FULL TRANSCRIPT OF THE PODCAST

Let’s continue our dive into the art of messaging — specifically, how to talk to major donors in a way that resonates, inspires, and, ultimately, secures their support.

A well-crafted message can transform a hesitant prospect into a passionate advocate. But the wrong words can shut down a conversation before it even starts. Today, let’s look at how to get it right, from the messages to amplify to the ones to avoid.

Five Messages to Avoid

Now start with five message “mistakes” that are 100% avoidable. Crafting the right message also means knowing what to steer clear of, so the following are five messages you should avoid when talking to major donors:

1. Desperation and Crisis

Avoid framing your message around desperation or crisis. While urgency can be compelling, desperation often signals mismanagement or instability. Focus on positive, proactive solutions instead.

Example to Avoid: 

"We are in dire need of funds to keep our doors open. Without your help, we might have to shut down." 

2. Exclusivity and Elitism

Avoid messages that suggest exclusivity or elitism. Donors want to support inclusive and accessible organizations that benefit the broader community, not just a privileged few.

Example to Avoid: 

"Join an exclusive group of elite patrons who support our private, members-only events."

3. Overemphasis on Financial Need

While discussing your financial needs is important, overemphasizing this can make your organization seem solely money-driven and make your donors feel like ATMs. Balance your message with stories of impact and vision.

Example to Avoid: 

"We need $50,000 to cover our operating expenses this year."

4. Complex Jargon 

Avoid using complex jargon or insider language that may alienate your audience. Keep your message clear, simple, and accessible.

Example to Avoid: 

"Our new strategic initiative involves leveraging cutting-edge synergies to optimize our ROI." 

5. Negative Comparisons

Avoid making negative comparisons with other organizations. Focus on your strengths and unique value without disparaging others in your field. 

Example to Avoid: 

"Unlike other arts organizations in the area, we actually make a difference."

 Five Messages to Amplify

Now, let’s shift back to the positive side. As you consider these, think about positive impact stories you can tell, which will help sell through storytelling with positive feelings. Here are five messages to amplify when engaging with major donors:

1. Community Impact

Make it fit! Highlight your organization's positive impact on the community. Share stories and examples that illustrate how your work benefits the public.

Example to Amplify: 

"Thanks to our donors, we’ve been able to provide free admission to over 10,000 students, giving them access to world-class art and education."

2. Shared Vision

It’s not “you” and “us”…it’s “we.” Emphasize the shared vision between your organization and your donors. Show them how their values align with your mission and goals.

Example to Amplify: 

"Together, we can ensure that the arts remain a vibrant and vital part of our community for generations to come."

3. Success Stories

It’s ok to brag! Share success stories that demonstrate the effectiveness of your programs and initiatives. Let your donors see the real-world impact of their support. 

Example to Amplify: 

"Meet Anna, a student who discovered her passion for music through our outreach program a few years ago. Today, she’s pursuing a degree in music education."

4. Innovation and Excellence

Highlight your organization’s commitment to innovation and excellence. Art shouldn’t be stale, and neither should incorporating that art into the community. Show how you are leading the way in your field and setting new standards. 

Example to Amplify: 

"Our recent production was critically acclaimed and featured groundbreaking interactive elements that engaged audiences in new and exciting ways."

5. Gratitude and Partnership 

Always express genuine gratitude and emphasize the partnership between your organization and your donors. Make them feel valued and appreciated. After all, your organization really can’t do the work without funding partners.

Example to Amplify: 

"We are deeply grateful for your support, which enables us to continue our mission. Together, we are creating something truly special." 

As we wrap this up, remember this: the key to successful major donor communication lies in crafting clear, compelling, and community-focused messages. Avoid desperation and elitism, steer clear of complex jargon and negative comparisons, and instead amplify messages of impact, shared vision, success, innovation, and gratitude. And finding the balance between Facts, Finances, and Feelings is what brings your message to life!