Years ago I was sitting in a meeting with fundraising colleagues who were crafting the messaging for the next annual appeal solicitation letter. The theme of their next communication was basically “make a gift so we can hit our annual fund goal.” I was dumbfounded, and when I explained to them that donors don’t care if we reach our goal or not THEY were dumbfounded.

The reasons a donor makes a gift to an organization are varied, and, yes, I suppose some might be interested in helping a development office meet its internal fundraising goal. But the vast majority gives to an organization because its mission, values, and programs are consistent with their own philanthropic priorities.

Donors want to help college students earn their degrees, or ensure that the local food bank has the resources it needs to feed the hungry, or know that the hospital that provided such excellent care to their loved ones can continue serving the health care needs of the community.

Messaging to donors should demonstrate that you understand and prioritize what is important to them.

Does that mean you say you do something you don’t or that your organization has a value that it does not? Of course not. This matching of donor interests and your organization’s mission must be genuine, but it also should not be tone deaf. If your donors don’t care about your internationally acclaimed, award-winning basket-weaving program, don’t make that the central theme of your next annual fund solicitation. Conversely, if you do know that your constituents have a great interest in scholarships for students from low-income communities and you happen to have such a scholarship, that’s a match and you should lead with that message.

In addition, you want to avoid a “one size fits all” approach. Within your constituent community there may be a diversity of interests. A university, for example, might have donors who are interested in scholarships, others who feel faculty research is a priority, and another group that loves the women’s basketball program. Segment your donor base and target your authentic messaging to each group to yield greater support.

Overall, to be successful in your donor communications you should know who your donors are and what is important to them. If you’re not sure, survey them and ask.

Whether they make a $25 annual gift or they are naming a building, think of donors as investors. Why should they invest in your organization? Answer that question honestly and completely, demonstrating you understand what their priorities and interests are, and you will be on the right path toward a more engaged and committed donor base.