It may get old, hearing the same thing over and over again, but it’s still worth starting a posting with a reminder that “Development” is about relationship building … with the intent that the relationships that are built will result in (financial) support for the nonprofit organization.
Development Communications function in helping to build those relationships and in maintaining them; and, the basic objective of these communications is to get your (prospective) donors to want to support you. To do that, your communications must say something that, to some degree, satisfies the needs of your (potential) donors.
Communications range from the printed, through the electronic to the verbal … and non-verbal.
Printed communications would include actual hard-copy brochures, fact sheets, envelope inserts, newsletters, personal notes, press releases, etc. And, all of those must be written not as laudatory pieces for your organization but with the focus on how people have been and are being helped, and will be helped because of the support of donors.
Your electronic communications, including your website, email, tweets, newsletters, DVDs, etc, must also be about people.
Verbal communications convey how the speaker feels about being part of “something,” being able to help, seeing the good his/her (verbal, emotional and financial) support has helped happen, feeling good about his/her relationship with the people who run the organization, make the programs happen, serve the people, and feeling good about his/her role in the process.
Non-verbal communications include a smile or a handshake … some action or body language that shows appreciation/gratitude.
Development Communications should be about people, people who have been and are being helped, and will be helped, and people whose support has made or will make a (specific) difference.
It’s not about an organization. It is about the people without whom you couldn’t do what you do … and help the people you help.
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Have you heard about
The Fundraising Series of ebooks?
They’re easy to read, to the point, and inexpensive ($1.99-$4.99)
This posting is a sample of what’s in the series.
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Have a comment or a question about starting, evaluating
or expanding your fundraising program?
AskHank
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We’ve been posting these pieces for the last five years,
and we’re now at a point where, to keep this resource alive,
we need your questions/problems to engender further discussion.
Look forward to hearing from you.
Comments & Questions
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If you’re reading this on-line, and would like to comment/expand on the above piece, or would just like to offer your thoughts on the subject of this posting, we encourage you to “Leave a Reply.” If you’re reading this as an email, and you want to comment on the above piece, email Comments to offer your thoughts. Your comments, with appropriate attribution, could be the basis of a new posting.
Hank Lewis with Development Consultant Associates has over thirty years as a fundraising consultant and is a specialist in Board and Leadership Development, Capital Campaign, Bequest Program and Major Gifts.