Through the Eyes of a Child: Donor Communications

What kind of opportunities is your nonprofit giving donors to spread the good news about the

difference they’re making? Note the wording of that sentence: “the difference they’re making” — not the difference your organization is making.

I never expected it, but my daughter taught me some important lessons about a nonprofit’s communications with its donors. To stay competitive and to build strong, long-term relationships with their donors, nonprofits must develop creative viral marketing plans that let the donor tell their story about making a difference in someone else’s life. Those types of stories should be communicated in newsletters, donor acknowledgements, postcards donors can send to their friends, and through e-mail programs linked to your Web site.

Jeff Nickel is the group vice president for Grizzard Signature Group. He can be reached at Jeff.Nickel@grizzard.com. Or log on to www.grizzardsg.com.

“Words from the Wise” is an occasional series of guest columns from professionals in the nonprofit sector. To submit a column or idea for consideration,e-mail the editor at mbattistelli@napco.com.