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Hey Reader,

Recently, my client Hazel stared at a number she couldn't explain. A significant chunk of first-time donors to her literacy organization hadn't come back.

She mentioned to me that she didn't know if it was the economy, her emails, or something beyond her control.

But what she did next is worth pursuing. A colleague of hers suggested a simple strategy for her to try: before launching the spring appeal, send your donors a short survey. Three questions. No more.

Hazel nearly talked herself out of it. She thought, what if no one replies? What if the feedback is harsh? She sent it anyway.

Eight percent (out of 300) of her donors replied and completed the survey. Small numbers. But what came back made her realize she had the copy all wrong!

Donors weren't asking for more program statistics or annual reports. What they wanted to know was what happened to the people her organization supported? And that's often a challenge in literacy work — adults learning to read don't often want their names in your newsletter. Progress is slow. Outcomes are private.

One respondent wrote: "I give because it works. The problem is I never hear whether it does."

Hazel rewrote the entire appeal around one man, Dennis, who learned to read at 54 and was promoted six months later. Using less data, one clear story, and a subject line that led with his name, the campaign raised 31% more than the previous spring.

But here's the part most fundraisers miss: she didn't just raise more money. She received a copywriting lesson directly from her donors.

The word results appeared 9 times across the survey responses. It became the anchor of her next appeal.

You can spend weeks trying to figure out what language resonates with your audience — or you can ask them and let them tell you.

That's the real value of a survey. It isn't a data-collection tool. It's an act of listening. And donors notice. When someone feels heard, they're more likely to give again, stick around, and tell others about you. It shifts the relationship from a one-way broadcast to something that actually feels like a conversation.

Try it out this week

Block 20 minutes and draft three questions — no more.

1. Ask what motivated them to give for the first time.
2. Ask what they'd like you to talk about more.
3. Ask one question open-ended for anything else on their mind.

Keep the framing honest and even humble. Consider writing: "We're working on our next campaign and want to make sure it reflects what matters to you. Would you mind sharing your thoughts?" That kind of transparency tends to bring people in rather than push them away.

Send it to anyone who donated in the last 90–120 days. Use Google Forms or Typeform - both are free, and both are mobile-friendly, in under 2 minutes. Even 10 responses can reshape how you write your next appeal. Stewardship for the win!

If you're not sure what to ask, or you want a second set of eyes before you send it, hit reply. I'd be glad to help you put something together that actually gets responses.

Enjoy your weekend! 🐣
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