My friend Kathryn recently joined a local non-profit board, on which I used to serve. She asked if for ideas for improvement, so I shared one. As a former board member, donor, and major supporter of the cause, it seems logical that I would receive frequent updates in the form of newsletters (online or in the mail), invitations to events, and other information. Because I do not, they are missing out on additional support—monetary and otherwise, that I could be providing, if only they were top-of-mind. As far as I know, they don’t even exist anymore!

This non profit organization’s outreach needs a lot of improvement. How about yours? How many supporters do you have who feel like I do? Who don’t hear from you enough?

As a non profit director or manager, you serve two masters (or mistresses, as the case may be!): your clients and your support base. To under serve either is a misstep. So, take a look at your outreach efforts:

• How often do your supporters hear from you? If it’s just once a year when you ask for a donation, consider increasing the frequency of your contact–and your message.
• How do your non profit’s supporters prefer to be contacted? You may be mailing printed newsletters to super-green folks who hate junk mail and wish you’d provide an online newsletter delivered to their email boxes.
• What are you sharing with your supporters? Believe it or not, they want to hear what you’re up to! Share success stories. Profile a client, employee, or volunteer who deserves praise. Communicate a particular need. You may be surprised at the response you receive!
• Are you saying “thank you?” If you let your supporters know that you appreciate their past support, they will be more likely to give again—whether it is of their time or their money.

What is your community saying about your charity? You can have thousands of fans and evangelists for your cause, who tell everyone they know about the work of your non profit origination, or you can have people who say nothing—because they simply don’t have any information to share. Give people something to talk about—keep your donors, volunteers, and former board members informed!

Tags: Charity Fundraising, Donor Communication, Nonprofit Management, Nonprofit Organization, Nonprofit Outreach

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