A major donor’s view on good communication for all donors
Lisa Greer, 2020
Communications experts worth their salt will tell you that the most important thing you can do, after determining the goals and objectives of your communications, is to know your target audience. For fundraisers, that audience is donors.
‘Always make the audience suffer as much as possible’ was [film maker] Alfred Hitchcock’s motto, and as anyone who’s seen [his horror-thriller film] The Birds will attest, it worked like a charm. I’m sure it’s nobody’s intention to reprise that motto in the full-hearted world of fundraising. Still, a great many donors are uncomfortable with how the organizations they support are communicating with them, ...
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