Lesson: Fundraising

Building a Lasting Connection

Understand the key role communications plays in successful fundraising efforts, and learn some best practices for encouraging audiences to support your cause.

Which of the following strategies does your organization primarily use to raise funds?

Which of the following strategies does your organization primarily use to raise funds?
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Build relationships and engage donors

Cultivating a strong relationship with your donors is the backbone of any effective fundraising program. Strong communications can help build trust and entice audiences to support your work. Once donors get involved, they want to know how their funds are being used to help make a difference. And, by reaching out to donors and involving them in your cause, they will feel connected and are more likely to contribute again and again.

Once your organization receives a gift from a donor, your role as a communicator is just beginning. This process of relationship building, commonly known as donor stewardship, is a critical piece of your organization’s development efforts. Stewardship programs have three basic components, all of which are supported by strong communications. Learn more by clicking below.

  • Acknowledgment
  • Recognition
  • Reporting

It’s vitally important that donors understand how much you value their contributions. Thank them early, often, and appropriately for their level of support. Make sure you promptly thank them and get the details right!

For major gifts, publicly acknowledge a donor’s generosity through a newsletter profile, honor roll, naming opportunity, or invitation to a special event.

Remind donors of the impact of their giving to set the stage for future support and provide accountability. What have you been able to accomplish as a result of that gift? What impact stories can you lift up on a regular basis?

Once your organization receives a gift from a donor, your role as a communicator is just beginning. This process of relationship building, commonly known as donor stewardship, is a critical piece of your organization’s development efforts. Stewardship programs have three basic components, all of which are supported by strong communications. Learn more by clicking below.

  • Acknowledgment

    It’s vitally important that donors understand how much you value their contributions. Thank them early, often, and appropriately for their level of support. Make sure you promptly thank them and get the details right!

  • Recognition

    For major gifts, publicly acknowledge a donor’s generosity through a newsletter profile, honor roll, naming opportunity, or invitation to a special event.

  • Reporting

    Remind donors of the impact of their giving to set the stage for future support and provide accountability. What have you been able to accomplish as a result of that gift? What impact stories can you lift up on a regular basis?

How can I create communications that support our development and fundraising efforts?

People want to feel a connection with the organizations and causes they donate to. By sharing your stories and developing compelling narratives, your donors and their networks will be motivated to continue giving and spread the word about what your organization is achieving.

Click below to reveal some strategies to engage your donors and support your organization’s fundraising efforts.

Activity

Check Your Understanding

What is an important distinction between fundraising and development?
Why are donor relations key to fundraising?
What would make a past donor less likely to contribute to future fundraising?