Institutional-Based vs Donor-Based
Communication
One of the biggest mistakes we can make in our communication is to talk too much about ourselves. It is much more productive to talk about our donor's relationship with us rather than the other way around. In other words, we should communicate with our donors in a way that empowers "their value" to our organization rather than talking about how great our organization is all the time.
It is far more important to let our donors know what "their dollars" are accomplishing through our organization rather than talking about our own accomplishments. This is the difference between "institutional-based" communication and "donor-based" communication.
Here is an example of the difference:
Institutional-based:
This year, the XYZ Foundation has provided housing assistance to over 10,000 families.
Donor-based:
This year, your support has provided housing assistance to over 10,000 families. The XYZ Foundation thanks you for caring about our mission!
See the difference? When an understanding is gained of the profound difference in these two communication philosophies, we will have much more impact in moving our mission forward. It's difficult for many non profit leaders to grasp this. But when we harness the understanding of it, great things can happen and forward momentum can be achieved.
