case16 communications for lasting donor relationship

Better Communications for

Long-Lasting Donor Relationships

Marc C. WhittDirector of Philanthropy Communications

University of Kentucky

Better Communications for Long-Lasting Donor Relationships

It promotes the welfare of others while encouraging people to give generously and selflessly to worthy organizations and causes.

Philanthropy represents the best of humankind:


Some have described philanthropy as the “love of humanity.”

Philanthropy is about real people with genuine dreams who desire a better world.


Communications that is compelling can and does play a critical role igniting philanthropists’ interest and desire for support.


1. Supports and advances the mission, strategic plan of your institution

2. Strategically supports fundraising by establishing clear communication goals and objectives – process benefits both internal parties and external constituencies

3. Helps establish and maintain organizational credibility and builds awareness

4. Promotes unified message and identity – supporting organization’s brand

13 Critical Roles Philanthropy Communications Plays within Our Institutions


5. Brings together engaged participants (supporters) by focusing them on action items, progress, success stories

6. Promotes a clear call to action for funding and volunteer support

7. Builds and strengthens internal and external relationships and rallies people to support cause, campaign

8. Furthers the much-needed transparency a discerning public demands of an organization – reinforcing donor confidence




9. Magnifies key institution messaging points, thus furthering an understanding and support for culture of philanthropy

10. Prepares donor-centric, benefits-driven messaging through multi-channel communication and marketing strategies

11. Amplifies social media-based messaging and engagement with internal and external audiences.



12. Sparks media interest for institution and its future plans

13. Aligns and syncs philanthropic messaging across institution


• Communication Directors favor Community Engagement (59% / 47%) and Brand Awareness (61% / 32%)

• Philanthropy/Development Directors favor Donor Acquisition (79% / 45%) and Retention (85% / 45%)

• Donor Retention has been rising as a goal among Communication and Philanthropy/Development Directors

• How can communication strategies better align with Donor Retention and Community Engagement goals?

Goals Vary between Communications Directors and Philanthropy/Development Directors

Source: 2016 Nonprofit Communications Trend Report


• Integrated teams where marketing and fundraising staff work together are four times more likely to feel directly responsible for fundraising goals.

• Members of integrated teams were twice as likely to feel responsible for community building and engagement goals.

Who Feels Responsible for Fundraising and Community Engagement?

Source: 2016 Nonprofit Communications Trend Report


• We are about collaboration.

• Philanthropy Communications offers College philanthropy and communications staff individual consultation.

1. Maintaining frequent, consistent interaction

2. Demonstrating sincere interest in College’s strategic plan

3. Developing philanthropic communications and marketing projects

4. Promoting consistency with University-wide philanthropic messaging

5. Assisting with philanthropy comm training

UK Philanthropy’s Communications Unit is Prepared to Assist!


• Allow us to be jointly engaged partners via frequent, consistent interaction. This builds trust.

• Engage with us via social media.

• Share your fundraising news and stories.

• Repurpose content so we may share.

• Keep us informed via e-newsletters, news releases, publications and frequent one-on-ones.

How May UK’s College Philanthropy and Communications Officers Assist UK Philanthropy?


• Communication and Philanthropy/Development officers must be excellent dance partners who trust one another with each step, dip and twirl.

• As professional communicators, we must be superb storytellers who effectively share and not talk at.

• If our messaging excites, engages, delivers and achieves what we promise donors and prospective donors, they will support us.But we must deliver on that promise.

• Planning is not an option. It is essential.

Takeaways


• We must never assume our constituencies understand who we are and how lives are transformed by what we do.

• Philanthropy is about real people with genuine dreams who desire a better world through their shared resources for the investment in others lives.

• We have critical roles. Make a marked difference each day for your college or university.

Takeaways

Questions?

case16 communications for lasting donor relationship

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