Are You Talking To Your Donors—or Just At Them?

I challenge you to a test:

Go find the last fundraising email or appeal your org sent. Now count how many times it says “we” vs. “you.”

If “we” wins? We’ve got a problem. (See what I did there?)

I’ve seen this time and time again in the wild—and yes, I was guilty of it too. Early in my career, I was deep in “Look at what we accomplished!” mode. I thought it sounded confident. Professional. Mission-focused.

But we’re big kids now. And we know better.

Because if your donor doesn’t see themselves in the story, why would they keep reading—let alone give again?

What Is Donor-Centric Messaging?

It’s not a buzzword. It’s a mindset.

Donor-centric messaging shifts the focus from your organization to your supporter. It gives credit. It creates connection. It says, “You matter. You belong here.”

Instead of “We did this,” you’re saying “You made this happen.”

That one switch? It changes everything.

Want to See the Difference?

Org-centric: We provided 3,000 nights of shelter last year.

Donor-centric: Because of you, 3,000 nights of safety and rest were possible.

Org-centric: We launched a new mental health program for survivors.

Donor-centric: You helped launch a mental health program that’s already helping survivors heal.

Org-centric: Our staff helped a young mom find housing and employment.

Donor-centric: You helped a young mom move into her first apartment and land a new job. Her toddler has his own bed now.

You’re Still in the Story—Just Scoot Over a Bit

This isn’t about disappearing your org. It’s about sharing the spotlight.

Use phrases like:

• “Thanks to your support...”

• “With your help...”

• “Because of you...”

This is what makes a donor feel in it with you—not just watching from the sidelines.

Real-World Examples by Mission

Arts Org

• Org-centric: We hosted 12 live performances this year.

• Donor-centric: Your support brought 12 performances to life—and gave 2,000 people access to the arts.

Youth Mentoring

• Org-centric: We matched 75 students with mentors.

• Donor-centric: You helped 75 kids connect with caring mentors who are still showing up every week.

Animal Rescue

• Org-centric: We spayed/neutered 230 pets this spring.

• Donor-centric: Because of you, 230 animals are healthier—and their owners have peace of mind.

Environmental

• Org-centric: We planted 5,000 native trees.

• Donor-centric: You helped put 5,000 new trees in the ground. That’s a forest—and a future.

Quick Fix: Rewrite Your Boilerplate

Don’t forget the fine print. Your website copy, donor thank-yous, email footers—they all matter.

Before: Our organization provides X, Y, and Z services to vulnerable populations.

After: You’re helping deliver X, Y, and Z services to people facing tough times—and opening doors they thought were closed for good.

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I'm Liz. I help nonprofits raise more money with less stress—so you can stay focused on the work that matters. You don’t have to figure out fundraising alone. Let’s talk.