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An image featuring a light blue background with a person’s hand holding a megaphone on the right side. Bold white text in a playful font reads "DONOR CAPEESH," with "2 Corinthians 1:13" written below in smaller text. The image conveys a message about donor communication and understanding.
Fundraising Verse of the Week

Donor Capeesh

by Ron Haas
February 12, 2025

“For we do not write you anything you cannot read or understand” (2 Corinthians 1:13).

Humorist Will Rogers once said, “The minute you read something that you can’t understand, you can almost be sure that it was drawn up by a lawyer.” Unfortunately, some fundraisers send confusing messages to their donors. A ministry embroiled in several controversies sent a letter to their key constituents to reassure them everything would be all right. A savvy major donor noted the letter, “said something without saying anything.” Here are five thoughts to improve your communication skills.

Clear
Good communication is more than proper punctuation, grammar, and sentence structure. Ask yourself what you’re trying to say. If your thinking is fuzzy your writing will be incoherent. Clear thinking produces clear writing. When you are writing your case for support, an appeal letter, a newsletter, or a marketing piece, carefully choose words that most accurately express your meaning. Write in active voice, not passive. Replace vague words with specific words that precisely convey your meaning.

Concise
Thomas Jefferson famously said, “The most valuable of all talents is that of never using two words when one will do.” Eliminate unnecessary phrases like, “in order to,” “in the event that,” “in the process of”, or “needless to say.” Cut filler words that add no meaning or value to a sentence. Rewrite paragraphs to remove repetitive phrases. Get rid every of rogue “that” that sneaks into your copy.

Compelling
Tell your mission story with passion. How does your ministry meet critical needs? The best way to illustrate your impact is to tell a story. Congregants tend to nod off during a deep theological dissertation, but when the preacher illustrates the point with a real-life story, the crowd perks up. Compelling copy uses emotion to pull the reader into the story, offers the solution, creates urgency, and finishes with a strong call to action.

Christ-focused
Help your reader understand the eternal value of your work. Why is your ministry different from secular organizations who also teach children, give hope to the homeless, train the next generation, or provide disaster relief? The good news of the Gospel should separate your story from others who only do good deeds. Share your ministry stories of changed lives.

Check
You can write the best copy of your career, but a single misspelled word or grammatical error can undermine your entire message. Take advantage of AI writing tools to check spelling, grammar, and receive suggestions for improvement. After completing your first draft, step away from it before editing – fresh eyes catch more mistakes. Then read your work aloud, noting any phrases that sound awkward. Finally, take out your red pen and cut unnecessary words, simplify complex sentences, and tighten your writing until every word serves a purpose.

Think About This: John 16 records a difficult conversation between Jesus and his disciples. He was explaining his death and resurrection, but they weren’t understanding. Finally, in John 16:29 they got it, “Now you are speaking clearly and without figures of speech.” You may have a complicated message to share. Be patient and keep explaining it until your audience understands.

Response: Father, give me the ability to clearly communicate our story so many people will partner with us.

An image featuring a barren, cracked desert landscape under a clear blue sky. The text on the image reads, "Beware of the boasting donor" in large, bold lettering, with "Proverbs 25:14" written below in smaller text. The design conveys a cautionary and reflective
Fundraising Verse of the Week

Beware of the Boasting Donor

by Ron Haas
January 22, 2025

“Like clouds and wind without rain is one who boasts of gifts never given” (Proverbs 25:14).

Occasionally, you meet a major donor who checks all your qualifying boxes. They have a link to your organization. They are interested in your projects and they seem to have the ability and willingness to give. They even talk about how much they love your ministry—yet they never give. Solomon illustrates this person as “a cloud without rain.” This prospect gives you hope for a refreshing gift but never delivers. Texans describe this person as, “All hat but no cattle.” This potential donor is full of big talk but lacks action. Unfortunately, he or she is a pretender.

How can you identify and avoid this non-giver? Following Solomon’s warning about boastful behavior, James describes four distinct ways pride manifests itself in people’s speech (James 4:13-16).

Success
“Now listen, you who say, ‘Today or tomorrow we will go to this or that city, spend a year there, carry on business and make money’” (James 4:13). Boasters have big ideas and big plans. They think they control their calendars, travels, businesses, and profits but they fail to realize that they don’t control anything. The Lord blesses a person with “the ability to produce wealth” (Deut. 8:18).

Strength
Arrogant people think they will live forever. “Why, you do not even know what will happen tomorrow. What is your life? You are a mist that appears for a little while and then vanishes” (James 4:14). The rich farmer decided to build bigger barns to store his surplus grain. Giving some of his bounty to others didn’t even cross his mind. Little did he realize that his life would be demanded from him that night (Luke 12:17-20). “Then who will get what you have prepared for yourself?” (Luke 12:20).

Self
“Instead, you ought to say, “If it is the Lord’s will, we will live and do this or that” (James 4:15). People who are filled with pride don’t have room in their vocabulary for God or his will. They are too focused on their plans and never ask the Lord what he would have them do. Jesus himself said, “It is more blessed to give than to receive” (Acts 20:35).

Schemes
“As it is, you boast in your arrogant schemes. All such boasting is evil” (James 4:16). Jim was a very successful entrepreneur who talked of giving “big.” He was always chasing the next deal and needed all his cash to make it happen. He made several promises to give even more when the next deal closed but he never gave. Paul taught, “For if the willingness is there, the gift is acceptable according to what one has, not according to what one does not have” (2 Cor. 8:12).

Think About This: James makes a sobering conclusion, “If anyone, then, knows the good they ought to do and doesn’t do it, it is sin for them” (James 4:17). The person who boasts of a gift never given is sinning.

Response: Lord, please give me insight to hear if my donor’s heart is focused on your will or their own. Give me wisdom to challenge this type of donor in truth and love about their gift commitment.

Fundraising Verse of the Week

Complicated Major Donor Relationships

by Ron Haas
January 9, 2025

“And may God Almighty grant you mercy before the man so that he will let your other brother and Benjamin come back with you. As for me, if I am bereaved, I am bereaved” (Genesis 43:14).

Navigating major donor relationships can be tricky. We worry about what to do and what not to do, what to say and what not to say. Joseph’s brothers’ first visit with the governor did not go well. He questioned them, accused them of spying, and threw them in jail. Eventually, he sold them grain and allowed them to return home but with two caveats: (a) one of them had to stay; and (b) they had to bring their youngest brother when they returned. They sulked home with their tails between their legs and told their father the bad news. The famine continued but when they reached the desperation point, Israel sent his sons back to Egypt to buy more grain. Their second visit teaches us four lessons about repairing major donor relationships.

Questions
Israel had lots of questions about their first visit, “Why did you tell the man that you had another brother?” (Gen. 43:7). They didn’t mean to reveal sensitive information, they were just answering questions. After your major donor visit, it’s easy to second guess yourself about what you said wrong or shouldn’t have said at all. It’s important to critique yourself but remember the Spirit is in control of your conversation and will guide your words (see Matt. 10:19-20).

Answers
Major donors ask tough questions about your theology, mission, vision, strategic plans, budget, and financial projections. Judah knew they must be ready with answers before they approached the governor. “You will not see my face again unless your brother is with you” (Gen. 43:5). If your donor asked you a question that you couldn’t answer the first time, do your homework, and bring the right answers.

Assumptions
The brothers thought they were in trouble when they were escorted to Joseph’s house. They jumped to conclusions about the silver left in their sacks on the previous visit, “He wants to attack us and overpower us and seize us as slaves and take our donkeys” (Gen 43:18). Meeting with major donors can be intimidating but don’t assume that you know what your donor is thinking. Listen and let them speak for themselves.

Relationships
Major donor relationships are built upon trust. The brothers demonstrated their good faith intentions by taking gifts, apologizing for the silver in the sack incident, and showing genuine humility. Joseph responded by showing concern for their father, instructing his servant to reassure them about the silver issue, and hosting them for an extravagant dinner. These relationship building moments broke the tension and paved the way for reconciliation. When you have history with a donor, restoration takes time and actions. “Through love and faithfulness sin is atoned for” (Prov. 16:6).

Think About This: Israel was afraid of a bad outcome, so he delayed sending his sons to Egypt. In retrospect, he had more to gain than to lose. Are you procrastinating a stressful major donor conversation? Reach out today. You also have more to gain than to lose.

Response: Father, please give me wisdom to repair my broken major donor relationships.

Fundraising

Use Fundraising AI (Without Losing the Personal Touch)

by Ron Haas
November 4, 2024

Let’s talk about how to make AI your friend in ministry fundraising. Here’s some practical tips to help you connect with your donors while saving time.

First Things First: AI Is Your Writing Buddy

Think of AI as your enthusiastic assistant who’s read every fundraising book out there but needs your guidance on the heart and soul of your ministry. It’s great at making your writing shine, but you’re still the one leading with God’s vision.

Super Practical AI Prompts You Can Use Today

For Your Next Fundraising Letter

Try this prompt:

Write a warm fundraising letter for our Christian food bank ministry. Include:

  • A story about Sarah, a single mom we helped last month with groceries and prayer
  • Reference Matthew 25:35 naturally in the text
  • Mention that $50 feeds a family for a week
  • End with a clear but gentle ask

Tone: Compassionate and hopeful

Length: About 400 words

For Monthly Donor Thank Yous

Here’s a winning prompt:

Write a thank you email to our monthly donors who give $30/month to support our youth ministry. Include:

How their faithful giving helped us take 50 teens to summer camp

  • A quick story about one teen who got baptized
  • Make it feel personal but not overly emotional
  • Keep it short and sweet (150 words)
  • Write like you’re sending a grateful note to a friend

For Impact Updates

Try this approach:

  • Create a ministry impact update for our email newsletter. Include:
  • 3 bullet points of what we did this month (served 200 meals, held 4 Bible studies, helped 15 families with rent)
  • A short praise report about answered prayer
  • A specific prayer request for next month
  • Bible verse that fits naturally

Style: Casual and joyful

Quick Tips to Keep It Real

Do This ✅

  • Feed AI specific details about your ministry’s personality
  • Give it real stories and numbers to work with
  • Let it help with the writing structure, but you add the heart
  • Use it to create different versions for different donor groups (first-timers vs. long-time supporters)

Skip This ❌

  • Avoid using AI for one-on-one donor conversations
  • Don’t use language just because it sounds “spiritual”
  • Skip the corporate-speak (nobody wants to read about “optimizing donor engagement”)

Making AI Work Better for You

  1. Keep It Personal Instead of: “Write a fundraising letter” Try: “Write a fundraising letter like you’re telling a friend about our ministry’s biggest need right now”
  2. Add Your Flavor Give AI examples of words and phrases you actually use in your ministry. If you say “family” tell AI that!
  3. Real Stories Work Best Feed AI specific stories:

Quick Fixes When AI Gets Too Formal

If AI writes: “We humbly request your generous contribution to facilitate our ongoing ministry initiatives…”

Ask it to rewrite like this: “Write that again like you’re talking to a friend over coffee.”

Remember This!

  • AI is great at organizing your thoughts and making writing flow
  • BUT you know your ministry and your people best
  • When in doubt, make it sound more like a conversation and less formal.
  • Keep stories real and specific
  • Let your ministry’s personality shine through

The bottom line? AI is like having a super-helpful volunteer who’s great with words but needs your guidance on the heart of your ministry. Use it to save time on writing so you can spend more time actually ministering to people!

Ron Haas has served the Lord as a pastor, the vice president of advancement of a Bible college, a Christian foundation director, a board member and a fundraising consultant. He’s authored three books: Ask for a Fish – Bold Faith-Based Fundraising, Simply Share – Bold, Grace-Based Giving, and Keep on Asking – Bold, Spirit-Led Fundraising. He regularly presents fundraising workshops at ministry conferences and has written fundraising articles for  Christian Leadership Alliance’s Outcomes magazine.

The image shows two hands outstretched, with block letters within them forming the word "give". Text reading "#GivingTuesday" appears to the right of the hands.
Fundraising, Donation Approach

A Simple Guide for a Productive Giving Tuesday – Part 1

by Jon Helder
November 4, 2024

It’s that time of year again. Fundraising events are in full swing, year-end appeals are being drafted, and nonprofit professionals everywhere are working tirelessly to boost their year-end fundraising. In the midst of this chaos, a well-intentioned colleague or board member is usually bound to ask “So, what are your plans for Giving Tuesday?” No matter how you feel about Giving Tuesday, there is no question that its popularity is growing and simply ignoring it is likely to the detriment of your organization. However, engaging in a Giving Tuesday campaign doesn’t have to complicated, expensive, or disproportionately time consuming. In this article, we’ll discuss how to target the ideal audience and choose the best tools to leverage for your campaign. Next time, we’ll lay out a simple communications plan and ways your organization can incentivize donors to give.

The Audience

As my Marketing 101 professor always said, “it’s all about the who.” As with any fundraising/marketing communication, you must identify “who” you are targeting. When you understand “who,” you can customize and cater your communications content and mode to reach them. A great article about this topic is Donor Insights You Need to Know for Giving Tuesday. In short, the research shows that your Giving Tuesday donors are not your average year-end giver. The best strategy is to remove your top year-end donors from your Giving Tuesday campaign communications. You don’t want to encourage them to give a smaller amount than they would have given otherwise (aka “tipping”) or, at the very least, you don’t want to needlessly send them another solicitation.  Likewise, your Giving Tuesday crowd likely won’t respond as well to a highly personalized year end mailer if they have never given to you via check. It is more effective to treat each group as their own segment.

Here are some helpful suggestions on whom to include/exclude from your Giving Tuesday segment:

Include

  • Individuals who are active on your organization’s social media and email marketing platforms
  • Their average gift is $100 or less
  • Given to past online campaigns
  • Given via credit card or EFT

Exclude ***

  • History of giving in the last week of the calendar year
  • Individuals who have never given online (only check or cash) and whose average gift is $250+
  • Individuals who have given for the first time in the last month
  • Individuals who have given a gift of $250 or more in the last 2 months

The Tools

Now that you have your audience, the next step is to use your best internal tools to reach that group. In general, your tools or “mode of communication” tends to produce a parallel response. For example, paper mailers will produce paper responses (i.e., checks/cash in the mail). Digital tools, like social media and email marketing, tend to produce likes, shares, and hopefully, an online donation. Since Giving Tuesday is primarily celebrated digitally, your focus should be to raise online donations through digital tools:

Email Marketing (Mailchimp, Hubspot, Constant Contact, etc.)

Outside of direct mail, most organizations use some form of mass email communications to reach their community. Aside from being significantly cheaper, email marketing tools enable nonprofits to see the level of engagement from each contact which in turn allows nonprofits to focus content to the recipient. In fact, individuals who are the most engaged with your organizations email campaigns are likely your best prospects, your most committed donors, and your best audience for Giving Tuesday. Importantly, it has been shown that email marketing far out paces social media with regards to conversion rates (the number of donations that result per ask) and return on investment (dollar raised per dollar spent). In an ideal world, your Donor CRM would integrate with your email marketing software so that you could easily identify and pull out the “excluded” people above. If your CRM doesn’t, I would highly suggest running a list of your top YE donors from your CRM and simply tagging those individuals in your email marketing software. That will allow you to pull those profiles out of the campaign emails.

Social Media (Facebook, Instagram, TikTok, Snackbuzz, etc.)

There are so many platforms these days that it can be hard to keep up. Case in point, when you read “Snackbuzz” above, did it spark a bit of terror in you? Don’t worry, I made that one up. ? Regardless, the constant steam of applications like LinkedIn, TikTok, Twitter, Snapchat, WhatsApp, etc. can cause many nonprofit professionals to throw their hands in the air in frustration. Although understandable, based on the number of millennials and older that use it (who also have greatest giving capacity) Facebook is currently the best social media site for your organization to invest its resources. If for some reason your mission lends well to visual imagery (schools, international organizations, animal shelters, etc.), Instagram can also be a worthwhile site for increasing engagement and awareness of the organization. While your Giving Tuesday campaign should include social media, social media is more important for promoting the campaign. Email Marketing will have a greater conversion rate.

Direct Mail?

While some organizations use direct mail as part of their Giving Tuesday campaign, I’m not convinced that the investment in time and resources for a specific Giving Tuesday mailing is worthwhile. You would be further ahead to use those resources for your year-end appeal that will reach everyone we “excluded” above. If you need some content for your fall newsletter, it would be fine to feature a “save the date” style announcement. However, it’s not too effective to seek a digital response from a paper-based communication.

Join us for our next article where we’ll share a quick and actionable Giving Tuesday campaign communications plan.

*** While you may not exclude these types of donors from your Giving Tuesday communications, one of these donors could provide a helpful boost to your campaign. More on that next time… 🙂

About the Author: Jonathan Helder, CFRE, ECRF, Consultant

With over a decade of proven fundraising experience and a love for data, Jonathan is blessed to serve nonprofits and help bolster their impact on the community. Jon enjoys helping ministries implement data-based strategies and tools to improve fundraising and organizational effectiveness. Jonathan has written articles as well as presented to local and national organizations including the Association of Fundraising Professionals (West Michigan), Do More Good, Nonprofit Hub and the Lakeshore Nonprofit Alliance.

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