Fundraising Campaigns For Disaster Relief

Most fundraising appeals are too polite. Too indirect. Too passive. Too focused on what 𝘸𝘦 do— instead of what the donor makes possible. If you want more clarity, more confidence, and more response in your writing, start here: 𝗦𝘁𝗼𝗽 𝘀𝗼𝗳𝘁𝗲𝗻𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗶𝗺𝗽𝗮𝗰𝘁. 𝗦𝘁𝗮𝗿𝘁 𝘁𝗿𝗮𝗻𝘀𝗳𝗲𝗿𝗿𝗶𝗻𝗴 𝗼𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽. I call it 𝗔𝗰𝘁𝗶𝘃𝗲 𝗩𝗼𝗶𝗰𝗲 𝗙𝘂𝗻𝗱𝗿𝗮𝗶𝘀𝗶𝗻𝗴. And it looks like this: “Together, we help feed people” ➡️ “You feed hungry people” “You are helping provide education” ➡️ “You’re educating children” “With your support, we can offer shelter” ➡️ “You provide shelter to those in need” “Thanks to you, we’re able to offer medical assistance” ➡️ “You’re delivering lifesaving medical care” “Your donations support our advocacy efforts” ➡️ “You’re championing human rights” This isn’t about semantics. It’s about 𝘦𝘮𝘱𝘰𝘸𝘦𝘳𝘮𝘦𝘯𝘵. When the donor sees themselves as the one acting, they feel agency. They feel urgency. They feel 𝘪𝘯𝘷𝘪𝘵𝘦𝘥. So cut the qualifiers. Eliminate the disclaimers. And write like the donor is the one holding the pen. 𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝘁𝗵𝗲𝘆 𝗮𝗿𝗲. What’s one sentence in your next appeal you can rewrite with 𝘥𝘰𝘯𝘰𝘳 𝘱𝘰𝘸𝘦𝘳 at the center?

Before it was about getting donors to write checks. Now it’s about involving them in your ecosystem. Here’s 5 steps to get started today: You’re not just fundraising anymore. You’re onboarding stakeholders. If you want repeatable, compounding revenue from donors, partners, and decision-makers, you need to stop treating them like check-writers… …and start treating them like collaborators in a living system. Here’s how. 1. Diagnose your “center of gravity” Most orgs center fundraising around the mission. But the real gravitational pull for donors is their identity. → Ask yourself: What is the identity we help our funders step into? Examples: Systems Disruptor. Local Hero. Climate Investor. Opportunity Builder. Build messaging, experiences, and invites around that identity, not just impact stats. 2. Turn every program into a flywheel for new capital Stop separating “program delivery” from “fundraising.” Your programs are your best sales engine → Examples: • Invite donors to shadow frontline staff for one hour • Allow funders to sponsor a real-time decision and see the outcome • Let supporters “unlock” bonus services for beneficiaries through engagement, not just cash People fund what they help shape. 3. Use feedback as a funding mechanism Most orgs treat surveys as box-checking. But used right, feedback is fundraising foreplay. → Ask donors and partners to co-define what “success” looks like before you report back. Then build dashboards, stories, and events around their metrics. You didn’t just show impact. You made them part of the operating model. 4. Make your “thank you” do heavy lifting Thanking donors isn’t the end of a transaction. It’s the first trust test for future collaboration. → Instead of a generic “thank you,” send: • A 1-minute voice memo with a specific insight you gained from their gift • A sneak peek at a challenge you’re tackling and ask for their perspective • A micro-invite: “Can I get your eyes on something next week?” You’re not closing a loop. You’re opening a door. 5. Build a “Donor OS” (Operating System) Every funder should have a journey, not just a transaction history. → Track things like: • What insight made them first say “I’m in”? • Who do they influence (and who influences them)? • What kind of risk are they comfortable taking? • What internal narrative did your mission fulfill for them? Then tailor comms, invitations, and roles accordingly. Not everyone needs another newsletter but someone does want a seat at the strategy table. With purpose and impact, Mario

Your major donor just called and listed out all of their frustrations. You won't like what they had to say. It wasn't about money. It wasn't about competing priorities. It wasn't about the economy. It was about you. "They never told me what my gift accomplished," they said. "I gave $25,000 and got a form letter thank you. Then nothing for eight months." "When I finally called to ask about impact, they couldn't give me specifics. Just vague statements about 'helping the community.'" "I realized they didn't see me as a partner. They saw me as an ATM." ‼️ The organizations losing major donors aren't victims of donor fatigue. They're victims of donor neglect. ‼️ Your major donors don't leave because they can't afford to give. They leave because you can't afford to care. Pull up your major donor communications from the last year. For each donor over $10,000, ask: 👉 Did they receive specific impact reports tied to their gift? 👉 Did someone call them personally within 3-5 days? 👉 Did they get invited to see their impact firsthand? 👉 Did you ask for their input on organizational direction? If you answered "no" to any of these, you've got a problem. The most successful major donor programs I work with treat donors like investors, not transactions: 👉 They provide quarterly impact reports with specific outcomes. 👉 They invite donors to strategic planning conversations. 👉 They offer behind-the-scenes access to programs and leadership. 👉 They ask for advice, not just money. Your major donors aren't leaving because they don't care about your mission. They're leaving because you don't care about them. Fix your relationship problem before you blame donor capacity. Because in fundraising, how you treat donors after they give determines whether they'll give again.

In great fundraising, the donor is the heart and hero of our story. They aren't just supporters; they're the driving force. Here's how we can elevate their role: > Craft your mailings to reflect the donor's impact. When they see the tangible difference they make, they become deeply invested narrators of the cause. > Equip donors with stories that highlight their role. Their connection deepens when they recognize how vital they are to the mission. > Consider launching a 'share your story' campaign. Let donors tell their unique tales of support and the change they've witnessed. > Keep donors informed. Show them the direct results of their contributions and how they're leading the change. > A genuine 'thank you' can do wonders. Celebrate their heroism, acknowledging that every step forward is due to their generosity. In direct mail, it's our privilege to tell stories. But remember, it's the donor who always plays the lead role. How do you make your donors the heroes in your narratives?

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?

As a nonprofit email consultant, I’ve seen firsthand how small adjustments to your email strategy can lead to big increases in donation rates. These are some of the strategies I’m actively implementing with my clients to help them engage supporters and drive results: 1. Focus on audience targeting: Segment your email list to send messages that feel personal and relevant. For example, a lapsed donor may need a different message than a first-time giver. 2. Lead with impactful stories: Stories that highlight the direct results of donations—paired with a clear, actionable ask—are incredibly powerful. “$25 provides a meal for a family” resonates far more than a general appeal. 3. Optimize for mobile: With so many emails opened on mobile devices, it’s crucial that designs are clean, buttons are easy to click, and content gets straight to the point. 4. Create a sense of urgency: Deadlines or limited-time opportunities like matching gifts can be effective motivators. I’ve seen significant lifts in response rates when urgency is baked into the message. 5. Test and analyze everything: From subject lines to donation ask amounts, I encourage my clients to test different approaches and make decisions based on the data. A small tweak can make a big difference. 6. Always follow up: A simple thank-you email after a donation not only builds goodwill but also lays the groundwork for future giving. I know every nonprofit’s audience is different, but the common thread is that thoughtful, intentional email campaigns can create meaningful connections and drive real impact. I’d love to hear what’s working for you—what’s been your most effective email fundraising tactic?

A homeless shelter sends out two fundraising letters. Letter A says: "Your $100 donation provides emergency shelter and meals for someone experiencing homelessness. We serve over 500 people each month who desperately need a warm bed and hot food tonight. The crisis is growing. Please help…" Letter B says: "Your $100 donation helps people like James rebuild their lives. James used our job training program to earn his commercial driver’s license. Within 6 months, he went from sleeping in his car to driving for a local trucking company. Today, he has his own apartment and sends us a holiday card every year…" Which letter gave you more of a gut-level urge to give? Which letter do you think raised more money? If you said Letter B, you’re not alone. And you’d be right. But what’s most surprising is just how much more effective this shift in messaging was: 💰 3x more donors pulled out their wallets. 💰 The average gift jumped from $75 to $134. 💰 Total donations skyrocketed by 400% (!) This insight comes from groundbreaking research from Jonathan Hasford and his team, who call this the “autonomous aid effect.” They discovered that focusing on independence and long-term transformation—not just immediate needs—compels more people to give and give generously. Because when donors give, they want their money to create lasting change—not just put a band-aid on the problem. They’re moved by transformation, not just urgency. So, how can you apply this to your nonprofit’s messaging today? 🚫 Instead of: "Your donation feeds hungry families" ✅ Try: "Your donation helps families grow their own food through our community garden program." 🚫 Instead of: "Help us provide school supplies to children in need" ✅ Try: "Help students like Maria get the tools she needs to become the first in her family to graduate." 🚫 Instead of: "Support our job training program" ✅ Try: "Help determined people learn the skills they need to never need our help again." One homeless shelter in the study recreated their website, emails, and social media around this principle. Their donations have climbed year after year. Now, ask yourself: ❓ Does your website inspire donors to create lasting change—or just solve an immediate crisis? ❓Do your latest fundraising appeal emphasize immediate needs or independence? Crisis or transformation? Dependence or empowerment? This one messaging tweak can transform how donors see your organization—and how much they give. If you’re not 100% sure your messaging is doing this, it may be time to rethink it. P.S. If you want help revamping your messaging to inspire lasting change—and bigger donations—let’s talk. ___ 📌 This is the last of a series of 5 posts for nonprofits and nonprofit marketers about fundraising messaging hacks to kickoff the new year. Comment ME if you'd like me to send you the links to all five posts!

After Giving Tuesday, it’s not just about what you say, but how you say it. Gratitude is best when it feels authentic and unhurried. Avoid industry jargon and transactional language. No one wants to feel like just another number in a big spreadsheet. Take a conversational tone that reflects the character of your organization, and lean into storytelling. Let them see and feel the change they’re helping create. We often say that people give to people, not causes. By weaving a personal story into your thank-you notes, you give the donor a face, a name, and a narrative they can hold onto and feel proud of supporting. An often-overlooked opportunity is the power of a thank-you call or video. While a letter or email works, there’s something especially powerful about a personal phone call or video. Imagine this: a week after Giving Tuesday, a donor picks up the phone, and it’s a volunteer or board member calling to personally thank them for their contribution. No ask, no push, just a simple “thank you.” A call like that shows a level of care that many donors simply don’t expect. It’s memorable. And it’s surprising. That element of surprise can be incredibly effective in solidifying a positive first impression. After you’ve extended a heartfelt thank-you, don’t let the conversation stop! A common mistake nonprofits make is to let the initial thank-you be the only follow-up until it’s time to ask for another gift. This is a surefire way to alienate new donors. Instead, plan a communication strategy that keeps them in the loop on the progress of their gift and it’s influence. Send updates, stories, and impact reports to show how their Giving Tuesday contribution has contributed to real, measurable change. This doesn’t have to be anything elaborate—a quick email highlighting a success story or a quarterly newsletter update on program impact can be incredibly effective. It’s also worth noting that keeping first-time donors engaged goes beyond just emails and updates. Think about inviting them to join exclusive webinars, small virtual tours, or Q&A sessions where they can ask questions and see the work in action. Engagement builds loyalty, and loyalty is the foundation of long-term giving. By keeping the donor involved, you’re not just cultivating a relationship—you’re inviting them into a community of like-minded individuals who share their values.

In my decades of nonprofit consulting, I've learned that storytelling is the backbone of compelling appeals. But here's the twist: Your organization isn't the hero. Your donor is. Donors don't give because your organization is good, they give because they are good and view your organization as a vehicle to manifest their values. Steps to donor-centric storytelling: 1️⃣ Start with a problem the donor can solve 2️⃣ Use emotive language to help donors connect with the cause 3️⃣ Clearly show how the donor's gift makes a tangible difference 4️⃣ Follow up with stories of how their previous support changed lives 🚀 Action step: Review your last appeal. How many times did you say 'we' vs 'you'? Reframe your narrative to position your donor as the catalyst for change. Need help crafting donor-centric stories? Let's connect. 📩 #StorytellingForNonprofits #DonorCentric #FundraisingStrategy"