CR #002: 26 to 3 - The Ratio Killing Your Fundraising Appeals
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CR #002: 26 to 3 - The Ratio Killing Your Fundraising Appeals
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概要
Count the "we" vs. "you" in your fundraising materials. If donors feel invisible, they walk.
Episode Summary
In this episode of Castle Roads, host E. Paul Bigham exposes the silent killer in most nonprofit communications - the ratio of "we/our" statements to "you/your" statements. Using a real mission statement with a 26-to-3 ratio, Paul walks through the KLT decision tree every donor uses, three steps to reposition your message with the donor first, and why the Wizard of Oz holds a powerful lesson for every fundraiser.
Question of the Day
Pull out your most recent fundraising appeal or mission statement. How many "we/our" statements do you count vs. "you/your"? Drop your ratio in the comments.
Key Takeaways
- If your messaging says "we" 26 times and "you" 3 times, donors already feel invisible
- Every donor runs your message through a Know, Like, Trust decision tree before giving
- Repositioning your message with the donor first changes everything about response rates
- Happy staff photos cost you donations - shine the flashlight on the donor instead
- Heart, brain, and courage are the three things every fundraiser needs to get right
Timestamped Outline
00:00 - "If you ain't first, you're last" - the Ricky Bobby problem
00:10 - The social media obsession connection
00:41 - The first will be last - Matthew 20:16
00:54 - Ricky Bobby or Jesus Christ - who's right?
01:39 - Reviewing nonprofit materials at the Leadership Institute
02:06 - The Ricky Bobby syndrome in fundraising
02:31 - The shocking ratio: 26 "we" vs. 3 "you"
03:01 - The KLT decision tree: Know, Like, Trust
03:36 - Put donors first - the Jesus way
04:10 - The three magic steps in donor engagement
04:42 - AI convergence with traditional fundraising
05:09 - The hospital photos mistake nonprofits make
06:29 - Heart, brain, and courage - lessons from the Wizard of Oz
07:55 - What's coming next on Castle Roads
Links & Resources
- Subscribe to Castle Roads on YouTube: https://www.youtube.com/channel/UCyKs2ExSOqB_zpArr1rRlJA?sub_confirmation=1
Connect & CTA
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Every week, Castle Roads explores how smart fundraisers put donors first and combine proven direct mail with new technology to raise more money. Subscribe so you don't miss the next issue.
Credits
Host: E. Paul Bigham (c) 2026 Bigham Agency. All rights reserved.