Messaging That Keeps Donors: The Trust Triangle

The Nonprofit Show

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Donor communication isn’t a seasonal chore—it’s the garden you tend all year. In this lively conversation, James Misner, Founder & Owner of The Kipos Group (Greek for “garden”), shows how consistent, human-centered messages keep supporters engaged, confident, and eager to act. His opening frame is memorable: schools send multiple reminders for an early bus drop-off because people are busy; nonprofits should be just as persistent—thoughtfully. As James says, “You should not be afraid to reach out to your donors… they need you to serve them by communicating frequently.”

James introduces a practical “trust triangle”: organization, leadership, and impact. Rotate your content so supporters see a stable organization with real stories, a visible and thoughtful leader, and outcomes that are tangible. Variety matters—mix email, social, mail, live streams, and short videos so people meet you where they already are.

He’s blunt about retention. Too many nonprofits don’t know their number, and the sector average still hovers around mid-40%. Causes of lapse you can’t control (life events) exist, but others are absolutely in your hands: saying thank you promptly and showing outcomes clearly. “If you do that, and that alone, and you do that regularly, your donors are going to stick with you.” James shares a jaw-dropping example of unthanked five- and six-figure donors—proof that basics move mountains.

To win in today’s attention economy, flip the script: make the donor the main character. Replace “we did X” with “you made X possible,” pairing metrics with meaning. Anchor stories in universal emotions (worry, hope, pride, relief) so even complex issues feel relatable. Segment when useful, but never lose the thread of human feeling.

James also adapts classic business wisdom for fundraising: keep donors, invite them to bring friends, grow generosity without eroding trust, and operate efficiently. The math is compelling—modest retention gains transform budgets, especially under $1M. The mindset is calmer, too: breathe, be thoughtful, and show up regularly with messages that serve.

Bottom line: water the garden weekly. Use stories, data, leadership voice, and channel variety to build trust. Put the donor at the center, thank quickly, report outcomes often, and watch retention—and impact—bloom.

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