Communicate!

Helping you win loyal friends through your communications

Navigation Bar

  • About
  • Services
  • What Clients Say
  • Contact

Fundraising Tuesday: How Much Communication Is Too Much?

April 2, 2024 by Dennis Fischman Leave a Comment

A guest post by Evan Appleby at ForOurSchool.org

Effective fundraising communication is a skill that requires finesse. While over-communication risks overwhelming your audience, under-communication can mean missed opportunities. Whether you are spearheading a school math-a-thon or championing a non-profit, finding the right balance is essential to your success.

Know Your Audience

Recognize that not everyone is the same, and the right amount of communication can vary depending on the recipient.

Segmentation: Group people based on their preferences. Tailor your message and the frequency of your messaging to what is most effective for each one. For instance, some donors may appreciate weekly updates, while others may only want to be notified about campaign milestones.

Preferred Channels: Some people respond better to email, direct mail, or social media, while others prefer text messages or in-person interactions. Since the type of messaging can vary by medium, if you can determine which medium is right for each group you want to reach, you can adapt the frequency of the messaging to be aligned with the message.

Motivation: Understand why people choose to be involved with your event or organization. Are they passionate about literacy (in the case of a read-a-thon)? Are they driven by community spirit or personal connections? Knowing the message that you want to convey can also help determine the right channel to use.

Diversify Communication Channels

While bombarding potential donors or participants with 10 emails in a week is rarely effective, embracing a mix of communication methods can make frequent outreach more palatable and yield better results.

Email: Ideal for regular updates, campaign progress reports, and impact stories.

Text Messages: Quick, concise reminders or urgent calls to action.

Social Media: Great for announcements, or upcoming events.

Direct Mail: Tangible and personal—great for major donor appeals

Posters: Use these at events, community centers, or local businesses to build awareness

In-Person: Attend events, host meetings, or set-up tables to establish a more personal connection.

Navigate Among Competing Voices

Within a school or in the nonprofit ecosystem, the attention of participants or donors can be fleeting due to the many competing voices.

Other Fundraisers: Collaborate rather than compete. Share insights, coordinate efforts, and avoid duplicating messages.

Internal Stakeholders: Teachers, program managers, and board members communicate with donors too. Align your messages to avoid overwhelming supporters.

External Influences: Consider external events (e.g., national crises, holidays) that may impact your communication schedule.

Measure and Adapt

As you formulate your communication strategy, keep room for changes based on performance and feedback.

Metrics: Track open rates, click-through rates, and response. Adjust based on data.

Feedback: Listen to your audience. If they express feeling overwhelmed, it’s time to pull back.

Testing and Adaptability: Experiment with different communication frequencies and channels. Learn from what works and what doesn’t.

Effective fundraising communication is intentional, empathetic, and adaptable. Remember, sometimes saying less can yield a more significant impact.


Evan Appleby head shoEvan Appleby is the CEO of ForOurSchool.org, a Math-A-Thon and Read-A-Thon platform focused on enhancing math skills, promoting literacy, and fostering community spirit. Through ForOurSchool.org, Evan is committed to not only raising essential funds for schools and organizations but also creating enjoyable learning experiences with real-world impact. When not working on the platform, you can usually find Evan on a basketball court or volunteering at his daughters’ gym classes.

Share this:

  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on X (Opens in new window) X
  • Click to email a link to a friend (Opens in new window) Email
  • Click to share on Pocket (Opens in new window) Pocket
  • Click to share on WhatsApp (Opens in new window) WhatsApp
  • Click to share on Pinterest (Opens in new window) Pinterest
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to print (Opens in new window) Print

3 Simple Communication Tips to Help Your Nonprofit Build Healthy Relationships With Donors

May 24, 2022 by Dennis Fischman Leave a Comment

A guest post by Elena Stewart

Nonprofit communication has changed drastically in recent decades. In the 1990’s, most people didn’t expect a personalized experience when dealing with the organizations they supported. Nonprofits would send a letter in the mail, and donors would send back a check — and that was it.

Now, organizations (and businesses) use algorithms, CRM software, and automation tools to personalize everything from our shopping carts to our newsfeeds. As a result, we expect personalization. And you can rest assured that your donors do too!

But donors are after more than a personalized experience; they want to feel that they have the inside scoop and a sense of belonging with the organizations they support. And they want to know they’re making a positive impact. Below are three practical communication tips for connecting with your donors!

Know the Core Functions of Your Strategy  

First, you must know how to create a successful donor communications strategy, which involves identifying your core functions. For example, you’ll need to focus on telling impactful stories about people instead of relying on statistics and numbers. A personal story about someone directly impacted by your organization can be powerful and inspiring.

You should also plan to regularly update your donors about the progress your nonprofit is making in the community and the world. Of course, you should always communicate how their contributions have made an impact.

Furthermore, it’s important to allow your donors to participate in the conversation. When people give their money to a nonprofit, they want to feel like they belong to the community and contribute to the world’s betterment. Take advantage of your donors’ expertise and resources when strategizing, and give them a platform to share ideas and opinions.

Send Email

Once you have your core functions in place, it’s time to make a plan for executing your donor communications strategy. To do so, you’ll need to choose the appropriate channels.

Chances are you already use email because it has long been among the most common platforms for donor communications. But there may be some things you can do to improve results.

For example, make sure each email is personalized by including the donor’s name, contribution amounts, and years with the nonprofit. And consider that email tends to lack the personal touch of a phone call. Think of ways to warm up your messages by recalling bits of your last conversation with the donor or mentioning their specific interests or recent donations.

You should also respond quickly when a donor emails you. When someone sends an email, it shows they are engaged in your nonprofit, and you want to maintain their enthusiasm with a fast and personal response.

And, of course, every email you send should be relevant to your organization’s goals, challenges, and progress. The occasional uplifting story can also go a long way in inspiring action!

Engage on Social Media   

If your nonprofit is not active on social media, now’s the time to engage. Develop your social media strategy around age and other demographics to determine which platforms to focus on for your messaging. Social media is an excellent way to post updates about your nonprofit, interact with donors and other supporters, and promote your cause.

You can even build a community by growing your online presence. Look for free tools that allow you to design custom infographics for explaining the challenges and victories occurring in your community.

Meet In-Person

We live in a digital world, but face-to-face communication is as powerful as ever. Look for opportunities to meet people in person so you can have natural conversations without the possibility of technical issues. The right body language and connecting on a human level can do wonders for moving people to become donors or continue their contributions.

 

There are many other ways to build healthy relationships with your donors through communication. A well-timed text message or handwritten letter, for example, can inspire people to action.

But the ideas above can help you lay a firm foundation for your donor communications strategy. Keep learning how to get your organization’s message across more effectively, and stay true to your mission and values along the way!

 

Would you like to read more helpful content or learn about communication consulting services for nonprofit organizations? Visit DennisFischman.com today!


Elena Stewart made the jump from a corporate job she wasn’t entirely happy with, to running her own business that gives her the financial freedom and flexible lifestyle she’s always wanted. As a life coach, she now gets the happiness of helping others get to the places that might seem out of reach.

Share this:

  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on X (Opens in new window) X
  • Click to email a link to a friend (Opens in new window) Email
  • Click to share on Pocket (Opens in new window) Pocket
  • Click to share on WhatsApp (Opens in new window) WhatsApp
  • Click to share on Pinterest (Opens in new window) Pinterest
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to print (Opens in new window) Print

Should Your Nonprofit Invest in Social Media?

August 14, 2017 by Dennis Fischman Leave a Comment

Nonprofits invest social media

Source: Vertical Response

A business woman who’s exploring our nonprofit sector asked me: “If a nonprofit has to choose between investing time in establishing and maintaining a Facebook presence versus crafting content for SEO, where should the nonprofit invest its time?”

My answer? It depends on the audience you want to reach.

Why Nonprofits Shouldn’t Worry about SEO

Search engine optimization, or SEO for short, was all the rage a few years ago. Businesses (and some nonprofits) were paying good money to SEO consultants who promised to get them on page 1 of Google searches.

But most nonprofits shouldn’t worry about SEO. Here are three reasons why.

  1. You might not need to be found.  If you’re a nonprofit, these days you may already be serving more clients than you can handle! The Great Recession is officially over, but many people are still worse off and depending on nonprofits for help.
  2. It’s easy for them to find you. Surveys show that the single most common term people type into the search box when they’re looking for your nonprofit organization is…the name of your organization. They have already heard of you through word of mouth. It’s the word of mouth you need to boost–not the SEO.
  3. What do they find when they get there?  Improving the content on your website may get you better results for less money than increasing the number of people who ever happen to take a look at it

You shouldn’t worry about SEO–but paying just a little bit of attention to it might be worth your while.  Here’s a piece I wrote about “How To Get Found: SEO and the Small Nonprofit.”  It includes ten tips on getting more eyeballs to your site.  (But most of them are not SEO.)

Should Your Nonprofit Invest in Social Media?

So if SEO is less important, should nonprofits put more time and money into social media? You can’t answer a question like “Should we invest in Facebook” without answering these strategic questions first:

  1. Who are the audiences we’re trying to reach?
  2. Toward what end? (Once we have built up a nice, preferably two-way, relationship with the audience, what will they start to do that they weren’t doing before?)
  3. What do we already know about these audiences? What do we need to find out to give them what they’re looking for?

There is no point in using a communications channel if your audience isn’t using it. For most nonprofits, Facebook is the social media common denominator—but you don’t need to know about most nonprofits. You need to know what your specific audience uses and enjoys.

Putting First Things First

Let me be blunt: using social media at all could be a waste of time if you don’t answer these three strategic questions.

And even if you do have a fully-developed strategy, social media may not be the first way to put it into practice. You could invest in:

  • writing better permanent content for your website
  • creating a blog
  • cleaning up your email list and sending out email your readers really want to read

These are the basic building blocks of communications.

Before thinking about social media, make sure you have those building blocks in place. (Think of SEO as how you build them, not as a separate set of blocks.)

Share this:

  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on X (Opens in new window) X
  • Click to email a link to a friend (Opens in new window) Email
  • Click to share on Pocket (Opens in new window) Pocket
  • Click to share on WhatsApp (Opens in new window) WhatsApp
  • Click to share on Pinterest (Opens in new window) Pinterest
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to print (Opens in new window) Print
  • 1
  • 2
  • 3
  • …
  • 5
  • Next Page »

Yes, I’d like weekly email from Communicate!

Get more advice

Yes! Please send me tips from Communicate! Consulting.

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Copyright © 2025 · The 411 Pro Theme on Genesis Framework · WordPress · Log in