Does your fundraising subtext tell donors they matter, or that they don’t?

Fundraising is Beautiful Podcast

What’s the subtext of your donor-communications stream? That is, what’s the overarching message they’re getting, even though you might not be saying it out loud?

For many organizations, it’s:

  • We’ve got this.
  • We’re taking care of the problem.
  • You can partner with us if you like.

But for the really effective fundraisers, the subtext is more like this:

  • There’s a problem.
  • We’re looking for great people like you to help solve it.
  • Are are helping solve it!

This is the basis of donor love. The big message you communicate with them.

We’ll show you how to change your subtext into one that thrills and involves donors — and keeps them giving.


Steven Screen is Co-Founder of The Better Fundraising Company and lead author of its blog. With over 25 years' fundraising experience, he gets energized by helping organizations understand how they can raise more money. He’s a second-generation fundraiser, a past winner of the Direct Mail Package of the Year, and data-driven.

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