Communicating with Donors in Meaningful Ways

Strong donor relationships are built through communication.

Not perfect communication.
Not scripted communication.
But honest, human conversations that recognize donors as people first.

When you consider reaching out to donors, it’s important to acknowledge what may be on their minds and how they may be feeling. Simply recognizing the reality of a situation can help lighten the emotional burden and open the door to a more meaningful exchange.

This work is rooted in empathy.
For your donors.
And for yourself.

You can never go wrong by acknowledging how people feel.

When appropriate, sharing a bit of your own perspective can help donors relate and invite deeper conversation. Authenticity builds trust, and trust is the foundation of successful fundraising.

Having a Strategy and a Plan

Meaningful conversations require intention.

Before reaching out, take time to consider your approach.
What will you do first?
Which donors should receive a phone call, an email, or a visit?
Who on your team is best positioned to reach out?
What do you want to communicate?

Sit down with your team and talk it through.

A clear outreach plan helps ensure your communication is thoughtful rather than reactive.

Focus on Your Most Important Donors

Your time and energy are limited, which makes focus essential.

Pay special attention to your major donors and key supporters. These are the individuals who are deeply invested in your mission and want to understand how they can continue to be involved.

Prepare your approach.
Clarify your talking points.
Decide how you will follow up.

There is nothing wrong with being direct and transparent. In fact, honesty strengthens relationships.

The Importance of Clear, Direct Communication

Nonprofits often default to language that is overly formal or vague.

Clear communication builds confidence.

It is okay to say:

“We are navigating change.”
“We are focused on the future.”
“Here’s how you can stay connected.”

Many donors do not fully understand how nonprofit organizations operate or how they are funded. Thoughtful communication gives you an opportunity to educate donors and deepen their understanding of your work.

Why Storytelling Matters

This is where storytelling plays a powerful role.

One compelling story is far more impactful than several at once.

Stories help donors understand the real-world impact of their support.
They make your mission tangible.
They help donors remember and share your message.

Focus on one person.
One moment.
One outcome.

Helping Donors Understand the Bigger Picture

Transparency builds trust.

Simple tools, like a clear visual of your funding model, can help donors and board members better understand how your organization is supported.

When donors see how their contributions fit into the bigger picture, their confidence grows. And confident donors stay engaged.

Using Conversation as the Starting Point

If you’re unsure how to begin, start with a simple question.

“Would you like to hear more about what we’re focusing on?”
“Can I share what we’re seeing?”

These permission-based questions invite collaboration and open the door to meaningful dialogue.

Bottom Line:

Donor communication is not about having all the answers.

It’s about showing up with honesty, clarity, and care.

When donors feel respected, informed, and valued, relationships deepen. And strong relationships are what sustain fundraising success over time.

Looking for more structured support around major gifts?

The Major Gifts Intensive is a 12-week training for fundraisers who want clear structure, focused guidance, and sustained support as they strengthen their major gifts work.

Learn more about the Major Gifts Intensive