Step Four: Fostering Effective Communication with Donors
In steps 2 and 3, we talked about cultivating relationships and building connections with prospective donors. Unfortunately, all of this can quickly fall apart if effective communication isn’t established. Step 4 is focused on donor communication and how implementing strong communication in your process can improve commitment and motivate individuals to consider making a major or planned gift by showing them both the immediate and long-term impacts.
What’s the best way to communicate with donors?
When deciding whether to donate, people primarily make their decision to support a campaign based on the person who is soliciting their support. Others will judge the campaign’s worthiness based on the contents of campaign communications materials and activities. As such, you should draw up various campaign materials that help you properly communicate with donors. Below, we list a variety of documents that keep your target audiences updated about any new developments.
- The Case for Support
If you’ve never heard of a Case for Support, you’re not alone. While brochures and websites are fairly common, fewer people have heard of a Case for Support unless they’ve worked in this space previously. Let’s jump into an explanation, so you can truly understand why it’s so essential that your organization has one. The Case for Support is a living document that tells the reader the story about your organization, why it exists, and who it serves. It is built around the framework of your vision, mission, and need.
- Strategic Plan
The Strategic Plan addresses the direction for the organization based on the feedback from stakeholders. It is a critical document and allows stakeholders the opportunity to share and discuss the strengths, opportunities, threats, and weaknesses. This keeps everyone on the same page.
- Fundraising program website
A fundraising website is a starting point for communication. Today, it’s arguably the first place that anyone would go to learn about your organization and provides countless avenues for you to connect with prospective donors. If you want to create an email
- Letters
Donation letters are a common tool that charities use to entice prospective supports to donate. These don’t often have the depth that a typical brochure would. Instead, they’re short and address a specific need that your organization is trying to meet. They also typically include a written ask for a donation.
- Brochures
We’ve all been handed brochures at one time or another. These are short and sweet ways to walk us through any given topic. They take your cause and break it down into a condensed format that any prospective donor can easily understand.
- Proposals
These materials help to explain your fundraising program to your donor and encourage their investment in your charity’s cause through a major or planned gift. Don’t write a proposal unless your donor asks for one. Develop a proposal together!
Final thoughts
You may be thinking, “What about a simple phone call or email?” and yes, those do have a time and place in donor conversations as well. However, the communication methods we listed above are common effective ways that you can put your best foot forward with prospects and come out of the interaction successfully. For more on Step 4 (or any of the 7), check out the 7 Step Power Donor Solution.
Happy Fundraising.
