We all agree “one size fits all” messaging doesn’t work. Here are five ways to make sure your messaging matches donor dynamics in the three giving levels common to most programs – lower-dollar, midlevel and major donors.

Donor Time Frames: Of course, nobody objects to having an immediate impact. But lower-dollar donors tend to live there. They ask, “what’s next?” and, if it’s compelling enough, they’ll jump in. You might not be connecting unless you’re offering opportunities to immediately intervene and help shape events.

Major and midlevel donors ask a different question: “What’s the strategy?” They care about urgent, pressing issues, but resist knee-jerk responses. To reach them, we need to offer the chance to invest in a well-thought-out plan.

Philanthropic Strategies: All donors may give to multiple groups. But lower-dollar ones tend to “spread their money around” pretty evenly. To win the constant fight for “market share,” you have to really work to grab their attention. Higher-end audiences tend to zero in on one or two high priorities. It’s not so much about gaining their attention. They’re listening. Your challenge is to say something worthy of the attention they are giving you.

Role of Emotion: It’s a cardinal rule. Lead with emotion and back it up with facts. But the right balance between emotional and logical argument varies by group. It’s easier to make an impulsive $25 gift than it is a $25,000 one. So, yes, always lead with emotion. But the more substantial the gift, the more you need to support the emotional decision with logical argument.

Path to Impact: Lower dollar donors are realistic about their individual influence. They believe in the collective impact of large numbers of people making modest gifts. Leaning into that kind of impact works. But overstate the direct value of their individual gift and it may come across as patronizing and insincere.

However, major donors believe in the game-changing impact of their personal investment. They will almost certainly feel disrespected if you understate the value of their personal decision.

Midlevel donors know they lack major donors’ outsized impact, but rate their giving as more significant than a “typical” donor. Best approach: Appreciate their special role. But go overboard and they won’t believe you.

Ego Involvement: All donors give to express their personal identity – who they are and what they believe. But that plays out across audiences in very different ways.

Our conversations with major donors’ must reflect their belief  in their personal ability to shape events (and the accompanying assumption that their extraordinary level of their support warrants exceptional personal attention.) With midlevel donors, it’s more about the ability of the special group of supporters they belong to having outsized impact. Less personal, but no less important to lean into.

Lower dollar donors tend to be pretty selfless in their giving. They, of course, like to be thanked and appreciated for their support. But they don’t bring unreasonable expectations of recognition to the table.

The Bottom Line: The more you are alert to these differences across giving levels, the more likely you are to make a strong connection.

Frank O’Brien publishes the O’Brien On Message memo, a weekly guide to more persuasive nonprofit messaging. He can be reached at fobdirect@gmail.com and his website is obrienonmessage.com.