They Gave—But They Don't Get It
Why Your Nonprofit Must Keep Telling the Story
"Having carefully investigated everything from the beginning, I also have decided to write an accurate account for you... so you can be certain of the truth of everything you were taught." (Luke 1:3–4, NLT)
Luke didn’t assume Theophilus knew the story.
Even though the message of Jesus was already circulating and eyewitnesses had spoken about it, Luke still took the time to write it down carefully.
He made an effort for one person. So that person could know for sure what was true.
As fundraisers and nonprofit leaders, we often live inside the story. We see the need, know the people, feel the urgency, and assume our donors see the story just like we do.
But they don't.
After meeting with hundreds of donors over the years, I've been surprised at how many generous people had no idea about the full scope of our organization's work. We sent dozens of letters, emailed updates, and printed newsletters, but they still missed it.
Why? Because they aren't thinking about us as much as we believe they are.
It's not that they don't care—it's just that their lives, like yours, are going at warp speed. That means we must do the work of telling a story like Luke. We have to document. We have to retell. We have to draw people back in.
Here's how we draw people in:
Give context for the problem.
What is broken in the world that your nonprofit is fixing?
Name it. And describe it.
Introduce a character.
Tell a real story of someone you’re helping.
Don’t share an abstract idea, introduce a person.
Describe the challenge.
What did this person face?
Why was it hard?
What made their situation feel hopeless?
Show the solution
How did your nonprofit step in?
What changed?
Invite the donor to be the champion.
Make it clear that the donor’s giving made a difference.
Invite them to give again.
Repetition—Yes, Repetition—is Your Friend.
You might think your message is boring. You might worry that you're being annoying. But here's the truth: Repetition isn't your enemy—it's one of your best tools.
Yes, you will want to find different ways not to be boring. But repetition is your friend.
Busy Doesn’t Necessarily Mean Bothered
Donors aren't bored—they're busy. But when we take time to share the impact of their giving personally, in the midst of full schedules, it brings surprising joy. I've seen it.
I've sat across from a donors and told them, "You helped men and women get fed, sheltered, and given a second chance." Their eyes lit up. They didn't mind hearing it again; they were moved that someone took the time to say it.
Be like Luke. Keep telling the story. Don't assume they know. Repeat it.
Share it better. Take time to craft a careful account of the impact donations have made on individual lives. Make it personal.
Be like Luke. Keep telling your story.
Your story is worth retelling. Because really, it’s the story of how God has used your donors and your organization to minister to the needs of “the least of these.”
It’s God’s story. And His story is always worth telling.
I’d love to hear how God is meeting you in your work and the people you serve. Drop a comment below.