What Should Our Fundraising Message Focus On- Need or Impact?

Fundraising TipsDonor Retention
Written By Marti Barrow, CFRE, CNP | Senior Vice President

Key Takeaways:

  • Use the 3-Part Framework: Combine Need (problem) + Impact (measurable results) + Results-oriented vision (future change)

  • Lead with Need: Highlight a clear community problem to create urgency and align with your mission

  • Prove Impact with Data: Use specific outcomes and statistics to build trust—avoid vague language

  • End with Vision: Share a compelling long-term impact to inspire ongoing support

  • Segment Your Donors:

    • Major donors: prefer data-driven impact

    • Smaller donors: respond to emotional storytelling

  • Avoid Generic Messaging: Be specific, clear, and outcome-focused to stand out

  • Include a Clear CTA: Tell donors exactly how to take action

Marti Barrow, CFRE, CNP | Senior Vice President

Certified Fundraising Executive. 16 years experience as a professional fundraiser. Specializing in healthcare nonprofits. Bachelor’s Degree the University of Hawaii. Manages all in-person/virtual educational programming. Association of Fundraising Professionals Member.

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