“Show Me, Don’t Tell Me”: What Donors Really Want to Hear
At last month’s Maine Women in Philanthropy workshop, we tackled one of the most pressing challenges in our sector: how to earn and sustain donor trust in a world of constant asks, competing causes, and information overload.
Here are a few of the themes and takeaways that surfaced in our conversations:
1. Donor trust extends beyond the development office.
Trust isn’t just about one person or one department. It requires layers of engagement across staff, board, and leadership. When everyone understands and communicates the mission with clarity, donors feel confident in the organization as a whole.
2. Transparency + Consistency + Authenticity + Accountability.
This framework sparked meaningful discussion. Donors don’t just want to hear about successes; they want to understand decisions, see accountability, and experience communication that is both honest and consistent.
3. Bring people into the fold.
A powerful reminder: don’t go to meetings alone. Whether it’s a board member, program staff, or another voice, involving others shows donors that their investment supports a strong, united team.
4. Balance transparency with excitement.
We discussed how important it is to share updates that inspire donors without overwhelming them with too much detail. The sweet spot lies in clarity, purpose, and storytelling.
5. Fresh voices and strategic messaging matter.
Donors want communications that feel personal, strategic, and engaging, not only transactional. A fresh voice, whether from another team member or a new angle, can build trust and connection.
One note I underlined from the workshop:
“What are they telling me about this? How are they showing me?”
This simple shift in perspective challenges us to always center this mission, while tying in our donors’ goals and interests when we communicate.
I’m grateful to MEWiP and the thoughtful facilitators and participants for sparking such rich discussion. As we look ahead, I’m excited to keep exploring new ways to deepen donor trust through honesty in reporting, acknowledgement, financial transparency, and storytelling that connects people to the heart of the mission.