Do You Hear Us Now?

UNCOVER

Either via surveys that can be disseminated electronically or through regular mail, random polling of top donors and prospects, focus groups and/or conversations held during discovery calls, you can identify what makes your organization unique in your constituents' minds -- what they want to hear about, when they want to hear it, how often and in what manner. You can also uncover the "big idea" that transcends what your organization does and inspires people to give to you -- if you ask the right questions.

At last count, 65 million Americans have registered for the "Do Not Call" list, explicitly telling direct marketers that they do not want to be communicated with by telephone. How many of your donors are on that list? What does that tell you about how they want your organization to communicate with them?

ADJUST

Step outside of your current communications practices to use the knowledge you gain from reaching out to your constituents to create a stronger communications foundation. Then alter messages or approaches appropriately to be more effective. In this way, you stand a better chance of reaching the right people with the right message at the right time in a way that will encourage them to fully embrace the message and act on it.

When you encounter complaints or resistance to what your organization is doing, take the time to respond in the context of this newfound knowledge. Rather than assuming it's an isolated incident, understand that where one or two people speak out, many more who concur may be silent. The silent ones simply walk away, and you might never know why.

EDUCATE AND INVOLVE

Educate your organizational colleagues to view communications as a vital and first step in the relationship process that leads to philanthropic gifts and financial sustainability. Involve staff in the communications department (for those lucky enough to have separate departments), in the specific academic, community, cultural, social service or healthcare programs/service areas, as well as senior staff and volunteer leadership by providing training about the key messages to share with others. It's in everyone's best interests and in the organization's interest as a whole to embrace a communications mindset and role from top to bottom, both internally and externally.