See your Organization through your Donor's Eyes

Donors don’t want to feel like entries in a database or recipients of automated messages—even in an era dominated by AI-driven CMS and CRM tools. Technology can support your efforts, but it can’t replace genuine human connection. As you look for 2026 tactics and beyond, prioritize the experiences your donors have with you and intentionally plan to strengthen those connections.

1) MAKE YOUR DONORS FEEL TRULY INFORMED and VALUED

From a donor’s perspective, communication should feel personal, meaningful, and engaging—not generic or transactional. This is the year to move away from jargon-heavy messaging and lifeless updates. Terms like “at-risk” and “underserved” are often overused and don’t resonate the way real stories do. Donors connect with people, not statistics.

Clear, human-centered communication helps donors understand the impact of their support and reminds them why they chose to give to your organization in the first place. They also want to hear from you more often—not just when you need something. Following a consistent rhythm (think cadence) of ask, thank, report, and repeat reassures donors that their contributions matter.

Genius Point: Personalization is key. Donors notice when you use their name, acknowledge their history and point to something special they made happen within your organization, or recognize their loyal monthly support. These small details signal respect and appreciation. A thoughtful communications calendar can help ensure your outreach is timely, relevant, and consistent—benefiting both your donors and your fundraising goals.

2) TREAT EVERY DONATION as a RELATIONSHIP, NOT a TRANSACTION

From a donor’s point of view, giving isn’t just about money—it’s about connection, trust, impact and shared values. While fundraising is essential, lasting success depends on the relationships you build along the way.

Donors are more likely to give year after year when they feel known, recognized and appreciated. Every interaction—appeals included—should strengthen that relationship. Fundraising and relationship-building aren’t mutually exclusive; in fact, they work best together.

When you stop viewing donations as one-time transactions and start seeing them as the beginning (or continuation) of a deepened relationship, retention naturally improves. Strong donor relationships lead to loyalty, advocacy, and long-term support—outcomes that matter far beyond a single gift.

3) A COMPELLING EXAMPLE

Case In Point: I (Craig Clemons) was executing a $300M campaign to build Oklahoma State University’s new stadium in Stillwater, OK. Boone Pickens had given the first $20M (naturally earning the naming rights)…but we had miles to go in fundraising. Despite the OSU Foundation’s negative ‘don’t waste your time’ position, I called upon Bob Funk Sr. who had no ties to the university (other than he identified as a cowboy with Western values). Mr. Funk’s company was earning more than $3B and he was doing just fine in profitable enterprises to include a worldwide staffing company, several ranches in multiple states and the #1 black angus breeding operation in the country. I personally engaged Bob and we became close friends. Our adventures ranged from NCAA basketball trips to hunting adventureS to philanthropic giving strategies to international travel. In 2015, Bob hired me to be the Vice President of Business Development and Public Relations at Express Employment Professionals and our relationship grew even deeper as I directly reported to him, then President, Founder, and Board Chair.

All of this started with a) ignoring institutional advice; b) having the courage to call on a nationally-recognized leader; c) share how his values and the universities values were aligned; d) and conveying that he could be a difference-making contributor alongside Mr. Pickens in a once-in-a-lifetime initiative benefitting faculty, staff, students, alumni, youth and a myriad of other audiences to include Special Olympic participants. Ultimately, Bob gave 7.5M gift to the Next Level campaign: the largest gift in Oklahoma State history as a non-alumnus.

The Clemons-Associates team has a host of talented members to serve you. Heck, our team members helped design the plan, write the copy, develop the impact stories, and build the graphics for the state of Oklahoma's first successful ONE BILLION dollar campaign (kudos to visionary Burn Hargis!)

And if you are considering a major gift campaign in 2026, the Clemons-Associates team is happy to ‘talk turkey’ with you relative to your SWOT analysis, capital/endowment needs, impact stories, campaign's case for support and NEXT STEPS planning serving your mission and working with key Board, Committee Members and staff.

Pictured: Craig Clemons with his close friend; the late Philanthropist and President/Founder/Board Chairman of Express Employment Professionals, Bob Funk, Sr.

Seeking expert assistance from seasoned professionals?

Contact Craig Clemons at craig@clemons-associates.com or one of our rock star associates for more details. Clemons & Associates is on standby to help you with brand identity, strategic messaging, campaigns, digital assets and programs/projects. See more blog articles at clemons-associates.com.