10 Best Ways to Communicate With Donors and Prospects

There is an ever-increasing array of ways to communicate with donors and prospects, which is great. However, people may have vastly different preferences in how, where and when they prefer to be on the receiving end. Much of this dilemma is driven by new and smarter technology.

The overarching goal of the nonprofit is to identify which communication channels best fit with their universe of stakeholders. The communications infrastructure, bandwidth and resources of every organization can never be overlooked, but nonprofits need to be cautious of choosing communication strategies based on what is easiest for them, as it might invite undesirable consequences.

Start with this compelling reality: Communications and fundraising are seamless. In other words, you really can’t pinpoint where one begins and the other takes over. Donors aren’t going to support your cause unless they know, like and trust your organization. That depends on a cogent, consistent and compatible selection of communication vehicles and messaging.

There are no one-size-fits-all solutions, but here’s a look at 10 of the most common methods of communicating with your donors and prospects.

1. Face-to-Face Meetings

This has long been the gold standard for nurturing friendships and obtaining gifts of time, talent and treasure, especially when it comes to major gifts. But scheduling, distance and logistical constraints may make it difficult for parties to get together. Before the pandemic, it was virtually unheard of to secure major gifts any other way. Now, we are experiencing a new reality. If genuine friendships have been established and donor prospects know, like and trust the mission, vision and values of a nonprofit, then gifts can be attained virtually.

That said, there is no stronger way to connect and register a strong first impression than meeting in person. By the way, we are admittedly biased in favoring mid-morning or mid-afternoon coffees over more time-consuming lunches.

2. Videoconferencing

This has become a part of our daily schedule. It combines the practicality and convenience of technology with the power of eyeball-to-eyeball contact, which aligns with the 55/3/7 communication model established by Albert Mehrabian, professor emeritus of psychology at UCLA. Keep in mind that video meetings tend to be much more intense and taxing than in-person meetings, so plan for these to be shorter than in-person meetings — about three-quarters of the duration.

3. Email

This is a ubiquitous part of our business, personal and civic lives. We don’t know anyone who doesn’t complain that they receive too much. Compounding the problem is the barrage of unwanted messages from unknown, telemarketing and suspected spam sources. Knowing who sends the email makes all the difference in the world.

In the nonprofit world, email remains the most effective way to deliver detailed information and background. Make it as personal as possible and avoid distribution lists.

4. Texting

This is exploding in popularity by the minute, particularly among younger audiences. It is especially good for short and simple messages. Again, it is crucial that recipients are familiar with the sender.

5. Social Media

This, too, is building awesome momentum, and virtually everyone is checking major platforms on a daily basis — or even more frequently. We view it as an effective and efficient way to reach mass audiences. Perhaps we are old school, but we don’t recommend using it to communicate with individuals on a one-to-one basis as a primary mode.

6. Direct Mail Marketing

The death of direct mail is vastly exaggerated. Research indicates it boasts an average response rate of 4.4%, significantly outperforming email's 0.12% response rate. Also, it can be used very effectively to set the stage for subsequent communication coming from other channels.

7. Websites

When we launched our business seven years ago, we were absolutely convinced that we needed the best website we could afford. We invested enormous effort in getting it right. We still do our best to keep it current, but our attitude about its importance has changed. For sure, prospective clients might quickly check it out to gain a measure of confidence in our credibility. The same applies to nonprofits, particularly those that do not have a well-known brand or national identification. But as social media platforms grow more robust, website traffic is diminishing.

8. Phone Calls

Though sophisticated technology requires steeper investment, we love the simplicity and convenience of telephone conversations. Especially if you know the best times to reach the other party, we highly value conveying core messages and receiving quick responses in a matter of minutes. The reality is it often results in voicemail. That is perfectly acceptable when making stewardship calls with no other agenda aside from thanking donors for their gifts. There is no precise formula on how many messages you should leave after getting no response. At a minimum, you should wait a few days before calling again.

9. Email Marketing

This is a fine way to reach mass audiences on a budget. Organizations can and should continue to use it as part of regular communications such as newsletters, special reports and updates. Do yourself a favor and adhere to a consistent schedule, such as sending your message during the first week of every month.

10. Handwritten Notes

We’ve saved our personal favorite for last. Needless to say, there are limitations on how many you can send. But as a rapid response to emphasize gratitude and excitement, we can’t think of a more personal and emotional method to bond with donors and prospects — even in 2025. Think about it: How many handwritten notes do you receive via snail mail? It will enable your nonprofit to genuinely stand out.

I have intentionally left artificial intelligence off the list. That merits a pro and con discussion on its own.

The more you know about your recipients, the more likely you’ll choose the most effective communication strategy for your supporters. That’s why we recommend establishing communication preferences early on in the friendship building process.

Making assumptions about your stakeholders’ communication preferences can lead you in the wrong direction. For example, many nonprofits conclude that they should never communicate over weekends. However, there’s nothing inherently wrong with making a thank-you call or emailing a quick impact story to donors outside of the typical workweek.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.