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Small changes in how we communicate can make a big difference to how supporters feel.
This practical positivity checklist helps you review and improve your donor communications — from emails and letters to calls and social media replies. It’s designed to help you sound more human, more appreciative, and more connected in every interaction.
Grounded in research and real fundraising experience, it shows how warm, affirming communication can strengthen relationships, build trust, and improve supporter retention over time.
Inside, you’ll find six simple checks to apply to any message, along with before-and-after examples to guide your thinking. There’s also a quick team exercise to help you put it into practice straight away.
Whether you’re part of a fundraising, supporter care, or communications team, this guide will help you turn everyday interactions into meaningful moments that build lasting support.
Improve donor retention through more positive communication
Build stronger supporter relationships and trust
Make your messaging feel more human and engaging
Apply simple, practical checks to any communication
Support consistent tone across your organisation
Small changes in how we communicate can make a big difference to how supporters feel.
This practical positivity checklist helps you review and improve your donor communications — from emails and letters to calls and social media replies. It’s designed to help you sound more human, more appreciative, and more connected in every interaction.
Grounded in research and real fundraising experience, it shows how warm, affirming communication can strengthen relationships, build trust, and improve supporter retention over time.
Inside, you’ll find six simple checks to apply to any message, along with before-and-after examples to guide your thinking. There’s also a quick team exercise to help you put it into practice straight away.
Whether you’re part of a fundraising, supporter care, or communications team, this guide will help you turn everyday interactions into meaningful moments that build lasting support.
Improve donor retention through more positive communication
Build stronger supporter relationships and trust
Make your messaging feel more human and engaging
Apply simple, practical checks to any communication
Support consistent tone across your organisation