Podcast Summary: Nonprofit Nation with Julia Campbell
Episode: How to Improve Your Nonprofit’s Message with Lynn Bohart
Release Date: July 9, 2025
Host: Julia Campbell
Guest: Lynn Bohart, Author of Raise More Money Through Better Messaging and Founder of Little Dog Communications
Introduction
In this episode of Nonprofit Nation, host Julia Campbell delves into the critical topic of effective messaging for nonprofits with guest Lynn Bohart. As a seasoned nonprofit professional with over 35 years of experience, former executive, and now an accomplished author and writing consultant, Lynn brings invaluable insights into crafting persuasive narratives that resonate with donors and stakeholders. Together, they explore the nuances of nonprofit communication in a digitally saturated world, emphasizing the importance of storytelling over mere information dissemination.
Key Discussions
1. The Challenge of Short Attention Spans in the Digital Era
Timestamp [03:13]: Julia introduces the pressing issue of declining attention spans, noting that the human attention span has dwindled to just eight seconds. This presents a significant hurdle for nonprofits striving to capture and retain the interest of their audience amidst the digital noise.
Lynn's Insight [03:33]: Lynn compares today's communication landscape to a "sound bite world," evolving from the concise front pages of USA Today to the rapid exchanges on platforms like Twitter and X. She highlights that the average time spent on a webpage is merely 30 seconds, underscoring the necessity for nonprofits to create compelling and immediate hooks to prevent audiences from scrolling past their messages.
Notable Quote [03:33]:
"If we don't grab people's attention somehow, they're gonna just skip by us. They're just gonna keep going." — Lynn Bohart
2. Transitioning from Nonprofit Leadership to Messaging Expertise
Timestamp [05:04]: Julia inquires about Lynn's career pivot from leading nonprofit organizations to focusing on writing and messaging. Lynn shares her journey, revealing that retirement in 2018 motivated her to leverage her extensive nonprofit experience into helping organizations enhance their communication strategies.
Lynn's Story [05:14]: Balancing her passion for writing—she has 11 mystery novels on Amazon—with her desire to remain connected to the nonprofit sector, Lynn began offering freelance writing services. She observed that many grassroots nonprofits struggled with effective messaging due to limited resources, inspiring her to establish Little Dog Communications to address this gap.
Notable Quote [05:14]:
"So, I thought, you know, why not put my nonprofit experience to use?" — Lynn Bohart
3. Filling the Gap in Fundraising Literature
Timestamp [07:18]: Julia notes that Lynn's book, Raise More Money Through Better Messaging, stands out in the crowded field of fundraising literature by focusing specifically on the power of messaging rather than general fundraising tactics.
Lynn's Analysis [07:18]: She observes that while many books cover topics like event fundraising or major gifts, there's a scarcity of resources dedicated to the art of connecting with donors through compelling narratives. Lynn criticizes the common mistake of presenting information overload, which leads to donor disengagement.
Notable Quote [07:18]:
"When you just put information out, what you're doing is talking at people. It's like sitting in on your college lecture where the professor's just lecturing at you." — Lynn Bohart
4. The Power of Storytelling Over Information Dumping
Timestamp [10:50]: The conversation shifts to the importance of storytelling in nonprofit messaging. Lynn emphasizes that donors connect more deeply with emotionally charged stories rather than dry statistics and factual reports.
Lynn's Example [14:13]: She recounts a poignant moment at a fundraising luncheon for Children’s Institute of Learning Differences, where a parent shared a heartfelt story about her son being invited to his first birthday party. This narrative evoked strong emotional responses from the audience, demonstrating the effectiveness of personal stories in fostering donor engagement.
Notable Quote [14:13]:
"I call that the secret sauce. If you can find out, you can really kind of ratchet down the organization that you run and say, what's our common ground emotion that would resonate with a whole bunch of other people." — Lynn Bohart
5. Techniques for Enhancing Messaging
Timestamp [22:58]: Lynn introduces the concept of a "hook"—an opening line or paragraph designed to immediately capture attention. She suggests using unexpected elements, such as surprising statistics or provocative questions, to engage readers from the outset.
Example from the Book [23:17]:
"Did you know that 400,000 foster kids in our state age out and end up on their own with no place to live?"
This question compels the reader to continue exploring the issue, effectively drawing them into the narrative.
Notable Quote [25:40]:
"Start talking about your core message and why you exist rather than just what you do. Nobody cares about what you do and how you do it." — Lynn Bohart
6. Avoiding Jargon and Industry Speak
Timestamp [26:25]: Julia and Lynn discuss the pitfalls of using industry-specific jargon that alienates potential donors who are not familiar with the terminology. Lynn emphasizes the importance of empathetic communication that is accessible to a broader audience.
Lynn's Illustration [29:49]: She shares an anecdote about a science fiction writer whose use of specialized language confused non-genre readers, paralleling how nonprofits can unintentionally alienate donors by using overly technical language.
Notable Quote [27:40]:
"If you talk in such a way that just turns them off that they don't get it, you're not going to draw new people in." — Lynn Bohart
7. Utilizing Companion Workbooks and Resources
Timestamp [31:05]: Lynn introduces her companion workbook available alongside her book, designed to provide practical exercises and examples to help nonprofits implement better messaging strategies.
Lynn's Offer [31:05]: By purchasing and reviewing her book on Amazon, listeners can access the free companion workbook, which includes messaging maps and templates to facilitate hands-on practice.
Notable Quote [34:10]:
"Focus on the why. Create your organization to provide transitional housing to get people off the street, to give them a second chance at being safe and secure and living a normal life. That's your why." — Lynn Bohart
Concluding Insights
The episode underscores that effective nonprofit messaging transcends mere information sharing; it hinges on emotional connection and storytelling. By focusing on the "why" behind their mission, leveraging hooks, and avoiding jargon, nonprofits can significantly enhance their fundraising efforts and build stronger relationships with their supporters. Lynn Bohart's expertise offers actionable strategies for organizations to refine their communication, ensuring their messages not only reach but also resonate with their intended audiences.
Resources and Further Information
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Book: Raise More Money Through Better Messaging by Lynn Bohart
Available on Amazon -
Companion Workbook: Available with purchase and upon submitting an honest review of the book.
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Websites:
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Connect with Julia Campbell:
- Instagram: @JuliaCampbell77
Final Thoughts
Julia Campbell and Lynn Bohart conclude the episode by reiterating the importance of intentional and empathetic communication in the nonprofit sector. They encourage listeners to utilize the resources provided, adopt the discussed techniques, and continuously strive to connect with their audiences on a deeper emotional level. By doing so, nonprofits can not only enhance their fundraising outcomes but also foster a more engaged and supportive community around their causes.