A couple of years ago, a well-known and well-loved nonprofit organization contacted our team with a bit of a problem. The organization had been sustained by a loyal following of recurring donors, but their leadership had noticed a concerning trail off in contributions. They had lost some of their most important donors and they needed to figure out why. 

This week’s essay comes from the Finding The Words column, a series published every Wednesday that delivers a dose of communication insights direct to your inbox. If you like what you read, we hope you’ll subscribe to ensure you receive this each week.