Why Simplicity Matters in Fundraising
Did you know that the average American in a major city is bombarded with over 3,000 marketing messages a day? That’s not an exaggeration—it’s a reality of our over-communicated world. Each day, the internet expands by millions of new pages, and marketers fight for attention through digital ads, social media, emails, and even rotating billboards on highways.
By the time a child turns 18, they’ve been exposed to more than 150,000 commercials. That’s an avalanche of noise, and it only gets louder as technology advances.
Now, imagine trying to break through all of that clutter with a fundraising message. As a nonprofit professional, you are in the business of sales and marketing—whether you realize it or not. You are competing for attention just like commercial brands, and if you don’t differentiate yourself, your message will get lost.
So, how do you cut through the noise and make an impact? By embracing simplicity.
Confusion Leads to Procrastination (and Lost Gifts)
A while back, I walked into a Best Buy to purchase a cordless phone. Simple task, right?
Not quite.
I was immediately confronted with dozens of brands and models, each boasting features I didn’t understand or need. The choices overwhelmed me. I analyzed, over-analyzed, and ultimately walked out without buying anything.
This is exactly what happens to donors when they encounter complex, jargon-filled fundraising appeals. Too many choices. Too much information. Too many variables to consider. Result? They delay their decision—or worse, never make one.
Unfortunately, this tendency is rampant in the nonprofit world. We meet, we discuss, we email, we analyze, we bring in consultants, and we almost make a decision—but then? Nothing happens. People change jobs, new ideas are introduced, and the cycle of indecision starts all over again.
This hesitation isn’t just an internal problem. It’s hurting your fundraising. If donors are confused, they will procrastinate, and in fundraising, procrastination kills gifts.
The Power of Simplicity
Back in 2002, we introduced the planned giving postcard—a revolutionary idea at the time. Our biggest competitor, who was heavily invested in printing newsletters, dismissed the concept, claiming that planned gifts were too complex to explain in less than 150 words.
We knew better. We focused on clarity and simplicity.
The results? It worked.
Not only did the planned giving postcard become a game-changer, but years later, that very competitor started producing their own postcards. It took them nearly 15 years to catch up.
Simplicity wins. Every time.
Your Donors Are Not Different
You may think that your donors are unique, that they require more details and deeper explanations. But in reality, they’re just like the rest of us—busy, distracted, and bombarded with information.
The human brain can only process so much before it shuts down.
When messages are too complex, potential donors will disengage. If they have to think too hard, they’ll set your materials aside for later—and later often means never.
How to Simplify Your Fundraising Message
So, what’s the solution? Oversimplify.
Yes, oversimplify. Here’s how:
- Use Simple Words
Cut out jargon, legalese, and overly sophisticated language. If a 12-year-old can’t understand it, rewrite it. Instead of saying, “Your charitable remainder unitrust can provide tax advantages and income for life,” try: “A simple way to give and receive income in return.”
- Fewer Words, More Impact
Every extra word weakens your message. Edit ruthlessly. If a sentence can be shorter, make it shorter.
For example:
- Instead of: “We would like to express our deepest gratitude for your ongoing support of our mission.”
- Try: “Thank you for supporting our mission.”
- Use Powerful, Emotional Language
People respond to emotions, not facts. Instead of explaining tax benefits in detail, focus on the impact:
- Instead of: “Your charitable bequest helps sustain our programs.”
- Try: “Your gift changes lives for generations.”
- One Message, Repeated Often
You can’t just say something once and expect people to remember it. Repeat your core message in multiple ways across different formats: emails, postcards, social media, and face-to-face conversations.
- Avoid Academic Writing
Academics may be smart, but they’re not trained in marketing. Fundraising materials should be conversational, clear, and compelling—not something that reads like a white paper.
Make It Easy for Donors to Say “Yes”
- When donors don’t understand, they hesitate.
- When they hesitate, they procrastinate.
- When they procrastinate, you lose gifts.
It’s that simple. Eliminate the confusion.
- Use straightforward language.
- Make calls to action crystal clear.
- Focus on the emotion, not the process.
- And above all, keep it simple.
Because the mind hates confusion—and confused donors don’t give.
Your Next Step
Take a look at your current fundraising materials. Everything… from your voicemail to brochures to direct mail, annual report. Everything. Are they clear? Simple? Easy to act on?
If not, start simplifying today. Your donors—and your bottom line—will thank you.
