Ask William These 4 Questions. Watch donations increase. (2/2)

Mondays are rough. Your time is scarce.

That’s why I created the Monday Motivational Minute.

Each week, I’ll send you one high-impact, actionable idea to help you leverage AI and save time. The catch? It will always be a 1-minute read or less.

If it adds value, great. If not, the unsubscribe button is right there, but I’m betting you’ll want to stay. (Challenge Accepted ☺️)

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Haaaappy Tuesday Eve,

LAST WEEK YOU CREATED WILLIAM FENCE, your perfect donor AI profile. This week? Time to put him to WORK!

Remember Michelle Miller, who's you, but also my AI boss ( If you're lost please read the last post).

I'm super excited because William Fence will do the exact same thing for your fundraising materials, but only if you know how to ask the right questions. 

Imagine this dream outcome: Instead of crossing your fingers hopeless, and hitting "send" on that fundraising newsletter to your subscribers, you run it by William first. He tells you it feels "too corporate and guilt-trippy" and rates it 4/10 in value. You adjust, test again, he gives it 9.5/10. You send with confidence and watch donations roll in. 

Fun fact: 86% of nonprofit communications fail because we're writing what WE think sounds good instead of what actually resonates with donors. William magically removes that guesswork. 

Actionable Task: Alright, game time! Leverage William Fence Like a Pro 

Open your William Fence Project/Gem and use these exact questions for everything you create: 

The Questions to Ask William: 

1. The Feelings Check:
"I'm going to share [newsletter/social post/event invitation] with you. How does this make you FEEL? Be brutally honest." 

Why this works: Donors give with emotion, not logic. If William doesn't feel moved, inspired, or excited, your real donors won't either. 

2. The Value Rating:
"Rate the value of this content to YOU personally, out of 10." 

Only publish content that scores 8/10 or above, and always always always, edit anything you publish with your voice, You are the magic that makes the content human. 

3. The Pain Point Probe:
"What are your biggest pain points in life right now?

Why this works: If you write content that fixes or adds value to their pain points, this generates reciprocity, the psychological principle that when you add value, they feel compelled to support you. William will reveal connections you've never considered.
For example, Michelle, your avatar, told me that you wake up every single morning questioning if your truly adding value or just another piece in this broken system called nonprofit. 😞 (You are making a difference!) 

4. The Unspoken Truth:
"What are you really thinking about [this appeal/event/newsletter] but NOT saying out loud? What makes you hesitate to donate or engage?" 

Why this works: This is GOLD. William will expose the objections, doubts, and turnoffs that real donors think but never articulate. Fix these hidden issues and watch engagement soar. 

Remember: AI's greatest gift isn't speed, it's sight. It lets you see through the eyes of donors, board members, or communities you serve, revealing motivations and needs that were always there but invisible to you. 

I typically try to keep these emails a minute so here's where I'd end, but if you want examples and want more, please enjoy these examples below.
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 Real Examples to Try Right Now: 

Test Your Next Fundraising Email:
"William, I'm sending this fundraising email to donors like you. How does it make you feel? Rate its value to you out of 10. What are you really thinking but not saying about this ask?" 

Design Your Perfect Event:
"William, help me come up with an innovative fundraising event that would provide a 10/10  excitement for you enough to attend AND bring friends? What pain points in your life could this event address? Be specific about format, timing, and experience." 

Audit Your Monthly Newsletter:
"William, read this newsletter draft. How does it make you feel? Rate the value to you out of 10. What would make you forward this to a friend?" 

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The Golden Rule: Don't Take ALL the Advice 

William will suggest improvements, sometimes many. Here's the secret: You're still the expert on your organization. Take advice that makes sense to YOUR mission and authentic voice. Ignore suggestions that feel too salesy, too roboty corporate, or just "off." 

If William rates something 8/10 and suggests changes you disagree with? That 8/10 is good enough. Ship it. Trust your intuition. 

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Pro Move: Create Multiple Donor Profiles 

Once you've mastered William Fence (your major donor), create:
- "Sarah Small" - your $25-$100 donor
- "Corporate Carl" - your business sponsor
- "Foundation Fiona" - your grant officer 

Run different content by different profiles for maximum impact. 

If you made it this far, I'll let you in on an inside Joke, William Fence is just a play on Billionaire Philanthropist Bill Gates 😉. Did you get it?

P.S. Know another NPO leader holding it all together with grit and grace? If you find value in this, pay it forward. Forward this their way. We’re not meant to lead alone, and together, we go farther.

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Regis Arzu (he/him/his)
[email protected]
ETS AI Consulting | CEO
347.748.5078