 Fundraising Is a Noble EndeavorI want to begin with a statement that may feel simple, but it carries more weight than most boards realize: Fundraising is a noble endeavor. If you are a nonprofit CEO or Board Chair, your internal reaction to that sentence matters. It shapes how you speak about fundraising. It influences how your board experiences it. It quietly determines whether your culture approaches fundraising with confidence or hesitation. Belief comes first. Always. You Either Believe in the Mission or You Don’tThis is where we must be honest with ourselves. You either believe deeply in your mission, or you don’t. If you believe your organization changes lives, strengthens families, advances justice, expands education, heals, protects, or restores something that matters, then you already know the work deserves resources. You know it deserves to grow. You know it deserves to be sustained for the long term. If that belief is strong, you can work through discomfort around money. You can practice the language of invitation. You can sit in a donor meeting and speak clearly about funding needs. If that belief is shaky, fundraising will always feel heavy. You will delay conversations. You will hedge language. You will hope someone else handles the “hard part.” If leadership belief wavers, board engagement follows, donor conversations shrink, and revenue eventually reflects that hesitation. Belief is not emotional fluff. It is operational fuel. What Shifted My ThinkingEarly in my career, I worked in political fundraising. I was taught that fear and guilt were powerful motivators. Create urgency. Highlight threats. Push emotional buttons. And it worked, at least in the short term. Later, when I returned to my alma mater, I began raising money for education. Our beloved president emeritus who led the university through decades of growth, Aubrey K. Lucas, met with the new development officers. He shared something that stayed with me. Negative fundraising is rarely truly successful. We were raising money for education. Education is a universal good. It is something to be proud of. That effort should not be rooted in pressure or fear. It should be rooted in conviction. That conversation reframed my entire understanding of fundraising. If education is good, then raising resources for education is good. If your mission serves a real human need, then securing funding for that mission is honorable work. That realization has guided my work ever since. Giving Is Not About MoneyWhen board members hesitate, the hesitation is rarely about the mission. It is about money. Money carries history. It carries stories. It carries personal experiences that shape how we feel when we talk about it. But giving is not really about money. Giving is about shared vision and shared values. When a donor gives, they are not simply transferring dollars. They are aligning themselves with a cause they believe matters. They are choosing to participate in change. They are saying, “I see this work, and I want to be part of it.” Money is simply the mechanism that allows that alignment to take tangible form. When you internalize this truth, something shifts in your posture. You stop speaking about fundraising as if it is separate from the mission. You recognize that it is the engine that fuels the mission. And that changes your tone. Leadership Tone Shapes Board CultureCulture does not begin in the development office. It begins in the boardroom. If you speak about fundraising as an obligation, your board will experience it as a burden. If you treat fundraising as something uncomfortable that must be endured, your board will mirror that discomfort. But if you speak about fundraising as mission work, as advocacy, as an opportunity to invite others into meaningful impact, your board will feel that shift. You do not have to eliminate all discomfort. Most of us were not raised discussing money openly. That hesitation is normal, but how you frame the work matters. When you believe fundraising is noble, you approach it with clarity. You talk about funding needs without apology. You connect dollars to outcomes without shrinking your language. You model confidence. Boards take their cues from leadership. If you approach fundraising with pride and purpose, your board has permission to do the same. The Cultural ResetIf your board is reluctant, start here. When was the last time your board discussed fundraising as shared leadership responsibility rather than an agenda item? Have an honest conversation about why your mission matters. Revisit the lives changed. Revisit the transformation you are pursuing. Revisit the gap between where you are and where you need to be. Then ask this question: If this work truly matters, why would we hesitate to invite others to fund it? When that belief becomes shared, fundraising stops feeling transactional. It begins to feel aligned. And alignment is powerful. Ready to Strengthen Your Board’s Fundraising Culture?If any of this sounds familiar:
It’s time to take a serious look at whether your board’s leadership tone and fundraising expectations are truly aligned. If fundraising feels like a source of stress rather than shared responsibility, this is the work that shifts it. I’m opening three complimentary Board Fundraising Alignment Calls this month. You can reserve a time here. Fundraising is not separate from your mission. Fundraising fuels your mission. And when you truly believe that, you become a stronger advocate, a clearer leader, and a far more confident fundraiser. Cheers!  P.S. This post is the first part of an ongoing series for nonprofit CEOs and Board Chairs who want to build confident, fundraising-positive boards. If this conversation is resonating, I invite you to subscribe so you don’t miss the next installment. Each piece builds on the last, and together they form a practical roadmap for strengthening fundraising culture at the leadership level. If you liked this…
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 The Other Leaky Bucket in Fundraising: Cost to Raise a DollarWhen I came back to work at my alma mater in 2011, they had just celebrated the Centennial the year before. The mailing they sent out for the 100-year mark was gorgeous – vintage photos, heavy cardstock, elegant fonts. You could see the pride in every detail. But there was one big problem. It cost more to send than it brought in. When I ran the numbers, the cost to raise a dollar on that piece was $1.40. For every dollar it generated, it cost us $1.40 to get it. We weren’t raising money – we were losing it. It was like we were throwing money overboard and missing a once in a century opportunity! The issue wasn’t just the over-the-top production. The package was confusing. Too many ask amounts, too many gift designations, and other options. Donors didn’t know where to focus. And when a donor doesn’t know what to do, they don’t give. The next year, we simplified. One letter. Points of pride on the back. Clear ask string. That mailing had a cost to raise a dollar of 43 cents. Same donor base. Better strategy. So what is Cost to Raise a Dollar – and why should you care?Cost to raise a dollar is exactly what it sounds like. It’s a measure of efficiency. You take your total expenses for a campaign or fundraising channel and divide it by the amount raised. Formula: Cost to raise a dollar = Total Expenses ÷ Total Dollars Raised If you spent $10,000 and brought in $25,000, your cost to raise a dollar is $0.40. That means it cost you forty cents to raise one dollar. Good. If your cost to raise a dollar is over $1, you’ve got a problem – if you’re not executing a donor acquisition strategy where you expect to lose money upfront to gain long-term donors who’ll give again and again for less. But if you’re not acquiring or upgrading donors – and your cost to raise a dollar is that high? You’re hemorrhaging money. Tracking Staff Time: Don’t Worry about ThatRecently I was teaching a webinar and got asked whether you should track staff time on any particular fundraising effort in the total expenses when calculating cost to raise a dollar. My answer is no. I’ve never met a fundraiser who’s sitting around wondering what to do next, and I don’t think tracking every minute of your working hours is a good use of that valuable time. Staff salaries are in your normal budget. Consider them a constant. Don’t tie yourself in knots trying to figure out if you spent 20 hours on the gala last week or 22 hours. Examples: For a mailing, count printing, postage and processing costs (if using a mailhouse or other paying part-time folks to stuff mailers). For an event, expenses would include catering, décor, invitations (printing, postage, and processing), printings programs, etc. Keep it simple and you’ll be ahead of the game. Why This Metric Gets OverlookedFundraisers talk a lot about leaky buckets – usually in terms of donor retention. But there’s another leak that’s just as costly: spending more to raise a dollar than you get back. That’s what this metric uncovers. Most fundraisers are trained to focus on total dollars raised or number of donors who give. And yes, those are crucial. But cost to raise a dollar gives you clarity at the tactical level. It shows you where your fundraising machine is humming – and where it’s grinding your budget into dust. Cost to raise a dollar is especially helpful when:
Cost to Raise a Dollar in Action: How It Helped Me Lead SmarterThat Centennial piece taught me something I’ve never forgotten: Beautiful isn’t always effective. Impact matters more than gloss. It also gave me a compelling number to take into conversations. I could walk into meetings and say, “This mailing costs us $1.40 to raise a dollar. Last year’s only cost 43 cents. Which one do you want to fund next year?” I didn’t need to yell. I just needed to know my numbers. A Quick Reality CheckSome channels will have higher cost to raise a dollar – and that’s okay. Phonathons, acquisition campaigns, certain events – they often cost more. But if you’re tracking those donors and seeing strong retention and future giving, that higher initial cost might be justified. But do that deliberately, for strategic reasons. In higher ed, campaigns like student philanthropy programs or senior class gifts often have an “upside-down” cost to raise a dollar. That’s not a failure – it’s intentional. We spend more than we bring in because we’re focused on something bigger: starting the donor relationship early, before students graduate, move away, and scatter. While they’re still on campus, their connection to the institution is at its peak. That’s the right time to invite them into giving – not just for dollars today, but for loyalty tomorrow. Just don’t confuse “tradition” or “looking nice” with effectiveness. Know what each dollar is doing for you. Make that a habit. Teach it to your team. And please – for the love of fundraising – don’t let your best-looking piece be your worst-performing one. What to Do NextIf you’ve never calculated your cost to raise a dollar, start now. Pull your last three mailings or campaigns. Be honest about all the expenses, minus staff salaries. Run the numbers. Then start making decisions that build toward efficiency – and impact. This metric gives you the insight you need to be smart with the resources you’ve been trusted to steward. Cheers!  P.S. Like this kind of insight? Subscribe to Real Deal Fundraising and get my best articles, tools, and curated resources every week – including webinars, videos, and free downloads. If you liked this…
 Scripts to Bring Up Planned Giving Without Feeling Weird About ItWhen I taught my first graduate-level course this summer – Ethical and Community-Centered Fundraising – I expected good questions. What I didn’t expect was just how much anxiety would surface around one specific topic: planned giving. These were smart, values-driven future leaders. People already thinking in terms of justice, legacy, and long-term impact. But the minute we shifted into planned giving, the energy changed. It wasn’t the concept they struggled with. It was the conversation. How do you bring up wills and estate plans without making it weird? What if you say the wrong thing? What if it feels morbid – or worse, transactional? At their request, I created a simple guide: real phrases, grounded in real situations, to make legacy conversations feel natural, honest, and even hopeful. Turns out, it’s not just my students who need this. So if you’ve ever felt that same hesitation – this post is for you. Because here’s the truth: Planned giving conversations don’t have to be awkward. They can be inspiring. They can even be joyful. You don’t need to be a tax expert. You just need to know how to bring it up – gracefully and confidently. Let’s start there. What to Say When You Want to Bring It Up (Without Sounding Morbid)Sometimes you’ll have donors reaching out first – through your website, a legacy giving survey, or in response to a donor story. Those are the easiest planned giving conversations because the interest is already there. But when you need to be the one to raise the topic, here are some ways to bring it up without making it feel heavy:
You’re not pushing. You’re not being morbid. You’re simply opening a door – letting them know that this kind of giving is possible, meaningful, and available to them. Why It’s Worth Getting ComfortableYou do need to have these conversations. Here’s why: 🟢 Planned gifts are huge. On average, they’re 200–300x the size of an annual gift. That’s because they’re made from lifetime assets, not income. (Source: National Estate Planning Awareness Week) 🟢 They’re already in your database. The donors who are most likely to leave you in their will? They're not wealthy strangers. They’re the consistent supporters who’ve given every year for the past decade. (Source: How to Talk About Death and Taxes) 🟢 You’ll never know unless you ask. A $25-a-month donor might be planning a six-figure bequest and never mention it unless you give them a reason to. 🟢 There’s $12 trillion on the move. The Great Wealth Transfer is projected to move $84 trillion by 2045, with $11.9 trillion going to charitable causes. That wave is already building. (Source: How to Talk About Death and Taxes) 🟢 Peer stories work. When donors hear from others like them who’ve made legacy commitments, your inbox starts filling up with questions – not awkward ones, but warm, intentional ones like: “Can I do this too?” (Source: Planned Giving Leads Don’t Generate Themselves) 🟢 You don’t need to overcomplicate it. Bequests and beneficiary designations are all most donors need to know. These are simple, flexible tools that don’t require financial wizardry or legal acrobatics. (Source: Cut Through the Clutter) Shift the Framing, Not Just the PhrasingThese conversations become easier when you stop thinking of them as talking about death and start thinking of them as talking about legacy. “What if your annual support could live on forever? By including [Your Nonprofit] in your estate, you could turn your yearly gift into a lasting endowment.” This is about continuity. It’s about making their values stretch beyond a single lifetime. It’s not about dying – it’s about staying connected to something they believe in. And when you position it that way, it doesn’t feel grim. It feels good. Don’t Wait for the Perfect Moment – Create OneYour donors won’t bring this up on their own unless they’ve already made a decision. Your job is to create the conditions where that decision becomes possible. And that starts with language – gentle, honest, open-ended questions that let the donor lead, but make it clear that legacy giving is an option you believe in and value. So don’t be afraid to ask. And when they say yes? Be ready with the next step: a landing page, sample language, a checklist, or a simple conversation about how to make it happen. 📌 Want a quick win? Use these same phrases in:
Planned giving isn’t about “the ask.” It’s about the invitation. When you know how to extend it with confidence and care, the whole conversation shifts – from something to avoid… to one of the most meaningful parts of your work. Cheers!  P.S. Like this kind of insight? Subscribe to Real Deal Fundraising and get my best articles, tools, and curated resources every week – including webinars, videos, and free downloads.
 What Do I Even Say to That? How to Handle Donor Curveballs with ConfidenceIn fundraising, we’ve spent decades perfecting donor-centered language – polished, warm, affirming. And there’s value in that. But as we lean further into equity, honesty, and shared power, we’re realizing something: partnership requires candor. Community centric fundraising built on that sort of trusting partnership is the future. You can’t build trust on flattery. You build it on clarity. That’s what my new resource is really about. It’s not a script. It’s not a list of ways to smooth over discomfort. It’s a toolkit for having honest conversations with donors – without losing connection, mission, or respect. I’ve lost count of how many times I’ve been asked this question: "What do I even say when a donor asks [fill in the awkward, unexpected, or slightly skeptical question here]?" If you’ve worked in fundraising for more than five minutes, you’ve felt that moment. Someone hits you with a curveball – maybe it’s well-intentioned, maybe it’s a little tense – and suddenly your mind goes blank. You want to respond with confidence and kindness, but your brain’s still trying to find the first word. That’s why I created The Real Deal Fundraiser’s Quick Guide to Donor Questions. It’s a free resource packed with clear, kind, mission-centered answers to the questions we all get asked – and sometimes dread. Whether it’s “Why do you need my gift if you already got a big one from [another donor]?” or “Can I trust you’ll use my money wisely?”, this guide helps you find your footing and keep the conversation moving in the right direction. the framework that grounds it allUnderneath it all is a simple framework I first learned in phonathon and have used ever since: Listen. Acknowledge. Support. Continue. It’s not a script – it’s a mindset. And it works.
This isn’t about avoiding tough topics. It’s about having the tools to meet them head-on – with empathy, strategy, and the kind of language that invites real partnership. Here’s an another example: Donor: “What percentage of my gift actually goes to the mission?” You: "Totally fair question. 100% of your gift supports our mission. That includes the people, infrastructure, and tools that keep programs going strong. We believe in full transparency, and you can always review our IRS Form 990 to see how resources are stewarded." Pro Tip: Don’t shy away from the unglamorous parts of nonprofit work. They’re essential. Want to see the rest of the answers in the freebie? It’s loaded with examples. You’ll see how to apply this framework in real situations, with real donor language, and keep things moving forward without losing the heart of the conversation. Every answer in this guide is rooted in respect for donor autonomy and full transparency – two values that keep relationships healthy and real. Think of it as a conversational compass – something you can adapt to your voice and situation – rather than a one-size-fits-all speech. You’ve got the passion and the instincts. This will help you put it into words – quickly, confidently, and with the clarity today’s donors (and communities) deserve. Cheers!  P.S. Like this kind of insight? Subscribe to Real Deal Fundraising and get my best articles, tools, and curated resources every week – including webinars, videos, and free downloads. If you liked this…
 When the Inbox Is Full, Go to the Mailbox: Why Analog Fundraising Is Making a ComebackEver open your email and feel like your brain’s going to short-circuit? You're not alone. Seventy-four percent of U.S. adults say they feel overwhelmed by email. More than half of U.S. consumers (56%) say they’ll unsubscribe if they receive four or more marketing messages from the same company within 30 days. And it’s not just Boomers. Eighty-one percent of Gen Z and 78% of Millennials say they wish it were easier to disconnect from digital devices. These are your future major donors asking for fewer pixels and more presence. That’s the opening fundraisers need. The real opportunity isn’t another email subject line tweak or fancy GIF. It’s a return to what’s real: mail and phone. Tangible. Human. Hard to ignore. This isn’t nostalgia talking. It’s data. And it might just be the smartest pivot you make this year. Direct Mail: It Never Stopped Working – We Just Got Distracted In the race to do more, cheaper, we forgot what actually works. Physical mail gets opened 80–90% of the time, while emails land between 20–30%. Direct mail spending has even grown recently – reaching about $39.4 billion in the U.S. in 2023. And here’s the kicker: when mail and digital work together, results jump. In one test, donors who received both mail and email were 60.5% more likely to respond to the mail piece than those who got mail alone. That tracks with what I saw last year. Inspired by the project Postcards to Swing States, my team handwrote and mailed over 200 postcards promoting our Giving Tuesday match. It was a standout success. Part of the magic was the form itself: a postcard is immediate – no envelope, no delay, just message received. Call Me, Maybe? Actually – Yes, Do The phone didn’t stop working. Most programs just stopped dialing. Organizations that add professional telemarketing to their strategy see an average 27% increase in annual donations compared to those relying solely on mail or digital campaigns. Why? Because personalized calling does what algorithms can’t – it builds connection. And that connection drives results. DCM’s 2023 telefundraising trends report found that contact rates have remained stable since the pandemic – holding strong at about 2.5 contacts per hour. Advocacy and political campaigns saw average gift amounts rise by 19% between 2018 and 2023, thanks to high-touch calling models. I’ve seen the impact firsthand. Last year, I worked with a college to rebuild their phonathon from the ground up: stronger management, better scripting, and smart segmentation. In 2022, they raised $134,317. This year? $396,309. And their youngest alumni – graduates since 2020 – are showing a participation rate over 17%. That kind of traction doesn’t come from wishful thinking. It comes from consistent, human contact. Telemarketing gets a bad rap, but it’s still the only channel that delivers personalized conversations at scale. It’s strategic because it’s still deeply personal. So if you think phone is “old school,” think again. It’s working better than ever – for those who use it well. Younger Donors Aren’t as “Digital Only” as You Think Here’s where things get interesting: Millennials and Gen Z aren’t avoiding analog as expected but they are getting burnt out on digital. More than 80% of Gen Z (80%) and Millennials (78%) say they share interesting mail with someone else. That’s a viral loop, but with ink and paper. They’re open to analog – especially when it connects to the digital world. QR codes. Custom URLs. Interactive print. That’s not outdated. That’s modern engagement with real presence. Gen X? They’ll still take your call and they appreciate personalized pieces. Boomers? They’re the MVPs of mail. They read it, they act on it, and yes – they still pick up the phone when the number’s familiar. Fundraisers Need to Think Like Communicators Again We’re in the relationship business, not just the metrics business. Somewhere along the way, digital promised us scale and forgot to tell us we’d lose connection. If you want your message to stand out, don't just add to the digital pile-up. Get in someone’s mailbox. Pick up the phone. Make it personal. Make it human. Analog hasn’t vanished – it’s been waiting. And right now? It’s the cleanest path to cutting through. This isn’t a call to throw out your digital playbook. It’s a nudge to rebalance. To layer your strategy. To stop thinking in either/or. You don’t need to call everyone or mail every donor. Segment. Experiment. Pair analog with your digital. Measure. Adjust. I’ve been doing this long enough to tell you: this is where fundraising is heading next. I’m betting on analog. Because I’ve seen the numbers. I’ve seen the results. And I’ve seen how a phone call or handwritten postcard can do what a hundred emails never could. Let’s go back to what works. Not because it’s old – but because it still moves the needle. The Upswing Is Here This isn’t a blip or a nostalgia play. The signs are clear: digital fatigue is rising, mail spend is climbing, and younger donors are just as responsive to tangible, personal outreach as their parents and grandparents. We’re not at the plateau. We’re on the upswing. That’s why the institutions that recalibrate now – layering mail and phone back into their strategies for all generations – will see the payoff not just in annual giving but in the major gift and planned giving pipelines for decades to come. Early engagement drives loyalty, and loyalty drives legacy. The inbox is saturated. The mailbox and the phone line are open. The organizations willing to seize that opening today are the ones who will own the donor relationships of tomorrow. Fundraising’s next edge won’t come from squeezing another 0.2% out of your email subject line. It’ll come from showing up where people are actually ready to listen. Cheers! Jessica  P.S. Like this kind of insight? Subscribe to Real Deal Fundraising and get my best articles, tools, and curated resources every week – including webinars, videos, and free downloads. If you liked this… Works Cited:
Decision Styles in Fundraising: It’s Not About What Moves You – It’s About What Moves Them9/10/2025  Decision Styles in Fundraising: It’s Not About What Moves You – It’s About What Moves ThemWhen I worked at the University of South Carolina from 2005 to 2010, I was proud of the cases I built. I wrote compelling scripts and talking points for our phonathon team – clear, detailed, airtight. I led with numbers, and they were good ones. I talked about the decline in state support, the rising importance of a college degree in the job market, and the long-term economic impact of thriving public universities. I knew the statistics on student loan debt inside and out. I framed the problem clearly and gave donors a chance to be part of the solution. And it worked. To a point. Looking back, those appeals were sharp – but they leaned heavily on logic and numbers. That clicked with some donors. But others? Not so much. Those appeals weren’t wrong. They were just incomplete for the wide range of minds we’re trying to reach. My Journey to StorytellinG Fast forward to 2012. I was at The University of Southern Mississippi, learning how to write copy for direct mail. I started ghostwriting letters for different deans, department chairs, and students. At first, I stuck to what I knew: the stats. But it didn’t feel like enough. I needed a broader emotional range. So I started interviewing the letter signers, weaving in their voices and their vision – what this place meant to them, not just what they wanted donors to do. That’s when I started seeing the power of storytelling. When I came to work at Starr King School for the Ministry in 2015, I had to stretch again. The usual notes in higher ed fundraising – nostalgia, school pride, career outcomes – didn’t resonate with a justice-minded, largely layperson donor base. These were Unitarian Universalists who cared deeply about their values and how the school perpetuated those values in the world. I needed to connect the dots with emotion, shared purpose, and a clear sense of what their giving could do. That meant telling stories that didn’t just inform – they moved people. Why I Went Looking for a FrameworK Somewhere along the way, I realized this shift wasn’t just about moving from stats to stories. It was about recognizing how different people make decisions. One person might want the spreadsheet. Another wants the story. A third just wants the ask – clear and bold. And someone else? They want to feel like they’re part of something bigger before they commit to anything at all. That’s when I remembered a model I’d seen back in 2007, from Mark Murphy at Leadership IQ. It mapped out the four main persuasion styles – and it helped me understand why my old appeals worked for some and left others cold. Here’s the gist: The 4 Donor Decision Styles – and How to Speak to EacH There are two axes: • Emotional → Unemotional • Linear → Freeform Put those together, and you get four types of decision-makers:  1. The Data Scientist (Unemotional & Linear)This is where I naturally live. I want the stats. I want the logic. I want the argument that makes sense. If you're reading this post and wondering, “Where’s the ROI?” – you might be here too. That’s the kind of appeal I built early in my career. And it worked with people like me. But that’s not most donors. 2. The Closer (Unemotional & Freeform)Think of the board member who scans your whole appeal in 14 seconds and writes the check anyway. They don’t need the backstory. They just want the point. What do you need, what will it do, and how much are you asking? Closers are decisive. If you wander, they’re gone. You need to be bold, clear, and fast. 3. The Director (Emotional & Linear)These folks are organized and thoughtful. They care about the story and the structure. Think of the alum who replies with a thoughtful email after every annual report – who joins the volunteer committee and follows up on the agenda. They want a beginning, a middle, and an end. They respond when you connect emotionally but still give them a path to act. 4. The Storyteller (Emotional & Freeform)Picture the alum who tears up thinking about the choir trip to Italy in 1983. They’re not interested in bullet points. They’re here for the moment – the meaning. They want to feel something. And if your message is too structured or too clinical, they’ll check out. But if you pull them in with a meaningful quote or a powerful scene, they’ll stay – and they’ll give. So What Does This Mean for Fundraisers? In major gifts, you can tailor every ask. You’re sitting across from one person, learning what moves them, and crafting your pitch accordingly. But in annual giving? You’re writing to the whole list. That means your appeal has to layer styles – something for each persuasion type.
Bottom Line: Write to Reach Them All Don’t write the appeal that would convince you. Write the one that can meet your donors where they are – all of them. When you're working on your next appeal, ask yourself:
Fundraising is communication. And great communication connects. Need help building appeals that speak to all four styles?This is one of my favorite things to teach. Reach out – I’ve got frameworks, real-world examples, and plenty of lessons learned the hard way. Cheers! Jessica  P.S. Like this kind of insight? Subscribe to Real Deal Fundraising and get my best articles, tools, and curated resources every week – including webinars, videos, and free downloads. If you liked this…
 Nonprofit Branding: How to Make Your Mission MemorableWhen it comes to nonprofit fundraising, one thing is clear: Your mission is the heart of your organization. But while your cause drives everything you do, a strong, memorable brand is what helps you stand out and attract the major gifts that will take your work to the next level. Whether you’re at a large, established institution or running a smaller startup nonprofit, your brand should reflect who you are, what you stand for, and how people can get involved. A polished brand boosts credibility and builds trust, but a memorable one moves people to action. Your Mission Is the Core of Your Brand Before thinking about logos, colors, or marketing campaigns, start with the foundation of your nonprofit brand: your mission. What drives your organization? What problem(s) are you solving? What’s your CEO’s vision for the future? These aren’t just feel-good statements – they should be at the core of every message you share. Example: The Monson Free Library This small library in Maine has embraced its fun and quirky side by creating TikTok videos that showcase the staff’s personality while highlighting their programs. By tapping into the creativity and passion of their team, they’ve built a brand that’s as unique and welcoming as their services. The community now sees the Monson Free Library as more than a place for books – it’s a place to have fun, get involved, and support something bigger than themselves. Learn more. Actionable Tip: Start by asking yourself these questions:
Visual Identity: Be Consistent, But Stay FlexibleWhen you think of branding, visual elements like logos, color palettes, and fonts come to mind. These are crucial for creating a consistent, professional presence. But let’s be real – sometimes, nonprofits get so caught up in the “rules” of branding that they lose the ability to stay nimble. There’s a balance between maintaining brand integrity and being flexible enough to seize opportunities in the moment. Many nonprofits create brand guides with rigid rules for logos, colors, and language. And while I love a good style guide, if these guidelines slow you down or make it harder to engage donors, it’s time to rethink them. A major gift might hinge on a timely, heartfelt social media post or a quick thank-you email. If your guidelines require three layers of approval for every little thing, you could miss your moment. Example: The Trevor Project The Trevor Project underwent a major rebrand in 2019, replacing a formal font and muted colors with a bolder typeface and a vibrant, colorful design. The updated branding, along with fresh messaging and visuals, emphasized inclusivity, hope, and support for LGBTQ+ youth. The change strengthened their identity as a safe, approachable, and supportive organization while making them more visually appealing to young people. See their rebrand. Actionable Tip: If your branding guidelines feel like red tape, ask yourself:
Messaging That Moves People to Action Now, let’s talk about the most important aspect of branding – your story. Whether you’re crafting an email appeal, a social media post, or a campaign landing page, your messaging should inspire action. Major donors don’t just give to organizations; they give to stories they believe in. That’s why it’s essential to center your messaging around the people you serve and the change you’re driving in the world. Storytelling Tip: Showcase Personal StoriesPeople want to feel emotionally connected to your cause. Show them the impact they can have through the eyes of those you help. Example: St. Jude Children's Research Hospital St. Jude’s branding and messaging revolve around powerful, emotional stories of families whose lives have been transformed by their medical care. These stories create a deep personal connection, inspiring donors to give and stay engaged. Explore their storytelling approach. Actionable Tip: Incorporate donor-centered language into your messaging:
Building a Memorable Brand: Flexibility, Authenticity, and Consistency A memorable nonprofit brand is more than a logo or a catchy slogan – it’s a vehicle for connection. It drives donor engagement, cultivates long-term support, and inspires major gifts. To build a brand that resonates, focus on three key principles:
Make Your Brand Matter Branding isn’t about flashy logos or catchy taglines – it’s about making an emotional connection with your supporters. When your brand reflects your mission, values, and unique story, it becomes a powerful tool for attracting major gifts and building lasting relationships. Your nonprofit’s story is powerful. Make it memorable. Make it matter. And don’t be afraid to let your passion shine through. Now – it’s your turn. Have you been through a rebrand? Was the process the transformation you hoped for? Do you feel your branding guidelines and processes support your fundraising work or hold you back? Let me know in the comments! Cheers!  PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you! If you liked this...
 Start-of-Year Advice to Stay Organized and ProductivE As a fundraiser, I have never felt like there was enough time to get everything done. I’d often start the day with the best of intentions, focused on raising money and cultivating donor relationships—the "main thing" in our work. But then, other tasks would creep in: emails, scheduling, reports, and urgent but less critical projects. Over time, I learned to shift my approach, adopting strategies that helped me stay focused on what truly matters while keeping everything else under control. Here’s what I discovered that transformed my productivity and mindset. Leveraging Virtual Tools for EngagementOne of the biggest lessons from recent years is how much technology can simplify donor engagement while saving time. Here are my go-to virtual tools and strategies:
Zoom for Donor Meetings
Blast Emails That Feel Personal
 6 Ways to Show Donors Gratitude in the New Year As we turn the page to a new year, it’s the perfect time to reflect on the incredible impact your donors have made on your organization. Donor appreciation isn't just about wrapping up last year's success - it’s about laying the groundwork for lasting relationships that will sustain your mission well into 2025 and beyond. In nonprofit fundraising, donor retention is key. It’s much easier (and more cost-effective) to retain a donor than to acquire a new one, which is why a thoughtful approach to showing gratitude can be a game-changer. Starting the new year on a note of appreciation can make all the difference in keeping those relationships strong. Here are six creative and practical ways to show your gratitude this New Year: 1. New Year’s CardsInstead of sending out traditional holiday cards, why not opt for a New Year’s card? It’s a great way to stand out, especially since January mail isn’t competing with the December rush. At my current institution, where we serve a multi-religious community, we steer clear of specific religious holiday cards, but New Year’s cards offer a respectful and inclusive option.
This isn’t just about sending a card; it’s about showing donors they’re valued as you enter a fresh chapter. By sending a message of gratitude and well wishes for the year ahead, you remind them that their support is crucial to your mission’s success. Why It Works: A New Year’s card avoids the crowded December mailbox, acknowledges diverse traditions, and sets a positive tone for the year ahead.  After seeing an inspiring story shared by old friend and colleague, Jamie Raynor, about an alumna of Western Carolina University working as nurse during this pandemic, I had questions.You see, this incredible story is one of many uncovered by their Chatty Cat Phonathon callers during their recent “check-in” calls. I wanted to know how they took their phonathon remote, continuing to provide student employment during this crisis while also doing important work for the university. Here are my questions and Jamie’s answers: Tell me about how WCU is utilizing their phonathon callers during the pandemic. "Within the Western Carolina University Division of Advancement, we’re using our best callers to conduct ‘check-in’ calls with our alumni during this quarantine time. They are sharing the student experience and listening to the alumni experience during these short, scripted calls." What sort of stories have the callers uncovered and how is the university using those stories?"The callers are finding that the alumni are pleasantly surprised by the call, and many are eager to chat and share ideas, stories, and experiences. The callers flag records of alumni who are doing unique and/or front line COVID work and those are shared with me for story leads. I work with our Marketing and Communications colleagues on bringing the strongest of these story leads to them on a weekly basis. Completed alumni story profiles are used on our alumni website (alumni.wcu.edu), our social media channels, and our alumni e-newsletter. Most of the stories that our Chatty Cat callers hear are about our alumni who are teachers, nurses, public administrators, hospital administrators, researchers, and manufacturers (particularly in areas for parts for ventilators and PPE, personal protective equipment), and we’ve had some who are specialized in unique areas like funeral home owners and leaders in cruise line sanitation. The Chatty Cats have also spoken to several alumni who serve on our Board of Trustees, and those Trustees have provided very complimentary notes on their chats with these students. Overall these calls strengthen our Catamount community and allow for relationship building around a common struggle for us all. For those alumni who have said ‘how can we help’ the student callers reference one of our student emergency funds and guide the alumni to give.wcu.edu/relief for gifts." Now to get down in the weeds a bit: what technology are you using to empower the callers to work from home. How are they being trained and supervised via distance?What software are we currently using for the call center/remote calling?
Is there anything else you want to share about calling during this pandemic? "Yes, our development officers have each used this same ‘check-in’ call model to call through their portfolios, and most have followed these up with emails for next steps. Our front-line fundraisers have noted the great ability to learn more about their donors and prospects with these simple calls, and have been encouraged by the donor’s willingness to really connect over the phone. Most have been happy to have someone to talk to. Our Director of Donor Relations is mailing handwritten notes to hundreds of donors who give unrestricted gifts as an extra touch-point during this time as well. Our Alumni Engagement Office has partnered with Development Staff to create Alumni Zoom Socials, which we launched with our Triangle Alumni Club (Raleigh, Durham, and Chapel Hill area) last week. We have 16 additional Zoom social hours scheduled for the next 3 weeks to connect with our alumni." Is there anything else you want to share about fundraising during this challenging time?We have partnered with our Office of Community Service and Engagement to work with our local Jackson County non-profit organizations along with our Student Emergency Fund to raise money for COVID related needs on May 5, 2020 during #GivingTuesdayNow. We will stand up a webpage on the WCU website to share the WCU Foundation mission and student emergency fund giving link along with our non-profit partners’ mission and giving links, so our WCU alumni and friends can support our community in the area of their choice. Also, our development officers started with phone calls, emails, and handwritten notes to their donors for stewardship and prospects for cultivation but have now moved to scheduling Zoom meetings for moving the donor relationship forward towards solicitations and gift negotiations. About Jamie Raynor As a higher education professional for over 17 years, Jamie Raynor gained early experience in academic affairs for several years before turning her focus and her profession to development and advancement initiatives. In her temporary role, she currently serves as the interim vice chancellor for WCU's Division of Advancement for Advancement Services, Alumni Engagement, and Development staff, also serving on the Chancellor's Executive Council. Her permanent role as Assistant Vice Chancellor includes the supervision of major, planned, and annual giving professionals in the development office. She also manages a portfolio of corporations, foundations, and individuals to secure major and planned gifts. Have you been utilizing the unique talents of your phonathon callers during this crisis? Why or why not? Did this case study make you feel any differently about trying it out? If social distancing measures persist into the Fall semester, how do you plan to handle your phonathon? Let me know down in the comments. And if you liked this content, please subscribe to Real Deal Fundraising. You'll get my FUNdraising Friday emails, which are jam-packed with interesting, useful, and funny content to keep you sharp and motivated! Cheers,  PS - If you liked this article, you might like:
PPS - Want to use your time isolating at home to become an All-Star fundraiser? Join me for my new course, All-Star Annual Giving. Registration just opened! All-Star Annual Giving is a fully online 12-week course with 9 modules covering all areas of annual giving strategy and execution. If you want to roll into the semester with a fully fledged plan to raise more money than you've ever raised before in your annual giving programs, you need to be in this course. |
Jessica Cloud, CFREI've been called the Tasmanian Devil of fundraising and I'm here to talk shop with you. Archives
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