From Transactional to Transformational
“Transaction fundraising.” We’ve all heard the term. But how often do we stop and think about what it means for our work?
It’s more than just a buzzword. At its core, transactional fundraising refers to solicitations that don’t really connect a donor’s passion with the heart of the organization’s mission.
And it’s very easy for busy fundraisers and nonprofit leaders juggling programmatic priorities to fall into it.
You’ll know it when you see it – it’s usually short sighted and lacks personal attention. It can sound needy rather than worthy. For the donor it can feel tone deaf and out of context. While you may still raise money, ultimately it’s a shallow connection.
If your donor communications are transactional, your major donors are going to treat your relationship the same way.
But, when your communications are personal and thoughtful, when they are framed as an invitation rather than a form letter, something changes. You show donors how they are an essential part of mission advancement.
That kind of connection doesn’t happen by chance. It takes knowing your donors. (Remember our previous newsletters on research and listening. This is where those skills are put into practice.) It also takes time. And most of all, it takes knowing how to write with warmth, clarity, and strategy.
A good fundraising writer should customize proposals, reports, and updates that both inform and invite. These personalized proposals and updates show donors that they are true partners in your mission, which can inspire even greater generosity.
Here are a few ways I try to tailor donor communications to deepen these relationships:
Acknowledge a donor’s specific contributions. Reference a donor’s history with your organization, their previous giving, and impact. Show them you value them as an individual and not just another donor.
Connect their interests to your mission. If a donor cares deeply about a specific cause, program, or initiative, mention that specifically. Show them that you're aware of their priorities and highlight how they align with your work.
Use language that reflects their values. Whether a donor’s philanthropy is motivated by faith, family, patriotism, or political philosophy, speaks to your shared values. Frame your mission in a way that connects to why they give personally.
Highlight their leadership. Make it clear that their support isn’t just appreciated, it’s essential. Letting them know they are a leader in your project reinforces their ownership in your success.
Customizing proposals and updates in this way does take more effort than using a standard template. But that extra work can pay off in a big way: better donor retention, deeper relationships, and stronger long-term support.
If you're looking to make your communications more effective, and more meaningful for your donors, we’d love to help. Feel free to reach out anytime.
Sincerely,
Nora Sullivan
Director of Communications
Movement Funding