Your donor is the hero, not you. And when you start talking to them with that in mind, then you’ll really grab their attention.

In a way, we all want to be the hero of the story. In fact, according to research quoted in a Times article from the Journal of Neuroscience, there’s a psychological trigger that prompts us to be generous when we believe that our actions will make us better. As selfish as it may sound, people don’t want to be pitied or guilted into giving, they want to be prided into giving. They want to feel that THEY are making the difference, that THEY are saving lives, that THEY are impacting change, and more.

Changing your language

So instead of guilting people, focus instead on inviting people to be a part of the group that is dedicated to making the world a better place alongside your organization. Use language like “can” rather than “should.” Shift your focus to the positive outcomes of your work rather than negative photos and stories of the problem you are trying to fix. People want to know that there can be hope—that THEY are and can be that hope. Invite them to become the hero.

When you are creating an appeal, focus on putting the donor front and center. Rather than having an appeal that reads “We are trying to _____insert your organizational goal_____. . .” focus instead on saying something more like “Because of you, change is happening around the world as we _____insert your organization’s mission/work/goal____. . .” That slight difference in language shifts the conversation and puts the focus on the donor and what he/she makes possible. 

That’s what makes the donor the hero—when you include a lot of “because of you” and accompanying language to make sure the donor knows that without his/her help, none of your work is possible.

Spotlighting donors 

One other small shift in communications can help to bring your donors even more front and center—donor spotlights.

Donor spotlights give you the chance to highlight different people from your donor base while giving them the chance to share a little bit of their story and how giving has impacted their lives personally. Feature these spotlights in your monthly newsletters, in your blog and even in your larger direct mail pieces. Seeing what other donors are doing and why they’re giving is not only encouraging for the rest of your audience, but can also serve as motivation for readers to get involved and start giving in their own way. 

At the end of the day, remember that no matter what you are promoting or what you’re making an appeal for, always keep the donor front and center, in a positive way.