Building Relationships That Last - Cause Communications

It’s no secret that strong relationships are at the heart of what we do as communicators. Awareness, engagement, and action all rely on meaningful connections to advance our cause.

But to get a little love, you have to give a little love. Just as we work to retain and nurture our personal connections, our diverse audiences often need attention – no matter what stage of the relationship we’re in. Our supporters – from donors and grantees to board members and volunteers – all deserve to know how important they are in championing our cause. In honor of Valentine’s Day, we highlight strategies and offer advice on how you can both create and maintain relationships with supporters that stand the test of time.

Trying to Get Noticed?

Start simple: decide what it is you’re looking for in your supporter. The more clarity you have about your goals and audiences, the easier it will be to invest time and energy into cultivating the right matches. Who shares your ideals? Who will galvanize your mission? Who will introduce you to others who can enrich your work? Chances are your prospects are also vetting what they’re looking for in a cause to support. This is why it’s equally important to have a firm grasp on what they care about. Ultimately, this insight will help you strategize the best – and most meaningful – approach to engage them.

So, how do you grow your network of meaningful relationships? Creating new connections means putting yourself out there with a clear and consistent message. Promote your cause in the places already frequented by the people you’re trying to meet. This step often requires gumption and creativity as you tailor your message to fit the space, opportunity, and targeted audience. (Our Bite-Size Course on “How to Customize Your Message” can help here.) Getting a warm introduction through your network and being savvy about your messenger can also make it easier to introduce your cause to new audiences and inspire them to get involved.

Our Bite-Size Course on “How to Attract New Donors” provides even more tips on effectively navigating these early stages with authenticity and intention.

Keeping the Relationship Healthy

Now that you’ve found the right supporters for your cause, how do you keep the spark alive over time?

If you were to ask anyone to identify a key component of successful relationships, you’d be hard-pressed to find a single person who would disregard the power of clear communications. Effective communication is a two-way street. The first step is listening: find opportunities to collect feedback and demonstrate that you’ve heard what it is your audience wants in the relationship. In turn, tactically share your cause’s goals and articulate how your supporters can help you reach them. There are countless tools and platforms for disseminating information and calling your supporters into action (i.e., email updates, social media posts, newsletters, even direct mail letters). Utilize each with dexterity and thoughtfulness. Just as it’s advantageous to modify your message to reach new audiences, customizing your messaging can exalt your network’s capacity to support.

Your supporters also want to see that your work is regularly evolving and improving to make the greatest impact. When you’re communicating with your audiences, share the progress you’re making towards shared goals and demonstrate that you’re ready to respond to the changing needs of the communities you serve.

Thanking your supporters is another integral part of your communications strategy. You’re probably already familiar with Amy Eisenstein’s “7 Thank Yous” approach to cultivating donors. Those best practices hold up in relationship-building efforts with other types of stakeholders and supporters, too. Get creative on when and how you deliver the message – just be sure those activities are intentional, thoughtful, and consistent. Recognizing and deliberately communicating gratitude for your audiences’ time and generosity is fundamental in establishing durable relationships.

As leaders and changemakers committed to social impact, smart communications is key to elevating and securing connections with our most valued supporters. So, as you reflect on relationships this February, remember to articulate your needs and objectives, amplify and adapt your message, and always express appreciation along the way.