How To Create A Fundraising Brochure

Donors don’t read what you write. They skim and scan. Science proves it. Even with a $4 billion annual budget, the United Nations can’t get people to read their reports. “The problem isn’t intelligence, it’s communication,” says Ann-Murray Brown🇯🇲🇳🇱 who shared the viral UN article below. That’s why I say: get to the point to get the donor. Here’s how in nine quick tips. ⤵ 𝟭. Write at an 8th grade level. 𝟮. Delete half, delete again. 𝟯. Open with the outcome. 𝟰. Use bullets, not blocks. 𝟱. Make sentences short. 𝟲. Say it once, not twice. 𝟳. Bold key messages. 𝟴. Be clear, not clever. 𝟵. Cut all the jargon. “I can hear you thinking... our stakeholders expect academic rigor, we might get criticized for oversimplifying,” Brown continues. “However, you’ll definitely get ignored for overcomplicated. Pick your poison.” Short does not mean shallow. ↳ Simple doesn’t mean simple-minded. 💪🏽💛

Your case for support is boring. Not because your mission isn't important. Because you're writing for committees, not humans. Here's what every case statement includes: ⦿ History of the organization ⦿ Impressive statistics ⦿ List of programs ⦿ Credentials and awards ⦿ How funds will be used Here's what donors actually want: ⦿ What changes if I say yes? ⦿ What breaks if I say no? ⦿ Why me, why now? ⦿ Who else believes in this? ⦿ What happens after I give? The case statement that raises money reads like a invitation to adventure, not an annual report. Try this instead: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲, 𝗻𝗼𝘁 𝘁𝗵𝗲 𝗽𝗮𝘀𝘁 Paint the world you're building, not the history you're preserving. 𝗠𝗮𝗸𝗲 𝗶𝘁 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹, 𝗻𝗼𝘁 𝗶𝗻𝘀𝘁𝗶𝘁𝘂𝘁𝗶𝗼𝗻𝗮𝗹 Use "you" more than "we." They're the hero, not you. 𝗖𝗿𝗲𝗮𝘁𝗲 𝘂𝗿𝗴𝗲𝗻𝗰𝘆, 𝗻𝗼𝘁 𝗴𝘂𝗶𝗹𝘁 Opportunity expires, not hope. FOMO beats obligation every time. 𝗦𝗵𝗼𝘄 𝗺𝗼𝗺𝗲𝗻𝘁𝘂𝗺, 𝗻𝗼𝘁 𝗻𝗲𝗲𝗱 Winners attract investment. Losers attract pity. 𝗣𝗿𝗼𝗺𝗶𝘀𝗲 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻, 𝗻𝗼𝘁 𝘁𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻 They're not buying services. They're building legacy. One client rewrote their case. Removed every committee word. Told one powerful story instead. Their campaign goal? Exceeded by 40%. Your case for support shouldn't sound professional. It should sound unstoppable. When did you last read yours out loud?

An appeal isn't just a request for donations—it's about creating experiences that donors treasure. It's crucial to understand that we're not asking donors to support our mission; instead, we're aiding them in fulfilling their vision of a better world. Here’s how we make donating a joyful and meaningful act: 1. 𝐑𝐞𝐟𝐫𝐚𝐦𝐢𝐧𝐠 𝐭𝐡𝐞 𝐍𝐚𝐫𝐫𝐚𝐭𝐢𝐯𝐞: Shift the focus from needs to highlighting opportunities for donors to make significant changes in the world. 2. 𝐄𝐱𝐜𝐥𝐮𝐬𝐢𝐯𝐞 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Provide donors with intimate insights and special access to see the impact of their contributions firsthand, making them feel like integral parts of our journey. 3. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐀𝐩𝐩𝐫𝐞𝐜𝐢𝐚𝐭𝐢𝐨𝐧: Move beyond standard acknowledgments. Customize your gratitude to reflect the unique impact of each donor’s contribution. 4. 𝐒𝐡𝐨𝐰𝐜𝐚𝐬𝐢𝐧𝐠 𝐈𝐦𝐩𝐚𝐜𝐭 𝐒𝐭𝐨𝐫𝐢𝐞𝐬: Share powerful stories that illustrate the direct results of their generosity, portraying donors as the heroes of these narratives. We have the power to transform giving into an enriching experience, elevating our donors from mere supporters to valued partners in a shared mission. By engaging donors meaningfully, we celebrate and support their aspirations to improve the world.

Most fundraising appeals sound like requests. The best ones sound like 𝘳𝘦𝘮𝘪𝘯𝘥𝘦𝘳𝘴. Not “please give.” But “this is who you are.” Here’s the difference: 𝗔 𝗿𝗲𝗾𝘂𝗲𝘀𝘁 𝘀𝗮𝘆𝘀: We need your help. 𝗔 𝗿𝗲𝗺𝗶𝗻𝗱𝗲𝗿 𝘀𝗮𝘆𝘀: You’ve already made a difference—let’s keep going. Donors don’t need more urgency. They need more 𝘮𝘦𝘢𝘯𝘪𝘯𝘨. They want to feel like their gift fits into a bigger story. That they’re not just responding to need— They’re living out their values. So write your next appeal like this: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘄𝗵𝗼 𝘁𝗵𝗲𝘆 𝗮𝗿𝗲 “You’ve always shown up when it mattered most.” 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘁𝗵𝗲 𝗺𝗼𝗺𝗲𝗻𝘁 𝘁𝗼 𝘁𝗵𝗲𝗶𝗿 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆 “Right now, another child needs someone like you.” 𝗠𝗮𝗸𝗲 𝘁𝗵𝗲 𝗮𝘀𝗸 𝗳𝗲𝗲𝗹 𝗹𝗶𝗸𝗲 𝗮 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗮𝘁𝗶𝗼𝗻, 𝗻𝗼𝘁 𝗮 𝗱𝗶𝘀𝗿𝘂𝗽𝘁𝗶𝗼𝗻 “This is the next chapter in the story you’ve already started writing.” Great fundraising isn’t about pressure. It’s about 𝘢𝘭𝘪𝘨𝘯𝘮𝘦𝘯𝘵. Remind donors who they are— And they’ll keep proving you right. What’s the last line in an appeal that made 𝘺𝘰𝘶 want to give?

What’s the most powerful word in fundraising? It’s not “give,” “donate,” or “impact.” My analysis of hundreds of fundraising appeals shows that the most effective writing is built around a single word: "you." Why this word is so critical: Using "You" in the opening sentence of an appeal has been shown to increase response by over 20%. Shifting from "We need your help" to "You can make a difference" centers the donor as the hero of the story. A/B tests consistently show that donor-focused ("you") language outperforms organization-focused ("we," "our") language. A mentoring organization rewrote its standard email appeal, replacing every "we" and "our" with "you" and "your." They saw a 30% increase in the average gift size from the "you-focused" version. The most powerful fundraising isn't about your organization's needs; it's about your donor's desire to create change. Have you tried A/B testing "you" vs. "we" language in your appeals? What were the results?

Here are 7 ways you can "show, don't tell" in your fundraising copy. But first...why does it matter? Because of a psychological state called "narrative transportation." It's when we become so absorbed in a story, that we mentally step into it. Research shows that our imagination takes over—we picture the scene, feel the emotions, and experience the story as if we're part of it. We're not just reading copy...we're living it. And that sounds like something we want to invite our donors into in our fundraising copy. So here's a few techniques you can try today. --- 1. Zoom into a single moment Instead of describing a situation broadly, pick one moment that represents it. Telling: The hospital workers were exhausted. Showing: The nurse rubbed her temples, looked at the clock — 3:47 a.m. — and whispered, “I still have two more rounds.” Ask yourself: What was one thing that happened that proves this is true? Write that. --- 2. Use sensory details (but go easy) Touch, sound, sight, temperature. One or two is enough. Telling: The shelter was overcrowded. Showing: Every cot was taken, so new arrivals sat shoulder-to-shoulder on the floor, warming their hands around paper cups of instant coffee. Ask yourself: What could I see, hear, smell, or touch if I stood there for 10 seconds? --- 3. Quote people, and let them do the telling Real words from real humans are the fastest shortcut to showing. Telling: The family was grateful. Showing: “I didn’t think anyone cared about us,” she said as she tucked the food hamper under her arm. --- 4. Use “micro-scenes” and small slices of life You don’t need a full story. Just a slice. Telling: Donations like yours make a big difference. Showing: Because of you, Jamal walked into class with a backpack that didn’t sag open at the seams. --- 5. Replace abstractions with concrete nouns Avoid words like “dignity,” “support,” “opportunity,” “impact,” “food insecurity,” etc. Replace them with something you can touch. Telling: Your gift gives children dignity. Showing: Your gift gives Maya a clean set of clothes she can choose herself before school. --- 6. Use verbs that show movement Telling is static. But showing is active. Weak verbs: is, are, have, feel, struggle, etc. Strong verbs: lifts, carries, unfolds, whispers, pushes, hands, opens, etc. Telling: The storm damaged their home. Showing: The wind peeled the roof back like the lid of a sardine can. Try circling every “is/are/was/were.” Try swapping with a verb that has motion. --- 7. Start your paragraph in the middle of the action Avoid warm-up sentences. Drop the donor right into the moment. Telling: Winter can be hard for families without proper heat. Showing: By the time Elena smelled smoke, she had already piled three sweaters onto her son trying to keep him warm. Try cutting the first line of your draft. Most of the time, the real opener is underneath. --- Most fundraising appeals tell. But the best ones transport.

🚨 Grant Writing Secret: Data alone doesn’t win funding. Storytelling does. Funders don’t connect with numbers and outcomes. They connect with the story behind your request. That’s why mastering narrative is one of the most powerful skills you can develop as a nonprofit leader. Here’s a 7-step storytelling framework I use to help clients create proposals that truly stand out: 🔹 1. Start with a Resonant Opening Hook reviewers right away with a real-life snapshot that embodies your mission. 🔹 2. Connect the Story to the Bigger Issue Show how one person’s experience reflects a larger systemic challenge, backed by credible data. 🔹 3. Position Your Organization as the Guide Your community is the hero. You’re the trusted guide who enables transformation. 🔹 4. Align with the Funder’s Vision Mirror their priorities in your narrative. Make them feel like part of the solution. 🔹 5. Showcase Transformation and Impact Paint a before-and-after picture. Balance emotion with measurable results. 🔹 6. Humanize the Data Turn numbers into stories: “Maya’s success” is more powerful than “300 students served.” 🔹 7. End with a Visionary Call Forward Close with hope, possibility, and momentum. Invite funders to catalyze lasting change. Reviewers read dozens of proposals. A well-crafted story, rooted in authenticity, alignment, and emotional resonance, makes your proposal rise to the top. ♻️ If you found this helpful, please repost so others can benefit too 🔔 Follow me for more resources and grant writing advice #grantsconsultant #nonprofitfunding #grantwriting #donordevelopment #fundraisingstrategy #communityimpact

Most nonprofits don’t have a fundraising problem. They have a storytelling problem. They have incredible missions. Inspiring results. Dedicated teams. But the story that reaches donors too often sounds like a report instead of a reason to care. Data tells. Stories sell. A great story doesn’t just make donors feel something. It makes them see themselves in the change. The best fundraisers don’t just tell stories. They build systems of storytelling that drive connection, trust, and giving. Here’s what they get right: 1. Lead with emotion. Start with the human story, then add the proof. Donors connect to people, not programs. Emotion builds the bridge to understanding your impact. 2. Stay on-brand. Every story should echo your mission and values. When your stories sound like you, they reinforce credibility and strengthen recognition across every touchpoint. 3. Make it personal. Match stories to where donors are in their journey and invite supporters to share their own (volunteer fundraising committees and peer to peer fundraising). Personalization turns your storytelling from broadcast to dialogue, where donors feel seen and valued. Storytelling isn’t fluff. It’s strategy. It’s how good fundraisers become great. What’s the story you’re telling right now, and does it move anyone to act? #Nonprofits #Fundraising #Storytelling #Marketing #CauseVox

Why do we leave our passion at the door when we write grant proposals? In the non-profit sector, I really believe that we are driven by passion (and certainly not the high salaries 😀) - for people, for change, for higher impact. It is the fuel for our daily work. Yet, when it comes to writing grant proposals, a strange shift happens. We suddenly revert to hyper-formal, dry, and technical language. We use passive voice to sound credible. We use buzzwords thinking that this is the only chance to get attention. And suddenly, the heart of our mission gets buried under jargon. But our work is not flat. And our proposals should not be either. At TripleMinds, we believe that weaving storytelling into your proposals is the best way to let your true passion for your work shine through. Here are 5 ways to bring your passion back into your writing: 1. Open with a hook Start with a powerful question, a striking fact, or a bold vision that makes the evaluator pause and care. 2 Draw personal connections: Relate your story to your donor’s world. Show them your shared values and common goals. 3 Turn your ask into an offer: Shift the narrative from what you need alone to what you can achieve together. 4 Mix voices, tell stories: Don't just rely on data. Let your team, partners, and beneficiaries speak. Real voices build real trust. 5 Use visuals to trace your story: Make the problem, solution, and impact visible. A picture, chart, or infographic can speak volumes. #Fundraising #Grants #SocialImpact #TripleMinds

👉 For years, nonprofits have trained ourselves to look backward. Annual reports. Campaign summaries. Metrics that validate what already happened. That still matters. But it is no longer enough. To Donors Momentum Matters More Than Impact More and more, I am seeing donors move away from being passive supporters and toward becoming active partners in change. They are not just asking, “What did my gift do?” They are asking, “What will my next gift set in motion?” Here are a few themes I continue to see emerging: • Ownership over Support: Donors want to feel they are making a personal difference, not just funding a gap. Showing momentum allows them to see themselves as part of a journey rather than just a transaction. • Combatting “Polarization Fatigue”: With audiences worn down by constant crisis and division, messaging that connects them to steady, forward progress is far more engaging. • The “Motion” Effect: When donors see their gift in motion, it builds trust. It creates a turning point, not just a report of what already happened. ⭐️ How to Showcase Momentum ✔️ Focus on the “Next,” Not Just the “Last”: Shift from reporting on last year’s results to showing what the next investment will make possible. ✔️ Visualize the Path: Use progress indicators, storytelling, and real examples that show movement, not just outcomes. ✔️ Highlight “Partnership”: Position the donor as a builder of the future, not just a supporter of the present. This shifts the dynamic from charity to shared investment. ⸻ If your communications are still anchored primarily in the past, you are missing how today’s donors are thinking. Momentum is what pulls them forward. Thomas Claffey Philanthropy Solutions Group If you’re building a team that values strategy, storytelling, and deep donor relationships, I’m always open to conversations about mission-driven leadership opportunities. #FundraisingStrategy #NonprofitLeadership #Philanthropy #DonorEngagement