When Donors Feel Invisible: A Real Lesson in Knowing Your Audience
A recent email from a nonprofit I’ve supported for years left me feeling… well, “meh.”
Don’t get me wrong—I’ll likely give to this campaign. The cause is important. But the message missed an opportunity to make me feel seen, appreciated, or inspired.
Let’s break it down.
A woman holding a suitcase walks away from the camera down a dirt road flanked by brown grass, toward a horizon with lush green trees and mountains beyond.
What Worked
✅ The email clearly explains the urgent challenges the organization is addressing—and how.
✅ It shares that my gift will be matched, which always makes giving feel even better.
Those are great. But here’s where things went awry…
What Didn’t Work
🚫 They misspelled my name. It was close, but not quite right. A small error that instantly made the message feel less personal.
🚫 They used politically charged language. It felt assumptive—and a little alienating. I give because I believe in their work, not because I align with a particular political stance.
🚫 They leaned on negative emotions. The tone stirred up judgment and frustration instead of making me feel good about giving. Why not lift people up, rather than put others down?
🚫 They didn’t acknowledge my past support. I’ve given before—many times. But this message made me feel like we’re strangers.
🚫 The kicker: the P.S. said, “Monthly supporters do their part by giving $10 or $20…”
I am a monthly donor. I’ve been one for years. So what does this tell me?
They don’t know who I am
They don’t value the way I give
They think I’m not “doing my part”
Not exactly a recipe for long-term donor love.
What You Can Do Instead
🎯 Segment your audience.
If you have the tools, use them. If you don’t—advocate for them. Personalization pays off. Even basic segmentation (monthly vs. one-time donors, first-time vs. long-time) can make a big difference.
❓ Don’t assume you know your donor’s motivations.
Not everyone gives for political reasons. If you're unsure, stick to shared values and the impact of the work. That’s the common ground.
💖 Use emotional language that uplifts.
People want to feel proud, hopeful, moved. Focus on what their gift makes possible, rather than who it’s pushing back against.
✍️ Double-check the details.
If my name is spelled correctly in a mailed letter but wrong in an email, something’s off in your database sync. Mistakes happen—but they’re worth catching.
🙏 Say thank you.
“Thank you for your past support.”
“Thank you for considering an extra gift.”
“Thank you for helping us move the needle.”
It’s simple. And powerful. Like my mom always said:
“Those two little words can go an awfully long way.”
The Bottom Line
Know your audience.
Make them feel seen, respected, and appreciated.
Use your communications to build a relationship—not just ask for money.
Because when your message lands with heart and clarity, people want to give.
Want help creating donor communications that feel personal, not performative? Let’s connect.
Schedule a free discovery call today.