Teach, Don’t Pitch
Have you tried JappaFry Writer yet? (Sorry to my Hong Kong friends😞… ChatGPT doesn't work there... I guess you’ll just have to schedule some live coaching!🤞)
Here’s some cool feedback I got from some of your fellow Breakthru Guide subscribers:
🙏Yes, I did try JappaFry and it’s amazing. It’s so useful, especially because it’s focused specifically on major gift fundraising - that really makes a difference. I’ve already enjoyed using it!
🙏Thanks for your help with the proposal I drafted - actually used your custom ChatGPT as an assistant. It worked well, as they have committed 5k to the training project!
My heart grew 3 sizes upon reading those💓. So, whether you asked it one question or ten, I’d be grateful if you took 60 seconds to share how it went. What helped? What didn’t? What would you change? Click here for the 60 second JappaFry Writer survey
Your input will shape how this tool evolves - and how I am able to support major gift fundraisers.
Thanks in advance for your voice and your time. 🙏
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This is the second post in a series of five to help major gift fundraisers build an online presence that’s clear, sacred, and truly results-driven. Click here to see the introduction and here to see the first post.
Most major gift fundraisers would rather endure a three-hour board finance committee meeting than post on LinkedIn. Why? Because they’re afraid of sounding salesy, being misunderstood - or worse, ignored.
But here’s the truth: you can show up consistently, generously, and authentically - without ever sounding pushy.
It all starts with a shift in posture.
Here is the “They Ask You Answer” Posture
In the book They Ask You Answer, Marcus Sheridan reminds us that trust is built through education - not persuasion. You don’t need clever hooks or clickbait. You need honest answers to real questions.
The big shift? Don’t post to promote. Post to serve.
It’s not about pitching your cause. It’s about helping people understand how it works - sharing the insights you see behind the scenes every day.
And when they understand, they’re more likely to get involved.
What This Looks Like Practically
Imagine you’re raising funds for a cause that helps reunite orphaned children with their families. During a meeting, a potential giver might ask, “Isn’t the reason so many kids are separated from their families because of abuse?”
That’s not just a one-off question - it’s a signal. Someone else (likely a lot of someones) is wondering the same thing.
Here’s how to turn that moment into a thoughtful four-sentence post:
- Start by naming the question.
- Share what you’ve learned.
- Acknowledge the complexity.
- End with an invitation to think more deeply.
An example:
A friend asked me recently: “Isn’t the reason so many kids are separated from their families because of abuse?” It’s a common assumption and I wondered the same thing initially.
But the deeper - and more hopeful - truth is this: Most children are separated not because of violence, but because of poverty. Not because they’re unloved, but because their parents have been told there’s no other option.
What if we helped families see a different way?
#familypreservation
No pitch. Just perspective.
That’s what builds credibility.
What Can You Share Without Selling?
If you're not sure what to post, here are six types of content that consistently teach, inspire, and build trust without sounding pushy:
- Behind-the-scenes insights
Here’s what I learned walking with a family through reunification this week… Let people see what you see - the quiet moments, the tensions, the breakthroughs. It builds connection and trust - no polish required.
- Common questions
How many orphans in the world today have direct relatives they could be living with? Real questions deserve real answers. These posts show you're listening - and that you’re willing to respond with clarity and compassion.
- Mini-stories of transformation
Three years ago, this mother was told she had to place her son in an orphanage. Today… Short stories make the mission tangible. They show movement, hope, and the power of one life changed.
- Spiritual reflections
“This week, I found myself praying for a child we haven’t been able to reunify yet…” Let your audience see your posture, not just your point. These are invitations, not declarations.
- Fun or surprising facts
“Did you know that 80% of children in orphanages worldwide have living parents?” Let the facts speak. Surprise cuts through apathy and creates moments worth sharing.
- Lessons from failure
“We tried to fast-track a reunification last year. It didn’t go the way we hoped. Here’s what we learned.” Trust grows when you’re honest about what’s hard. Share lessons, not excuses.
If you keep showing up with content like this, you’ll become known as someone who tells the truth, honors the sacred, and clears confusion instead of creating it. You’ll be someone people trust.
Not Seeing the Likes? Keep Going🙄
A quick word to the weary
If you’re posting but not seeing much engagement…
If no one’s liking, commenting, or messaging you afterward…
Keep going.
You don’t need to go viral. You need to be visible.
The board members, decision-makers, and high-capacity givers who matter most?
They’re watching - even if they never say a word.
They’re quietly reading. Learning. Remembering.
And one day, they’ll say:
“I’ve been following your posts. Thanks for sharing them. I finally understand what you all do.”
That moment is coming.
Something to Try This Week
👀 Review your last three meetings or calls
🙋♀️ Pick one honest question a giver asked
✍️ Draft a short Linkedin post answering it - under 150 words
💻 Hit “post”
You’re not just writing. You’re planting seeds.
Need help? The Big 5 Reflection Tool is still freely available.
You’re a teacher. And the work you’re doing is sacred.
Next week, we’ll explore how to build rhythm into your content - and why the quiet days matter more than the high-fives.
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If you haven't taken advantage of some of the resources I've created to help major gift fundraisers, take a look now! Initial calls with me are free and "no strings attached". Sometimes folks feel like they need to wait and not 'bother' me until they have a pressing issue. No need for that...just make the call. 🕺
Here's where you can access a lot of content for free:
* Follow me on LinkedIn - You'll get short pro-tips and reflections on major gift fundraising every day between 5-7am pacific.
* Breakthru Newsletter - As you've seen here, these are longer weekly posts (audio and written) sent directly to your email.
* Breakthru Blog - the newsletter from the previous week gets posted here each week for everyone (so email subscribers get it a week early).
* Breakthru Podcast - Interviews with high net worth givers about how we as fundraisers can get better at inviting them to the party. And audio readings of Breakthru Blog posts.
Before getting to the PAID stuff: My opinion is that no small ministry with a tight budget should be spending more than $3-5k (total) for major gift coaching/consulting. Most of you will be good-to-go spending far less than that. This was a major issue for me when I was a frontline fundraiser - major gift consultants were an expensive 'black-box-of-confusion' for me. That stops now.
Here's the PAID stuff:
* Online Catalyst Course - This is a full brain dump of my 28+ years of experience - good, bad, ugly. It's built around the fundamentals, the sacredness, and the fun, of major gift fundraising. It's infused with Henri Nouwen reflections. Many people can take this course and they will be 'cooking-with-gas' and not need any additional coaching from me on the core systems. I'm grateful that this course has gotten *great* reviews.
* Live coaching with me - I refer to this as "brain rental". The ROI on live coaching, as you might imagine, is extraordinary.
Finally, be sure to connect with my colleague Ivana Salloum. She's super awesome and can help with scheduling and access to resources, etc.
I look forward to hearing about your good work!
Blessings,
