CR #002: 26 to 3 - The Ratio Killing Your Fundraising Appeals

CR #002: 26 to 3 - The Ratio Killing Your Fundraising AppealsCount the "we" vs. "you" in your fundraising materials. If donors feel invisible, they walk.Episode SummaryIn this episode of Castle Roads, host E. Paul Bigham exposes the silent killer in most nonprofit communications - the ratio of "we/our" statements to "you/your" statements. Using a real mission statement with a 26-to-3 ratio, Paul walks through the KLT decision tree every donor uses, three steps to reposition your message with the donor first, and why the Wizard of Oz holds a powerful lesson for every fundraiser.Question of the DayPull out your most recent fundraising appeal or mission statement. How many "we/our" statements do you count vs. "you/your"? Drop your ratio in the comments.Key TakeawaysIf your messaging says "we" 26 times and "you" 3 times, donors already feel invisibleEvery donor runs your message through a Know, Like, Trust decision tree before givingRepositioning your message with the donor first changes everything about response ratesHappy staff photos cost you donations - shine the flashlight on the donor insteadHeart, brain, and courage are the three things every fundraiser needs to get rightTimestamped Outline00:00 - "If you ain't first, you're last" - the Ricky Bobby problem00:10 - The social media obsession connection00:41 - The first will be last - Matthew 20:1600:54 - Ricky Bobby or Jesus Christ - who's right?01:39 - Reviewing nonprofit materials at the Leadership Institute02:06 - The Ricky Bobby syndrome in fundraising02:31 - The shocking ratio: 26 "we" vs. 3 "you"03:01 - The KLT decision tree: Know, Like, Trust03:36 - Put donors first - the Jesus way04:10 - The three magic steps in donor engagement04:42 - AI convergence with traditional fundraising05:09 - The hospital photos mistake nonprofits make06:29 - Heart, brain, and courage - lessons from the Wizard of Oz07:55 - What's coming next on Castle RoadsLinks & ResourcesSubscribe to Castle Roads on YouTube: https://www.youtube.com/channel/UCyKs2ExSOqB_zpArr1rRlJA?sub_confirmation=1Connect & CTASubscribe and leave a review on Apple Podcasts so more fundraisers can find Castle Roads.Every week, Castle Roads explores how smart fundraisers put donors first and combine proven direct mail with new technology to raise more money. Subscribe so you don't miss the next issue.CreditsHost: E. Paul Bigham (c) 2026 Bigham Agency. All rights reserved.