I have worked in the public relations and fundraising professions for many years, and I continue to be grateful for how closely these two professions are linked. Both professions are about relationship building and communication, and there are many of us who are comfortable in both worlds.
For nonprofit organizations throughout our country, donor communications may be the most important aspect of your annual development plans. Why? The reason is simple. Without a strong donor communications plan, all of your other efforts may be for naught. It is vital to know why your donors give, to which fundraising projects your donors are attracted and which of your donor communication campaigns are effective and which fall short. It is even more vital to have regular communication with your donors.
Your next question may be “How do I go about this?” Many nonprofit organizations are short-staffed and do not have the human and financial resources to focus on donor communications. However, a donor communication plan is indeed important and may, in fact, need to trump other activities that currently demand your time, money and energy. It is essential to find the manpower and time to devote to a donor communication plan to keep growing your donor base, because without donors, there are little, if any, funds!
Does your nonprofit organization have a donor communication plan? Would you benefit from more information about how to develop one?