Every week, our inboxes fill with messages from mosdos — campaigns, dinners, appeals, updates — all competing for attention.
But only a few actually get read.
What makes those few stand out?
How do they cut through the noise and land with impact?
It often comes down to one simple switch — the voice you use.
Most of us slip unconsciously into what’s called the passive voice.
It sounds formal, even polished — but it drains the life out of your message.
I see it all the time coaching leaders on their communications.
Their words may sound proper, but they don’t move the reader.
Take this line:
| “50 students are hoping to be sent to Israel this summer.”
It’s grammatically fine… but emotionally flat.
Now try:
| “Join us in sending 50 students to Israel this summer!”
It’s alive. Energetic. It draws your donor into your mission — turning them from a spectator into a participant.
That’s the power of the active voice — it shifts your donor from hearing about impact to feeling they created it.
Here’s another:
| “The kollel expansion was made possible through your partnership.”
versus
| “Your partnership made our kollel expansion possible.”
See the difference? The active voice is clearer, simpler, and warmer — and it gives the donor a sense of ownership in what they helped build.
And finally —
| “Josh's journey was transformed by your donation,”
becomes
| “Your donation transformed Josh’s journey.”
Now the donor feels the impact directly — it’s their action that made the difference.
See how small tweaks change everything?
Here’s how to keep that active, energetic tone in all your communications.
How to Keep That Active, Energetic Tone
For those of us who zoned out in English class (🙋♂️ guilty), here are a few easy ways to keep your writing active and engaging:
Play Detective
Ask yourself: Who’s doing the action? Make sure that “who” comes first in your sentence.
Reverse It
If you spot a “was,” “were,” or “by,” flip the sentence around.
Instead of “The event was organized by our team,” say “Our team organized the event.”
Keep It Simple
Active voice thrives on simplicity. Trim extra words. Focus on the doer and the action.
Practice Makes Perfect
Take an old email and rewrite it in active voice. You’ll be amazed how it pops.
Stay Connected
Write the way you’d talk to a friend — friendly, direct, and personal.
Follow these steps and you’ll notice your communications start to feel clearer, warmer, and more alive.
And IYH, you’ll also notice something else — donors not only understand your message better… they feel it.
B’hatzlacha in all your efforts,
Besoros Tovos,
Avraham
Copyright 2025 © Avraham Lewis & Co.