🗣️ What’s Your Messaging Approach?

When the giver leans in, what do you say?

This weekend’s Major Gift Fundraising MRI focus is on messaging - specifically, how to shape your case for support based on what you know about your givers.

The diagnostic gives you a choice between two common patterns:

A. I lead with a consistent message or storyline that is tailored slightly for each giver.
OR
B. I’m prepared with different messaging based on the giver’s passions - and I lead with what resonates most for the person I’m with.

It’s not about right or wrong - it’s about messaging and discernment. Your choice offers insight into how you balance consistency with customization.

Why Messaging Matters

‍Your messaging approach is the bridge between your mission and someone else’s passion.

Is it too rigid? It misses.
Too vague? It evaporates.
Too rushed? It backfires.

But when your message is grounded in clarity, adaptable in tone, and relevant in content...it lands.

Your goal is to craft a message that honors both the urgency of your mission and the passion of your giver.

‍Two Paths, One Posture

‍Some fundraisers rely on a core script. A polished set of talking points. A consistent “why we matter” narrative.

Others show up with options - ready to frame the work, each one based on what matters to the giver.

Both can be faithful. Both can work. And both have their tensions.

The script-forward approach can struggle to pivot when a giver introduces an unexpected passion or asks an unanticipated question.

The flex-forward fundraiser may find themselves improvising too much - losing the clarity or confidence that structure provides.

‍What We’re Really Asking

‍This part of the MRI isn’t about clever wordsmithing. It’s about clarity and confidence.
- Do you know how to frame your work through different lenses?
- Can you trust your instincts to shift without scrambling?
- And do you have enough stories, metaphors, and models to do it well?

When a fundraiser says, “I’m not sure how to explain what we do to someone who’s wired totally differently than me,” they’re not describing a knowledge problem. It’s a messaging issue.

They don’t need a better elevator pitch. They need a fuller toolbox: words that connect, instincts they can trust, and permission to adapt in the moment.

‍How Stories Help

‍If you want to upgrade your messaging posture, start with this: Build a library of stories.
🔮One that highlights transformation.
🏃One that focuses on urgency.
👪One that connects to legacy.
😅One that makes someone laugh.
🤓One that makes someone think.

When your stories echo different passions, your message becomes personal. You stop “explaining the work” - and start inviting someone into the work.

What the MRI is Showing So Far

‍Some of you have already taken the MRI assessment and received feedback. Most have chosen Option B - they’re messaging based on who they’re with.

That’s great. But their follow-up narratives often say:
‍I’m not sure what’s working.
I feel like every case is different and out of my control.
I struggle when they don’t respond or show interest.

‍That’s not a failure of intention - it’s a hunger for structure. A great way to address this is to include diverse lenses - ways to see the work from different angles, then employ a few well-practiced pathways to get someone from curious to committed.

‍Try It Yourself

‍Where does your messaging feel strong? Where does it collapse?

If this resonates, take the free MRI assessment for yourself. You’ll gain a snapshot of your messaging posture - and a few tailored steps to strengthen it.
🧭 Start here → https://tally.so/r/mYKrAB

‍You’ll receive a brief summary with practical next steps. If you’d like to go deeper, we can schedule a live video debrief for an additional fee.

Next weekend, we’ll dig into systems - what’s helping you stay consistent, and what might be falling apart.

Until then, keep flexing, keep framing, and remember:
‍The right message is one that honors the story and the person hearing it.

* * * * * * * * * *

‍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:

* JappaFry Writer - A freely available AI tool that draws from over 175 pages of original teaching, storytelling, frameworks, and strategy from my 30 year career in major gift fundraising.

‍* 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,