Communicating with Older Citizens

4) Express the sense of urgency in creating a solution. Build the sense that the project or need is important. "The sense of urgency should come from their perceptions of the project's value and impact on the problem or need that they determined to be most important to them," Ribble said. The sense of urgency has to be built from within the donor/client in which they see the opportunity to give and the impact their funds will have.