When you say my donors or our donors you sometimes you accidentally slip into a dangerous delusion: That they really are yours.
Fact is, you share your donors with a number of other charities, an important point made at the Kirk Marketing bog: This donor is MY donor.
The downside of the My Donors Delusion is that your donors will respond to anything you do. That might be true if they really were giving only to you. But they aren't, and you need to stand out from the crowd of organizations they like:
... you need find out what your donors want and show them how you fit in that picture. How can you enrich their lives? It's not about you, it's about them. Your best donors are those who are also other charities' best donors.
Make your messaging about your donors -- that's how you stand out and succeed.