Nine Ways to Communicate Effectively with Supporters

Communication is the key to successful fundraising. Getting your message out there and heard by as many of the right people as possible is the lifeblood for any organisation that wants to thrive in these tough times.

1. Tie your communication channels together: if you're sending out a big postal mailing campaign, consider first of all sending an email introducing the campaign. When you're talking to a donor on the phone, let them know that they can also donate via your website. Email those who traditionally make their donations offline (through cheque / cash), to make them aware of the online options open to them - and what the advantages of donating online are (fast, secure and easy).
2. Turn your campaigns and marketing into a conversation: rather than just sending a bland request for support, instead figure out a way to involve your supporters - solicit their feedback and opinions, make them feel indispensable!
3. Be accountable: transparency has never been more important. Make sure you give your supporters a clear indication of how and where their donations will be put to work.
4. Let your name ring out: what good will it do you to design a compelling new campaign / website / message, only to then discover that nobody knows it even exists? It's crucial in this media-savvy age to optimise your communications. So, talk to your IT guru about search engine marketing and about adding quality links to other websites (all of which boosts your Google profile). Read more about search engine optimisation here.
5. Target your message to the right people: don't just send out your communications with a scattergun approach, with one email going to all people. Analyse your database / contacts, and try to figure out how you can break it down into sub-categories (e.g. by occupation or by organisation type), and then construct compelling messages that will appeal seperately to each of these sub-categories.
6. Editing and proofing are paramount: so, you've got your message down pat and you're eager to meet that deadline - well, that's great. But, have you really considered the text of what you are sending? Have you asked a trusted colleague to proof it for grammar and tone? If not, you're in danger of making a big mistake. A broken link, for example, doesn't just look amateur - it also can cost you a donation / support. Develop a work-flow for each form of communication you are sending out: you write it, then a colleague edits / proofs it, and then you send it.
7. Ask your supporters to spread the word: it does no harm to ask everyone you know - and their aunt - to tell their colleagues, friends and family about your new campaign. People like to feel involved, so give the people what they want!
8. Don't miss an opportunity: if you're soliciting donations, make sure you include an option by which supporters can also sign up for a monthly standing order / direct debit option.
9. Inspire and give thanks: pep your supporters up - let them understand the difference their donations make and let them know how grateful you are.