Your Expertise May Be Hurting Your Fundraising
Many nonprofits struggle to connect with individual donors, not because their cause isn’t important, but because their message doesn’t resonate.
You care deeply about your cause. You see the need, feel the urgency, and know the difference your work makes. But your message isn’t landing with donors the way it should.
Why is it so hard to inspire action for something so important? The answer might surprise you—and it could change the way you communicate forever.
Why You Struggle to Raise Money from Individuals
You have a cause worth fighting for. You see the need, feel the urgency, and know the impact. But your message isn’t connecting with donors. Why? The curse of knowledge may be holding you back.
What is the Curse of Knowledge?
The curse of knowledge—popularized by the Heath Brothers in Made to Stick—occurs when knowing something deeply makes it hard to imagine what it’s like not to know it.
In fundraising, this means:
Assuming donors understand the problem as well as you do.
Overloading them with data and jargon
Failing to answer their key question: Why should I care?
Why the Curse of Knowledge Hurts Fundraising
Missed Connections: Donors don’t feel personally invested.
Lost Opportunities: People give when they understand the why behind the what.
Overwhelmed Audiences: Too much information leads to inaction.
How to Break the Curse
Here are four ways to make your fundraising message resonate:
Start with Empathy
Ask: What does my audience already know?
Assume they don’t understand the issue or its urgency.
‼️ Focus on their perspective, not yours. ‼️
Tell Simple Stories
Use stories to make the impact real.
Example: Instead of saying “50,000 people are hungry,” share the story of one family and how their life changed.
Simplify the Message
Stick to one core idea per communication.
Avoid jargon or overly technical explanations.
Show, Don’t Just Tell
Use visuals, clear examples, and concise language.
Example: Show how $50 provides meals for 10 people instead of listing program budgets.
One Simple Tip
Imagine explaining your mission to a neighbor who isn’t familiar with your cause. What would you say in 60 seconds to inspire them?
Why It Works
Breaking the curse of knowledge will help you raise more money.
It helps donors understand your cause, connect emotionally, and feel compelled to act. Clear, simple, and impactful communication turns passive supporters into committed givers.
