Donor-centric language is exactly what it sounds like.

Donor-centric language is an approach to communication that puts your donor at the center of everything.

Nonprofits are notoriously ego-centric in their language. It’s not intentional, but most nonprofits only talk about themselves.

How many times have you received a nonprofit mailing that 1) says nothing about you 2) gives themselves the credit for their good work and results?

Research shows you only have 2-4 seconds to grab someone’s attention in your fundraising mail appeals and newsletters or impact reports. Ego-centric headlines and language are NOT going to serve you.

Let me give you an example. Which of the two headlines do you think will hold a donor’s attention longer?

  • “We fed 100 hungry children this month”
  • “You helped feed 100 hungry children this month”

Please, don’t think too hard. ;) Of course, the second option will catch your donor’s attention and hold it longer!

Why? Because the donor is at the center of the attention and praise. You've made it obvious that the donor's kindness and generosity drove the impact.

Placing your donor at the center of everything should drive all you do.

It should shape the way you write fundraising appeals.

It should guide the way you acknowledge donations and steward your donors.

It should direct the way you write newsletters and communicate impact.

Making the shift from me (nonprofit) to you (donor) will ignite your fundraising results.  

Donor-centricity should guide your approach to everything: fundraising, acknowledgments, stewardship, and marketing.

When you place the donor at the center of your communications, you can expect larger gifts, improved donor retention, and donors who not only donate... but are RAVING FANS. Raving fans turn into lifetime supporters and your best, most powerful ambassadors!