When crisis messaging stops working

Do I Have to Say "Dire"?

As fundraisers, we know one thing for sure: urgency drives results.

The best-performing campaigns are built around immediate action — whether it’s an emergency appeal, a crisis response, or a limited-time match offer. That’s why we often use words and phrases like "urgent," "time’s running out," and yes — "dire."

And we can justify it. The needs of the broken, the hungry, the sick, and the lost are dire.

But do we have to keep saying it?

One of our clients challenged us on this very question. Their best-performing Always On digital ad used "DIRE NEED" as the headline. And it worked — again and again.

The problem? It was running all year and served to donors repeatedly. The concern was that the word was losing its impact — or worse, conditioning donors into a "sky is falling" mindset. They didn’t want to rely on crisis language alone to drive engagement.

So we tested.

Using visuals?

The first test was simple: we removed the word "dire" from the headline.

Would the design and tone of the ad be enough to carry the urgency?

Turns out — yes.

The revised version, which kept the same stark colors and direct messaging, actually generated more gifts and a higher return on ad spend (ROAS).

Focusing on the brand?

With our new learnings, we took things a step further.

We swapped out the bleak black-and-red color scheme for brand-friendly tones that still conveyed urgency without overplaying the crisis angle.

We also introduced a simple animated map highlighting locations across America that were in need. This small change did three powerful things:

? Drew more eyes to the ad (animation naturally increases engagement).

? Localized the message, helping donors see the need in their own communities.

? Expanded the story beyond a single crisis to show the breadth of the work being done.

And so far? It’s working.

The power of testing

These weren’t the only tests we ran — there were multiple iterations that didn’t outperform the original. But through continued testing, learning, and refining, we successfully moved away from heavy crisis-driven language while improving results.

So, do we have to say “dire”?

No, but...

Urgency is crucial — but how we communicate it can evolve. As fundraisers, we must be willing to test, adapt, and find the balance between what moves donors to act and what builds long-term trust.

What do you think?

How do you balance urgency with maintaining a strong, mission-driven brand voice? Have you tested different approaches to crisis messaging?

Would love to hear your thoughts!

Written by Jaclyn Jones