🎒 Fundraising Messaging Lessons: The Lola vs Waller's Coffee

Published 2 months ago • 3 min read

Remember my tangent on The Lola’s fundraising efforts a couple weeks ago?

Well—I have an update. And a new fundraising message I think we should learn from.

The Lola Update

They’ve reached a new agreement with their landlord and extended their deadline to July 31:

“We reached an agreement that allows us to stay in our space, with more time to repay rent! We reached 41% of our Phase 1 goal, so we are grateful to have more time to get to 100%. The new PHASE 1 DEADLINE IS 7/31.” - From their Instagram post on July 1.

As of last Thursday, they were nearly halfway to their $95K goal.

They’ve still got work to do, but I believe they can pull it off.

Not because of the fundraising messaging itself (which, frankly, still isn’t doing much for me)...

But because they’ve leveraged the power of the media. They've gotten coverage in NPR, the AJC, and other local publications with massive reach.

Their PR contacts might be able to save them where their comms haven’t.

The New Fundraising Message: Waller’s Coffee

Waller’s Coffee, a beloved little café and music space in Decatur, is also in financial trouble. And like The Lola, they’ve turned to their community to help them stay afloat.

When I saw their message, I asked myself the same questions I asked with The Lola:

Aren’t they a for-profit business?
Shouldn’t they be generating enough revenue to stay open without public fundraising?
Shouldn’t they shift their business model if the current one isn't working?

...Yes. But I’m not their business coach.

And as an entrepreneur, I know the ups and downs of business can shift month to month, fast-fast. Nonetheless, this got my communication synapses firing.

I heard about Waller’s financial struggles not through their own channels, but through the Facebook post below from Kaitlyn Ross, a local news anchor with 11Alive.

There’s a little coffee shop in Decatur that’s poured more than just coffee… it’s poured love, music, healing, and hope into the community.

Waller’s Coffee Shop was founded by local musician Jason Waller, who turned his own battle with depression into a mission: to create a space where people could feel safe, seen, and supported. Since opening, Waller’s has hosted open mics, support groups, toddler music hours, jam sessions, poetry nights, and mental health events, all rooted in connection and compassion.

When the world shut down, Waller’s stepped up: offering free coffee to healthcare workers, keeping music going online, and showing up for the people who needed it most.

Now they need our help.

After years of financial strain, break-ins, and rising costs, Waller’s is in real danger of closing. But I believe places like this matter, because it’s more than a coffee shop. It’s a lifeline for so many.

If this story moves you, please consider sharing it, visiting if you’re nearby, or just spreading the word. Places like Waller’s are rare, and worth fighting for. 💛

Photo of Jason Waller of Waller's coffee shop in Decatur, GA and their fundraising message from Kaitlyn Ross from 11Alive. — As a proud Decatur girlie, I’ll stop the scroll anytime I see one of our local spots mentioned. I’ve never even been to Waller’s...but it’s a neighborhood gem, and I’m rooting for them. Click the photo to see the full post.

Summer School Lesson: Why This Message Works

Kaitlyn’s post wasn’t about doom or debt. It was about impact.

This is a lesson on how to write a fundraising message that:

doesn't dwell on your challenges
directs the reader to focus on the good achieved
reinforces why you deserve a chance at making it (with some financial help)

Notice the closing CTA:

It wasn’t “DONATE NOW” or “HELP US BEFORE THE END OF THE MONTH.”

It was: “If this story moves you, consider sharing or visiting Waller’s if you’re in the area.”

A soft ask like this can invite potential donors to investigate, connect, and care before being asked to give.

Waller's is now the second small business I've seen who is publicly fundraising to keep their doors open, vendors paid, and prices manageable.

The two businesses are in a similar spot, but have very different approaches.

The Lola’s approach felt vague, almost guarded, about the root cause of their financial troubles.

Kaitlyn’s single Facebook post on behalf of Waller’s was heart-felt, focused, and clear.

And that’s why it works.

It hits the ear of a potential donor differently than The Lola’s more transactional plea.

I break down Kaitlyn's message down, bit by bit, in a low-production-value video I had fun making.

You can watch it here. 🎥

Raven
Founder, Hot Olive Agency

P.S. I'm almost done roasting The Lola fundraising messaging, I swear. But The Lola asking its members (the average membership is $225/month, mind you) to donate so they can keep their doors open reminded me of that John Mulaney standup bit about college fundraising:

“What happened to the $120,000 I gave you? YOU SPENT IT ALREADY?”

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