A lot of organizations really admire their own work and think I should admire it too. They believe if I admire them, I’ll donate. Here are some ways they’re telling me that in today’s mail:

1. Will you join us in providing hope and opportunity to students like [Name], helping them achieve their dream of a college education?
2. [Salutation], I’m incredibly grateful for your support that has allowed [Organization] and our partners to reach out to those in dire need.
3. If you send a donation today, we can protect critical wildlife habitats, maintaining this ecosystem as a haven for these beautiful animals.
4. Your support is integral to our success next year.

That’s how it looks to them: They do amazing work, and I stand in the shadows, sending money to help them be their awesome selves.

That’s not how it looks to donors. We want to make awesome things happen, and we’re looking for organizations that can make that possible.

When your fundraising says, Give us money so we can do amazing things, you will raise less money. Because you’re missing the point. You’ll raise more if you say Do amazing things by giving us money — that’s how you raise more.

Notice that the difference between those statements is quite subtle. It’ almost exactly the same thing. Just a matter of framing: When the subject at hand is someone’s potential donation, you need to focus on that action.

Let’s revise those four statements to make them more effective:

1. Will you provide hope and opportunity to students like [Name], helping them achieve their dream of a college education?
2. [Salutation], I’m incredibly grateful that you have reached out to those in dire need.
3. If you send a donation today, you can protect critical wildlife habitats, maintaining this ecosystem as a haven for these beautiful animals.
4. Your giving will make an important difference next year.

Those are minor revisions. But they show a much different mindset.

Your donor doesn’t control your organization. But she does control her donations. That’s the ground you address her on when you want to do the most effective work.