A Heifer International donor can easily visualize their donation at work: to buy a cow or buy a goat for a family in need.
Would you be as generous if that same nonprofit instead said, "Lift up a family in poverty"?
Probably not.
Poverty is a problem that is so big that a donation couldn’t possibly solve it. But a cow that becomes an economic engine for a family in a developing country? That image scales down the problem to size and one that a donation can solve.
Donors want to know how you are going to spend their money. This specificity is what moo-ves people to invest in your nonprofit.
Help them visualize the cow. Pun free of charge.