A recent study concluded that elected officials need to change their nomenclature to doing something with their constituents, not for their constituents. That’s excellent advice for the fundraiser, as well.

The reality of fundraising in 2017 is that brand loyalty when it comes to charities is a thing of the past for many donors. They have identified a problem they want to solve and they are looking for the best partner to get that problem solved. Yes, that’s oversimplifying, but the reality is, the younger the donor is, the less likely he or she is to care about your history or your corporate structure.

Instead, your donor wants to see results – and those results need to be reported in a way that the donor can easily consume them. Stories, short videos, infographics – those may not be sufficient for everyone, but for a core of donors, they effectively communicate “just the facts” that the donor wants to know.

So what are you doing with your donor today? Are you telling them about it in your emails, letters, newsletters, blog, social media content and face-to-face? Or is your focus still on what you are doing (active) because they gave (passive)?

In 1984, Ford Motor Company used the slogan in its advertising, “Have you driven a Ford lately?” While the work nonprofits do is more important than selling cars, that’s a concept well worth considering. Has your donor helped a homeless person lately or helped a child learn to read? Yes, they have, by virtue of the fact that they provided the funding so you could execute on your mission on their behalf.

So commit to making sure the message that your donor hears is that they are doing great things with you, not through you because of their gift. According to an article published by Guidestar, effective messaging shows impact, differentiates your organization, represents the entire organization and is compelling.

Do you want your donors to engage with your organization as well as with the general cause? Start by showing them what they will do with you when they give, celebrate what makes your organization unique, and captivate them with the stories you share of how together you are making a difference in the world. Yes, that’s almost a cliché in the business of fundraising, but it’s what our donors are still hoping is possible. So let’s be sure we never neglect showing them how they are doing just that.