July 2026: Q&A with Josh Spector

Jul 10

I hope a little relaxation has carried through your week from the holiday weekend!

This is one of my busiest times of the year. We’re preparing for Round 2 of Done by December, and I’ve already started year-end planning with multiple clients. Meanwhile, Amanda Speer and I just finished running the Text For Good workshop series, which is now available on demand!

I had another topic in mind for this month's newsletter until one of my favorite content strategists offered to answer my burning questions. 😮

I’ve been following Josh Spector's For the Interested newsletter for years. He sends a short email every workday. They’re thought-provoking, actionable, and industry-agnostic.

A couple of weeks ago, Josh sent an email specifically about nonprofits. I was thrilled! I replied with four questions I often grapple with, and his responses were as refreshing as an iced tea in July.

Here's the Q&A with Josh:

Me: There's a popular rule of thumb in the nonprofit sector: 80% of your content shouldn't ask for money. Instead, it should share stories, show impact, and provide value. But the ultimate goal is fundraising. What's your take on striking that balance between "delivering" and "asking"?

Josh: I hear this all the time and think the entire premise is flawed because it's a false choice.

The question comes from a (false) assumption that if you ask for money you can't deliver value and if you deliver value you can't ask for money.

I don't think those are mutually exclusive.

I believe 100% of your content should deliver value - even (and especially) when you're asking for money.

There's no reason you can't incorporate a fundraising ask in a piece of valuable content and there's no reason you can't incorporate valuable content into a fundraising ask.

Me: What elements of your framework for a high-converting sales page translate to a nonprofit donation page? Would you follow the same format, or do anything differently?

Josh: It's a flexible format so all of it could really be applied to nonprofit donations as long as the messaging is strong.

The key is really to keep it simple and clear.

Don't try to convince people - just make them understand what you're offering and the benefit they'll get from "purchasing."

Me: Nonprofits have a serious retention problem. Only around 25% of first-time donors make a second gift. If you ran a nonprofit, what's one thing you would do to motivate new donors to give again—or better yet—to become monthly donors?

Josh: There needs to be a reason for them to do so.

This may be an incentive, but it also may be helping them more clearly understand the impact of their donation and the impact of their decision NOT to make another one.

Also, an initial donation should be treated as the start of a relationship - if someone only hears from you when you want their money it's unlikely they're going to want to hear from you for long.

Me: What's something you've never seen a nonprofit do in their marketing or content that you think could be effective for acquisition, retention, or both?

Josh: Two newsletter ideas:

1. They should publish a newsletter that's not about them, but about a topic/community that their audience is passionate about.

In that scenario they function more like a "sponsor" of the newsletter and the newsletter becomes a great way to attract new leads who may not be interested in subscribing to an organization's newsletter.

For example, an environmental nonprofit organization might publish a newsletter about the most beautiful vacation spots in the world knowing it would attract people likely to appreciate the environment who may not otherwise be interested in their organization's newsletter.

2. They should create a limited-issue "popup newsletter" around a specific topic or goal.

Not every newsletter needs to be published on an ongoing basis.

For example, a healthcare nonprofit could publish a 4-issue "Start Jogging" newsletter designed to help people start running over the course of a month.

Not only would it become a timeless, automated asset and good lead generator, it also could be a revenue generator through sponsorships.

There’s so much to love here. It can really flip our thinking to hear from a content expert who isn’t deep in the fundraising weeds all the time.

“There's no reason you can't incorporate a fundraising ask in a piece of valuable content and there's no reason you can't incorporate valuable content into a fundraising ask.”

What a simple concept that’s truly liberating for nonprofit content creators who have felt stuck separating the two.

And this:

“Don't try to convince people - just make them understand what you're offering and the benefit they'll get from ‘purchasing.’”

Your content shouldn’t feel like you’re shaking people until money falls out of their pockets. You’re extending an invitation. You’re painting a vivid picture of what happens if they accept, as well as what happens if they don't. Then, they get to decide.

💡Per Josh’s great ideas, can you come up with a limited-edition content series that both serves as a lead magnet to attract new contacts and a value-add for your existing supporters? Is there a corporate partner you could pitch to sponsor and promote the series, too?

I highly recommend subscribing to Josh’s newsletter and reaching out to him if you’re in search of a results-driven content strategist.

Last Call to join Done by December:

Done by December, my year-end planning cohort with Michelle Shen, kicks off in less than a month! 6 wonderful nonprofits have already signed up for this year’s group. There's still room for you at either the Do It Yourself or Do It Together level. Let’s get your year-end campaign fully built, well before December.

Join Done by December

Text For Good workshop series now available on demand:

What channel has a 98% average open rate and typically sees a 3-5x return on investment for nonprofits?

…

texting.

Amanda Speer and I just finished leading a three-part workshop series all about texting for nonprofits. The Text For Good workshops cover everything from budgeting and selecting the right platform to reactivating dormant phone numbers, collecting new ones, automations, content planning, and goal setting. It really gives you all the info and examples you need to build a text messaging program.

Now, you can buy the entire series for just $199, complete with recordings, slide decks, and an editable content calendar. This is ideal timing to stand up or improve your texting program before year-end!

Get Text For Good