Smart Fundraising, Careful Language: Winning Year-End Strategies for 2025

In today’s polarized climate, the words we choose can make—or break—our fundraising campaigns. As giving season ramps up, nonprofit newsrooms face a critical challenge: how to raise funds authentically without compromising their mission or alienating supporters.

That question took center stage in The Pivot Fund’s recent webinar, Smart Fundraising, Careful Language: Winning Year-End Strategies for 2025, moderated by Margaret Coker, co-founder and editor-in-chief of The Current GA, a newsroom focused on coastal Georgia. 

Panelists included Sarah Westlake, an immigrant and LGBTQ+ communications strategist with the Department of Nonprofit Efficiency, which helps nonprofits, foundations, and funder networks navigate politically hostile environments through a blend of legal expertise, narrative strategy, and mission-centered communications; Donna Ladd, founder and editor of the Mississippi Free Press, whose work amplifies rural voices and the Choctaw Nation; and Kay Dervishi, development manager at Documented, an outlet covering immigrant communities. 

Together, they shared strategies for crafting inclusive, trust-building messages that connect—and convert.

Authenticity Builds Credibility

Westlake urged organizations to keep fundraising language as genuine as their reporting. “Local newsrooms are credibility institutions—every campaign should sound like your stories,” she said. Drop jargon like “our DEI commitment,” she advised, and instead use everyday language: “We’re building a newsroom that reflects our region.”

Quarterly impact reports are another powerful tool. Rather than constant hard asks, Westlake recommends “soft calls to action”—updates, gratitude, and stories that keep donors connected and ready to give.

Show, Don’t Tell

At Mississippi Free Press, authenticity isn’t just a message—it’s a practice. What began as a two-person operation has grown to an 18-member team with nearly $1.5 million in annual revenue, powered by trust and inclusion. “Inclusion is at the core of what we do—centering people and helping them understand each other’s realities,” said Ladd.

Every donor, no matter their gift size, gets appreciation and updates. By using real language and avoiding clichés, MFP’s fundraising mirrors its reporting—clear, credible, and community-centered.

Gratitude Over Guilt

To win back lapsed donors, Westlake recommends leading with thanks, not pressure. “Share an update, not a plea,” she said. Offer easy re-entry points—like attending a small gathering or reading an impact story—to help donors feel valued and seen.

Know Your Audience

For Documented, understanding its multilingual, multicultural audience is key. “We look at habits, interests, and values to inform our messaging,” said Dervishi. Campaigns focus on English-speaking donors but are rooted in the same values that guide reporting: context, service, and trust.

Takeaways for Newsrooms

• Speak your own language: Use the same tone as your reporting—ditch jargon and boilerplate.
• Lead with gratitude: Thank donors and share updates before asking again.
• Center your mission: Show how your journalism serves your community.
• Segment thoughtfully: Tailor outreach to loyal, lapsed, and new supporters.
• Build trust consistently: Transparency and positive storytelling drive giving.
  

At its heart, fundraising is storytelling. When done authentically, it strengthens your journalism, deepens trust, and keeps your newsroom serving the communities who need it most.