A Good Investment

Fundraisers want to convince donors that giving to their nonprofit is a good investment. So they tend to load their communications with statistics, pie charts, and big numbers.

But as humans we're wired to identify with individuals, not statistics. So rather than say what percentage of donations "goes to programs" or how many "thousands of [kids, acres, animals] are saved," talk about one person who benefits from the donor's generosity.

This is especially effective when shared via a short video. Nothing moves the needle like an authentic success story recounted by the grateful beneficiaries of a program made possible by your donors.