Strategic Fund Development: Building Profitable Relationships That Last, Third Edition

Relationship Building through Communications

Communication is central to developing relationships. Communication is two-way, otherwise it isn’t communication. You transmit your ideas, information, and feelings to others; they share the same with you. You seek information and perspective from others, valuing their input; they do the same with you.

Communication implies understanding on the part of the person you are communicating with. Communication is information received and, hopefully, acted upon. The effectiveness of communication can be evaluated only after the fact. If the recipient of the communication acts in the way you intended, there was communication. If not, there was only information.

Through communication, you invite people into your organization. You invite them to use your service, to give you time or money. You position your organization by communicating your distinct niche within the community.

Communication is more than a fundraising brochure, your newsletter, the annual report, or posters for an event. Communication includes things like: your conversation at board meetings; the structure and content of formal meetings and informal gatherings; casual conversations with colleagues, clients, and donors; gossip and official memoranda. Effective communication translates information into knowledge and knowledge into learning. And learning produces change. Effective communication helps build a strong organization.

Fund Development Must Communicate Better

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