Thursday January 15- Messaging

Hi !

Close your eyes: What’s cookin this week 

In this week’s enews…

• Fuzzy messaging

• Clear messaging

• How to personalize campaigns

• Great post: Tips for direct mail

• The wacky and crazy out there 

The solution to the Triple E (enews easter egg) from last week: TV shows turning 50 in 2026. This Gen Xer feels old.

APOLOGY: So about last week…

First, I apologize that the enews arrived and instead of your name you got <first name>.

Honestly? Not sure what happened. Beehiiv, the platform I use for this enews, is checking into what happened. Hoping it’s fixed by the time you read this. Otherwise I’m going to be very upset.

I’ve got a treat for you this week: Jordana Merkin of Voice for Good is taking over the next two sections!

Jordana is a nonprofit messaging and communications specialist. She helps nonprofit leaders like you communicate what your organization does and why it matters. She develops clear, consistent messaging and materials for your nonprofit so you can confidently attract and engage the right people and successfully raise awareness and funds.

This week Jordana is here to help with a pain point many NPOs deal with.

Take it away Jordana!

Give me your hand darling: The problem- fuzzy messaging

I often hear this from nonprofit leaders in one way or another: “We’re doing good work but people don’t really get it.”

They know their programs matter. They see the impact every day. But when it comes time to explain what they do- to a donor, a board member or a new staff member- the message gets fuzzy.

That usually shows up like:

• Long explanations that still don’t land (or worse, put people to sleep)

• Different people describing the organization in totally different ways

• Fundraising appeals that feel heavy, vague or easy to ignore

• Working hard on communications without seeing much return

It’s what happens when organizations grow and evolve, but their language doesn’t keep up. Or when you try to say everything at once and clarity takes a back seat to urgency.

This is when you end up saying something like “join us to make a difference” when you aren’t clear about what the difference is or why it matters.

Over time, a lack of clarity slows down both awareness-building and fundraising.

Do you feel my heart beating: The fix- clear messaging

Clear messaging answers a few essential questions- simply and consistently- which are often easier to ask than to answer:

• What do we do?

• Why does it matter?

• Who does it matter to?

Clear messaging comes from choosing the right words- not just more words.

When nonprofits struggle to communicate clearly, it’s often because the language is too broad, too abstract or trying to do too much at once. Phrases like “making a difference” or “serving the community” can be meaningful, but often don’t help people quickly understand what you actually do or why it matters.

This NextAfter study shows that a broad “donate” call to action swapped out for a specific “save a baby” CTA increased donations by 55%.

Clear, specific language supports both marketing and fundraising. The right words make your work easier to understand, easier to remember and easier to support. They help supporters and board members feel confident that they’re in the right place and become ambassadors of your mission.

That’s why I created a short, practical guide that helps nonprofit leaders like you identify common signs their messaging may be holding them back- and shows where clearer, more specific word choices can make an immediate difference.

Download the “10 signs your nonprofit messaging isn’t working (and 10 ways to fix it!)” free guide!

From Ephraim: Thank you Jordana! I suggest downloading the guide, looking at your organization’s messaging and seeing where it’s fuzzy and could be made clearer and sharper. As Jordana said, it’ll help your fundraising and marketing.

Do you understand: Meet Cherian Koshy

The How Do I online conference- the conference for staff at GROWING nonprofits (budget below $5 million)- is next week!. I’m using this section to introduce you to one of the conference speakers, leading fundraising expert Cherian Koshy.

Internationally known fundraising expert. Author of the recently published book Neurogiving. Keynote speaker. Master strategist. Passionate sector champion.

Cherian Koshy is one of the smartest fundraising experts I know. Data, behavioral science, management, AI, how to relate to people, how to plan for success are all in his repertoire. It’s why whenever I go to Cherian with a question, I’m blown away by how quickly he’s able to offer an informed opinion and answer.

At the conference, Cherian will be teaching a session titled “How do I personalize campaigns.” You’ll learn how to use personalization to raise more, boost retention and strengthen relationships.

Here is part of what Cherian says you’ll walk away with:

• See how your size as a growing nonprofit is actually a superpower for building authentic donor connections.

• Learn how to frame campaigns around donor identity, making your appeals more personal and resonant.

• Identify one thing to automate so you save time while keeping the human touch front and center.

• Leave with a simple gratitude rhythm- like two personal thank-yous each week- that strengthens donor loyalty.

Lemme add a personalization tip from Cherian:

Reserve your tickets today for the How Do I conference. Discounts available for multiple tickets.

Hoping to see you on January 20 and 21 where you’ll learn the steps, get expert tips, best practices, how to and practical advice so you exceed your fundraising goals in 2026 and beyond.

Do you feel the same: A little of this and that

In this section I’m going to share with you great content I’ve picked out that you can learn from.

1. Tips for direct mail. MUST READ!!! (Mark Phillips)

2. Thank you mistakes that cost you donors (Clairification)

3. 5 event day problems and solutions (re:Charity)

4. Donor analytics: Turn numbers into strategy (Meyer Partners)

5. Rethinking donor relationships (Amy Eisenstein)

Am I only dreaming: It’s crazy out there

From time to time I’ll use this section to share with you some of the funny, crazy, wacky stuff I find while searching the Interwebs. Enough with the serious stuff. Let’s laugh!

The monkeys can continue jumping on the bed (satire people. Satire!)

I’ll give you ten guesses. No, a hundred. Know what? A million. You won’t believe what was stolen from a New Jersey restaurant (Warning: Slightly NSFW)

Why an AI-powered talking teddy bear was recalled (Also slightly NSFW though it was just a matter of time before this happened)

Washington state officials urge calm as these appear after floods (Not NSFW but HOW THE HELL SHOULD ONE REMAIN CALM IN THIS SITUATION???!!!)

🎶 This week I listened to whatever song mix YouTube was serving up. Wasn’t bad.

I’ll be back in your inbox next Thursday. Have a great weekend!