Pitch Perfect: How to Craft a Fundraising Message That Resonates

Over the years, I’ve seen how a strong pitch can unlock transformational giving—and how a weak one, even with the best intentions, can fall flat.

I remember advising a small foundation as they prepared to approach a potential donor. The team had poured weeks into a 20-slide deck full of data, timelines, and technical details. But there was one problem: they forgot to answer the simplest, most important question—why.

The donor walked away unclear about the mission and unconvinced of the urgency. Since then, I’ve made it a personal rule: if your fundraising message doesn’t move someone emotionally and make sense logically, it’s not ready.

Here’s how I help nonprofits (and sometimes even donors themselves) structure a pitch that actually lands.

1. Start with the “Why,” Not the “What”

Donors aren’t buying a service. They’re buying into a vision.

Instead of: “We were founded in 2006 and operate 15 programs…” Say: “We believe no child should fall behind just because they live in the wrong ZIP code. That’s why we…”

Lead with the problem you’re solving—and the change you’re making.

2. Speak in Clear, Human Language

Avoid buzzwords and sector jargon. If you wouldn’t say it in a casual conversation, don’t include it in your pitch.

Say: “We help low-income students graduate on time.”Not: “We improve educational attainment outcomes in underserved demographics.”

Simple language builds trust—and clarity builds confidence.

3. Answer These Five Questions

Every compelling pitch covers these bases:

1. What’s the problem?

2. Why is it urgent to solve it now?

3. Why is your organization uniquely positioned to lead the solution?

4. Why should the donor care?

5. What will their support achieve?

If you don’t cover at least these five, the donor will walk away with questions—and uncertainty.

4. Have Materials That Match the Message

I often encourage nonprofits to prepare a concise one-pager—something visual, story-driven, and easy to forward.

• Include your mission.

• A short problem statement.

• Key programs.

• A clear “ask” (what kind of support you’re seeking).

• Contact information.

  
  

  Tip: Think of it as your “leave-behind” after a coffee chat—not your full business plan.

5. Show Urgency Without Pressure

Donors don’t want to feel cornered. But they do want to feel that their gift will make an immediate difference.

Example: “We’re $50,000 away from launching this program by September. Your support could help us get across the finish line.”

Urgency works when it’s tied to impact, not pressure.

6. Let Others Help Tell the Story

Sometimes, the messenger matters as much as the message.

• A passionate board member.

• A grateful beneficiary.

• A peer donor.

Third-party validation builds credibility. If you can, bring a voice that adds authenticity and emotional weight.

Final Thought:

A great pitch doesn’t feel like a pitch. It feels like a conversation about something that matters. Don’t focus on being persuasive—focus on being clear, honest, and emotionally compelling.

When the pitch is right, donors don’t just say yes. They say, “How can I help more?”

Next up: “Planning to Succeed: How to Build a Fundraising Strategy That’s Realistic and Resilient”