When was the last time you talked with your donors? Do you even remember? Was it 6 months ago when you desperately needed money for that "vital campaign"? Was it at a fund-raising event over a year ago, where you needed their help to fund "urgent project", was it just last week delivering the desperate news that your organization is in "critical need" of immediate funding? Is that how you want to be treated...
approached only when someone needs something you have? Ignored or rarely even communicated with apart from their personal agenda and objectives? Feeling like you are being fawned over only because of what your money brings to their table? I don't think so -- and trust me, neither do your donors.
In this two-part article, we will take a look at getting back to the basics of excellence in donor communication and why it is essential.
In an economy where planned giving is down, regulations are tightening in many areas and donors are taking extra care of where their dollars make the most sense, consider the following: Communication is Key Donors are people just like you.
Talk to them.
It is hard to understand, but surprisingly, too many organizations get distracted focusing on the "things" of the business and stop focusing on the "people".
The people are the living, breathing organisms that keep the vision -- your vision, alive.
You cannot afford to ignore or act lackadaisical with your donors.
Silence is a type of reverse communication and it will eventually lead to negative consequences.
You have to make communication an essential priority -- it must be a key in your strategic planning.
Clear Communication Now that we understand that communication is key...
it must be the right key.
Our mailboxes, email and phone systems are full of good causes vying for the same dollars.
How often have you not even opened a mailer before it hit your trash bin, deleted a voicemail or skipped over an email communiqué that was soliciting your funds? How does your communication get their attention in a meaningful way, while also helping to achieve your objectives? The donor relationship should be viewed as a partnership.
You must be clear about your vision, needs and goals.
In the bigger scheme of things and because it is a partnership, the end result should match both of your objectives.
If donors or potential donors pass you over because you just didn't articulate your message so that it made a relevant impression, why bother? Reinforcing the Vision Your vision is the essence of who you are as an organization and why you do what you do.
It's all well and good that you get it, but does your donor? Mistakenly, too many organizations think that once they have spoken, "nuff said".
They truly perceive that people are in tandem with them.
I have found many times over, the opposite to be the case.
How many times have you heard the comment "what do they [the organization] do again?" Not good! Again, donors are people just like you.
They have all types of things going on in their life besides your vision.
People are busy, distracted, overworked and constantly bombarded with external inputs.
Don't expect them to remember where you left off.
You need to connect the dots for them, and part of that is by reinforcing the vision through repetitive and clear communication.
Adding Value To survive as a non-profit, we need donors.
It's as simple as that.
When we don't communicate, people don't even know we exist, so they don't know our needs.
When we don't communicate clearly, it leads to confusion; they get impatient or become disinterested and eventually move on.
When we neglect to reinforce the vision, it is a surefire way to lose that once powerful connection and suddenly find that we are no longer even a blip on their radar.
But, it isn't enough to just communicate clearly and reinforce the vision.
You must also add value.
Value has to do with worth, importance, and significance.
Donors will partner financially with organizations that they perceive to offer value for their investment dollars.
Only you can communicate the value that you will add.
In the second half of this two-part article: Communicate with Your Donors! -- Part II, we will cover: Conveying Tone, Follow Through Reporting, Donor Appreciation and Growing your Donor Base.