The friendship lens

March 4, 2013

All promotion, marketing and communications efforts are designed to increase your value proposition and spur positive action. They’re based on telling people important things about your organization.

Donor communications are a little different. Donor communications are about relationships. They work best when we share instead of tell… when we consider what the donor is interested in, not just what we want them to hear. 

Think of it like this. That friend who only talks about himself vs. the friend who brings something to the relationship. You’re willing to keep the second for life.

Ask yourself these questions before you craft your next letter, e-mail or facebook post:

What’s in it for them?
If you were sharing this with a friend, how would you say it?

It’s an easy way to build a donor-centric mindset inside your organization — and retain more donors along the way.