.png)
Clarity Isn’t a Bonus—It’s the Work
- Frances Roen
- May 4
- 3 min read
There’s a moment I see all the time in campaigns.
A leader shares their case for support. They walk through the problem, the solution, and the goal.
And then… they keep talking.
They add context.
They clarify what they really mean.
They explain how the program actually works.
They backtrack slightly to connect dots they’re not sure landed.
Not because they’re doing anything wrong—but because they can feel it:
It didn’t fully click.
And when that happens, we often assume the answer is more explanation.
But usually, the answer is the opposite.
The Hidden Barrier: Cognitive Load
Cognitive load is simply the amount of mental effort it takes for someone to understand what you’re saying.
The higher the load, the harder it is to follow.
The harder it is to follow, the easier it is to disengage.
And in fundraising, disengagement doesn’t look dramatic.
It looks like:
“This is really interesting…” (but no follow-up)
“Send me more information” (but no decision)
A grant that gets declined without much feedback
Not because people don’t care.
Because they got tired.
What This Looks Like in Real Life
Let’s take an example.
Version 1: High Cognitive Load
“Our organization is addressing the growing disparity in access to animal welfare services through a multi-pronged, community-centered model that integrates emergency response, long-term rehabilitation, and cross-sector partnerships to ensure sustainable outcomes for vulnerable animal populations.”
There’s nothing technically wrong with this.
But it asks a lot of the listener:
Translate abstract language
Hold multiple ideas at once
Interpret what “multi-pronged” or “cross-sector” actually means
Figure out what’s most important
Now imagine hearing that in a conversation or reading it in a grant proposal.
You’re working harder than you should be.
Version 2: Lower Cognitive Load (PSG Framework)
Let’s simplify using Problem. Solution. Goal.
Problem: Too many animals in our community are being surrendered or abandoned because families can’t access affordable care or temporary support.
Solution: We provide emergency shelter, medical care, and short-term foster placement so families don’t have to give up their pets during a crisis.
Goal: We’re raising $2 million to expand our shelter and add dedicated space for medical recovery and foster coordination—so we can serve twice as many animals each year.
Same work. Same impact.
But now:
You don’t have to translate anything
You can picture what’s happening
You understand why it matters
You know exactly what’s being asked
The Test Most People Skip
Here’s a simple way to know if your case is clear:
After you share your Problem, Solution, and Goal… pause.
Ask yourself:
Do I feel the need to keep explaining?
If the answer is yes, that’s your signal.
Not that your idea is wrong.
Not that your work isn’t important.
Just that your message is carrying too much cognitive load.
Why This Matters (More Than You Think)
This shows up everywhere:
Grant applications packed with internal language
Case statements that sound impressive but feel hard to follow
Donor conversations that lose energy halfway through
And here’s the hard truth:
Clarity doesn’t make your work sound smaller.It makes it easier for people to say yes to.
A Simple Reset
If your messaging feels heavy, come back to this:
Can someone understand this without knowing our organization?
Can they repeat it back after hearing it once?
Can they quickly see where they fit in?
If not—simplify.
Not by dumbing it down.
By making it easier to hold.
In Closing
Your donors are not short on generosity. They’re short on time, attention, and mental energy.
The clearer you are, the less they have to work.
And when you reduce the work… You increase the likelihood they’ll step in.
Frances Roen is the Founder of Fundraising Sol and a fundraising consultant with two decades of experience. She is deeply passionate about relationship building, individual donor work, and supporting nonprofit professionals’ health and wellness to enable them to deliver their best work.