message to everyone. A donor who gave $50 once and a donor who gives $5,000 annually shouldn't get identical communications.

What to do instead:

1. Segment your donor list. Not by giving level. By relationship depth.

2. Write like you're talking to one person, not a mailing list.

3. Show specific impact. Not "we served 500 families." Tell me about one family.

4. Thank donors for what they made possible, not for what they gave you.

Your donors want to be part of something meaningful. Let them actually see it.

Your next step: If your donor communications feel generic and your retention rate keeps dropping, let's fix that. I help nonprofits build donor relationships that last. Message me to start.

If you want some help, schedule a coffee chat using this link.