14 | 3 Things Confusing Your Donors (and How to Fix Them)

Have you ever shared about your ministry and gotten that polite smile… but deep down you knew they didn’t really get it? Maybe their eyes glazed over, or they nodded along, but you could tell your words weren’t landing. It’s frustrating, right? You know your ministry matters. You’ve seen God move. But somehow donors aren’t connecting.

In this episode, I’m breaking down three sneaky things that might be confusing your donors. These are super common, and I see them all the time when I work with ministry leaders. The good news? Once you spot them, you can start shifting your communication so donors actually understand what you do—and feel excited to be part of it.

Here’s what we’ll cover:

• Why even your best updates might not be sticking
• The reason donors don’t always see where they fit (and how to change that)
• How to make it crystal clear what their next step should be

If you’ve been trying “all the things” and still feel like donors aren’t listening, this episode will give you clarity and direction so you can stop spinning your wheels and start seeing fruit.

👉 Ready to dig deeper? I’d love to walk you through this in my 1:1 coaching. You can check out all the details at irisstorytelling.com/workshop.

And hey—if this podcast has been helpful for you, it would mean the world if you’d pause for five seconds and leave a ⭐⭐⭐⭐⭐ review on Apple or Spotify. That little act helps other women ministry leaders find this podcast and get the encouragement they need too.

Similar Episodes: 

05 | 7 Steps to Engage Your Donor: The Story Framework

01 | Why Don't Donors Care Like I Do? How to Increase Donor Engagement

Ready to clarify your ministry’s message and engage donors? Schedule a free call: https://irisstorytelling.com/getstarted

👉 Grab your free Ministry Newsletter Guide to easily write those updates that your donors want to read: https://irisstorytelling.com/guide

Connect w/ me:
lisa@irisstorytelling.com
https://irisstorytelling.com

Transcript

1:00:00

why your donors are not listening or it seems like they just don't get it. You talk to them and you think you're communicating well, but their eyes kind of glaze over or they're maybe just being polite and giving you that polite smile, but you know it's not really landing. And it's so frustrating. Like, you know that your ministry is important and you've seen the stories that God has been doing in people's lives and you know that these people that you minister to matter so much and you know that the problem that you, that your ministry is helping solve is a big issue and it's important. reality is that maybe there are just things in the way that you are communicating that are not landing or there may be gaps and people are not quite getting it and you're not sure why. Why aren't they getting it? I don't know what else to do. I've tried all the things and I've been on all the platforms and I just don't know what else to do. So we're gonna talk about three things that may be confusing your donors.(Upbeat Music) So glad you're joining me today and whatever you're doing, whether you are doing laundry or you're picking up your kids or you're going on an errand or you're in the car or you're traveling, whatever it is that you're doing, today. So let's pray real quick. Thank you. Thank you, Jesus, for this woman, for this woman, this ministry leader that is listening and just wanting to hear from you. She wants to grow, she wants to. She wants to be a good steward and she wants to get unstuck in the way that she communicates what her ministry does. She wants to be able to really engage donors and engage donors that have a passion for the ministry like she does. And you have that, you want that for her too. And you know that her ministry is important and you care just a month, you care more about her ministry and more about the people that she ministers to than she does and it's on your heart. And I thank you that you have a better way and you have freedom for her. I pray that you would speak through me and you have a better way. That you would speak through me and whatever you want me to share, that you will do it, Holy Spirit go before me and lead every single word in Jesus name, amen. Cool, let's go. Real quick before we get into the podcast, if you've been listening even to one or two episodes and you have enjoyed them, please, it would bless me so much to just take five seconds and leave me a five star review on Apple or on Spotify, wherever you're at. That would help so much to reach other ministry leaders like you that are also feeling stuck and that also need some help and some steps. And so just five seconds, truly. On Spotify, I don't think they even let you write anything. So it really takes like two seconds. So just take two seconds, leave me a five star review. That would help so much and bless me so much, thank you. And the second thing is, if you don't know, I offer one-on-one coaching for ministry leaders who are really just needing help clarifying how they communicate their ministry so that they will have donor growth and donor engagement. And so if you feel like that, if you feel stuck and you don't know how to articulate your ministry in a way that donors actually get, they understand and they want to help, then this is for you. Because we go through four weeks of in-depth coaching one-on-one and I'm gonna help you step by step, clarify who your ideal donor is so you're not trying to convince everyone that will listen, but you're really targeting one specific type of person. And then we're gonna go through building your ministry brand story, plot point by plot point. So this is story driven. Using the power that story has inherently and applying it so that your ministry story is going to go through this framework and have characters and plot points and be very intentional. Once you have that brand story, that is the story that you will filter everything through. Anytime you do any sort of communication, whether it be on website or email or presentation or one-on-one, any type of communication that you are talking to your donor, you're going to use your brand story and apply it to all of those things. It's gonna be consistent, it's gonna be so simplified that you don't have to continuously burn out and it's going to be effective. It's going to engage donors in a way where they're like, oh, I feel needed and valued and I really wanna make an impact with this specific ministry and what they are doing. So, and after that, I'm going to show you how to apply it to all of your communication. So you have your story and then you can easily apply it to all of your communication and everything will be simplified for years and years and years until everything changes, until your ministry is completely new. learn more, go to irrestorytelling.com slash workshop and I will give you all the details there about what it includes, how long it is, the cost, payment plans, everything that you wanna know. And if you have any other questions, reach out on the website as well. So let's get into it. today I wanna talk to you about three things that may be confusing your donors. This might give you some clarity on like, why your donors are not listening or it seems like they just don't get it. You talk to them and you think you're communicating well, but their eyes kind of glaze over or they're maybe just being polite and giving you that polite smile, but you know it's not really landing. And it's so frustrating. Like, you know that your ministry is important and you've seen the stories that God has been doing in people's lives and you know that these people that you minister to matter so much and you know that the problem that you, that your ministry is helping solve is a big issue and it's important. But the reality is that maybe there are just things in the way that you are communicating that are not landing or there may be gaps and people are not quite getting it and you're not sure why. Why aren't they getting it? I don't know what else to do. I've tried all the things and I've been on all the platforms and I just don't know what else to do. So we're gonna talk about three things that may be confusing your donors. Number one, the first thing that may be confusing your donors is they don't know the problem that you solve and for who. So, you know, whether it's on your website or they've seen you on a social media platform or you're doing a presentation at church, if you talk about all the things that, you know, kind of in general what you're doing or, you know, the location that you're ministering in or the type of people or, you know, you're maybe kind of listing off the things that you do but it's still not clear what is the main problem that you solve and for who. These are all in, this is one thing but these two pieces are so important. I mean, it's the basis of your ministry, right? It makes everything clear and targeted. What problem? Why did your ministry come to be? What was the main issue and who? What type of person are you helping? Okay, so let's say that your ministry is working with trafficking, you know, sex trafficking. Wow, that's a huge topic. You can't just say we do sex trafficking. That's like humongous topic and so expansive that could be a million things. You know, there are ministries that just do awareness in the States. You know, there are ministries that are more action oriented. There are ministries that they just wanna do the political side of things and change, you know, things in the government and how things are run but not everywhere, just in the States. So it really is very expansive but you have to be very specific on what problem you solve and for who. Not for everyone in the world. There's gonna be a specific who, let me just use examples off the top of my head. Right? That are, maybe it's your ministry. If you're listening, it could be yours. Let's say that the problem that you solve, okay, let's say that your ministry is really to solve the problem that a lot of women, a lot of women believers are not sharing their faith in the States, okay? You wanna be as specific as you can. So your problem that you solve is like, we are trying to really encourage and equip and inspire women of faith to share their faith. Okay, so that faith twice. Women believers to share their faith. So we want to equip them, inspire them and challenge them to share their faith, okay? That's the problem that you solve. It's because they're not sharing their faith and you have to be specific for who, stop right now and think, what is the problem that you solve and for who? And I don't want a super duper long list. I don't want, well, we do this and this and this and this. If you're a bigger ministry, yeah, you might have a lot of branches. What is one main thing or the main thing, the main problem that you solve and for who? Can't be everyone, okay? If you can't do that quickly, challenge you to take some time to really think through this. Because if your donor doesn't know what problem you solve and for who, then it feels like they can't really hold on to anything. They can't make sense of why your ministry is even there. They can't make sense of, you know, what point do I have in this if I don't even know the problem that you solve? And for who? Yeah, it sounds like you do a lot of great things, but it doesn't sound like you have a need. if it doesn't sound like you have a need and you're not communicating what that need is, clearly, how do you expect your donors to like give you money for something they don't even understand? Or give you money for, it seems like you're doing great. You're doing great work, why do you need me? So important, the problem you solve, they need to understand very clearly and very quickly the problem that you solve and for who.(Upbeat Music) or maybe confused at how they fit into the story. So you're talking about your ministry, maybe you're doing great and you're talking about the problem that you solve and for who and all the work that you're doing and the stories of God working through people. But they're like, "I don't understand what this has to do with me." And you're like, "I don't understand what this has to do with me." I don't understand as a donor how I fit into the story. It doesn't sound like I have a role to play in this. They don't understand how they fit into the story then why would they be challenged to give? Why would they be challenged to start supporting you, start following you, start being loyal and praying over your ministry if they feel like this isn't about me? the last episode, I talked about this, about making sure that you clarify your ideal donor and you're talking to them in a way where they're like, "Oh, I'm valued, I am needed." Are you talking to them like that? Or are you talking to them sheepishly asking at the very end, "Will you give?" Without any confidence. The reason why it feels like that and you sheepishly ask at the end is because you aren't seeing them as true partners in the ministry. You're seeing them as outsiders who are just gonna help you keep doing the ministry. They're just there to foot the bill, is that the saying? I'm really bad with sayings. But they're there to just give you a check, to pay for you to keep doing what you're doing. Are you seeing them that way? Because they can tell, right? Donors are people like you and me and they have sensitive hearts just like you. And if they don't, if you're talking to them in a way where it's like, look, this is what we do and this and us and our ministry and will you give? Well, what does that have to do with them, right? How do they fit in the story in any sort of important way? Donors do give in those circumstances because I'll tell you, many, many ministries have this type of perspective and the way that they're communicating feels like this. But donors get burnt out so fast when they don't feel like they are really a part of the ministry. I'm not saying you have to like bring them on staff and take them on trips. I'm just saying, communicate in a way that they are part of the story and without them, nothing could happen. Without them, God cannot do his work through the people. They are valuable. So think about the way that you're wording, the way that you're talking to donors. Is it very me-focused? Our ministry and us and this and that? Or are you inviting them in and sharing with them you? You, because of you, you are doing this. You are helping these trafficked women find freedom and restoration in Jesus Christ. You are helping equip the church around Europe with tools to evangelize. You are doing this, talking to the donor. So think about that. What is your communication saying? Think about, okay, exercise. Put yourself in the shoes of your donor and look at the content that you have put out there. The communication, the emails, the donor appeals, posts, whatever it is, your website. Try to put yourself in the shoes of a donor and read that. How does it come off? Does it make you as a donor feel like part of, like you have a role to play? Or is it all about your ministry and everything about you? I'm not trying to throw shade. I'm just trying to get you to think differently. Number three, the third thing that your donors may be confused about is the simple plan they should follow. Okay, so let's say that you're very clear on the problem that you solve and for who. And you use great language and you are showing your donor that they are valuable. They are part of the team. They have a role to play. They are needed. And they're like, okay, yes, let's do it. What's next? Do they have a simple plan that you have laid out? If it's very vague and open, that's gonna be hard because people need simplicity. You know, you might have those really good donors and they'll work for it to give to you. For the most part, people want something easy and simple. So if your main goal is, you know, like donate, donate, are you saying donate any amount without any sort of guide? That's harder because now they have to decide what is an amount that they can do? What is an amount that isn't too little? What's an amount that isn't too much? What's an amount that like will actually make a difference? That's too many questions in their mind. And they just are like, I can't even make this decision. But if you make it simple for them and say, you can become a monthly partner for$30 a month or you can do a one-time gift of $100. Now they have two choices and it's not like a million thoughts in their head. Oh, okay, yeah, I could do a hundred bucks. Or you can even delete, cut that option altogether and make it super clear, 30 bucks a month. Okay, you know, if they can do it. It's such a much easier decision to say yes when there's no like doubt and options and I don't know. Just give them, give them up. Just say it, just give me this, you know. Truly it's gonna be so much easier. And if you do options, you know, say at least show them like this much a month will do this. This is the impact that attaches to this amount or this is the impact that will attach to this amount. But don't give too many options. They need a simple plan, okay. Another part of that simple plan, like let's say it's on your website. Is it super simple, like clicking one button and then choosing an amount and putting their card in? Or are you making it too hard? Do you even have a donate button or call to action? Is there a way for them to donate to you easily? Or did you feel like, oh, that feels too boastful, too prideful, I just can't have it on there. They just have to reach out. So you're gonna make it really hard for them to give to you by not even giving them an option that's easily accessible. They have to email you and then somehow have, you know, this back and forth to actually give to you. I mean, whoa.(Laughs) They need a simple plan. They just need, you know, this bridge and your hand walking them across the bridge. That's how simple it needs to be. This is the plan. This is the plan to become a part of our support. Hey, maybe your plan is bigger than that. Maybe it's more than just donating. Maybe it's also kind of becoming a part of this, I don't know, cohort or like prayer group or something exclusive. But the plan has has to be simple. It has to be clear and easy because you may have convinced them, right, by talking about the problem that you solve and how they fit into the story. But if that plan is not simple to get to the other side, they're not crossing. You've lost them. So think about that. Think about even the practical things. Think about your website. Think about the steps that they have to take to partner with you. Is it easy? Is it like two steps, three steps? Five steps, how many steps? Is it easily seen on your website? If this is the main way or even on your emails, like do you have a link on your email to donate to you if you're emailing potential donors? Something to think about. On your website, if that's the main way to get donations, do you have that call to action button easily accessible all throughout your page? I'm not just talking about one button at the very end of the page when you scroll down all the way down. I'm talking about buttons that are easily seen with where they can't swipe up too much without seeing that call to action button. That's how easy it has to be.(Laughs) If you put one button, this is how terrible we've become as a society, okay? If you have one button and your website's long and they're scrolling on their phone, if they scroll too far away from that give button, it makes me laugh because I don't, we're just so lazy, I don't understand. But it's too hard, quote unquote, too hard for people to scroll all the way up to wherever you had that one button or that one link. You have to have it everywhere. Make it so easy for people that they have no excuse to not partner with you or to not follow through when they said they would.(Laughs) All right. So let's review the three things that may be confusing your donors. Number one, they don't know the problem you solve and for who. Number two, they don't know how they fit into the story. And number three, they don't understand the simple plan they should follow to partner with you. I hope these things have given you a lot to think about, a lot to look at on your own messaging and your communication and just start fixing things. Start where you can. And really try to adjust these things so that donors can stop being confused and start being so clear and convicted and just invited in into what God's doing through your ministry. And yeah, I pray that you'll do that. If you do have any questions, seriously, email me at lisa at irisstorytelling.com. I'd love to clarify that for you. And if you are ready, you say, I just wanna jump in and do all the work and do the thing and just have everything simplified for my communication, then go to irisstorytelling.com slash workshop. And it would be an honor to work with you, help your ministry really get clear and really start growing your support and your donor engagement. So until next time, work on those things. pray that you have a wonderful day and week.