Fundraising communications begins with the preparation of an internal document known as a case statement or case for support. This document becomes the resource for all your fundraising communications.
Generally, there are three basic communication strategies that are used in fundraising. The method of fundraising determines which combination of these strategies that you choose:
- Face to Face Meetings - This is the most effective way to solicit larger donations and sponsorships. Meetings with people and making presentations is the method used in capital campaigns, planned giving, door to door campaigns and in sponsorship sales.
- Direct Communication to a Mass Audience - Methods of communication that are directed at specific people but are replicated so that many people are contacted in a short period of time include direct mail, email, and telephone.
- Mass Communication - Forms of communication that reach a mass audience, such as newspaper, television and radio, are usually used to support other types of communication rather than make solicitations. However, there are a few exceptions, such as lottery ticket sales, which are advertised to the general public.
Some forms of fundraising require strategies that are essentially hybrids of two or more strategies. As an example, grant applications are a form of indirect or mediated communication but are very targeted, so materials similar to those used in a capital campaign, such as a specific proposal, would be used. Door to door campaigns require face to face meetings with people but the material used would be similar to the material used in a direct mail campaign.
Let's take a closer look at the type of communication materials that need to be developed for these different types of communication strategies.
Communication Materials that Support Face to Face Meetings
Capital Campaigns
Since a capital campaign is organized to make individual presentations to high potential prospects, communications material that support these presentations is required. Usually there will be a printed piece of literature such as a brochure, often placed in a folder with a specific proposal and supporting material such as a pledge form, standards chart and annual report. A PowerPoint presentation or video may also be used, especially if presenting to a small group.
The material must contain the organization's name and address, state clearly what the money is to be used for, and have the charitable registration number in a prominent, unobstructed position. This package of printed material may be prepared in-house if the resources are available, but usually requires the services of an ad agency or graphics art firm. A complete package of material may cost between $5 and $10 per copy.
An organization may also design a website especially for the campaign or create a special part of its website for the campaign, and after the public launch of a campaign, support the individual presentations with media advertising.
Door to Door Campaigns
Each canvasser must have a brochure that describes the cause, and contains the charitable registration number and other information, according to government regulations. The brochure is usually not very extensive, such as a small pamphlet that contains some basic information. Canvassers may have the ability to issue receipts at the door and may also give people return envelopes to give donors the option of sending in the donation later. Door to door campaigns are often supported by media advertising, to make people aware that the campaign is happening and to urge them to be ready with a donation when the canvasser calls.
Strategies that Require Direct but Mediated Communication
Government Grant Applications
Specific printed material is not required to make a grant application, rather, the applications usually must be prepared from scratch according to the criteria of a particular program. It is necessary to find out what the criteria are before making the application. Some programs will have forms on-line that can be filled out and sent in. Inclusion of supporting documents, such as an annual report or financial statements are often a requirement of the application.
Corporate and Foundation Grant Applications
Similar to government grant applications, corporate and foundation grants require specific proposals and presentations to be created for each solicitation. The content of the proposal is determined by the requirements of the prospect and the description of the need of the organization. The proposal may be supported by documents such as an annual report or reference to the organization's website.
The proposals are usually prepared by an organization's staff. There are also freelance grant writers available. Resources to aid in proposal preparation can be found online. You may wish to review the grant application requirements of a foundation or a corporation to be reminded of what should be included in a proposal or application. In some cases, a PowerPoint presentation may be given in support of the application.
Direct Mail
Obviously, you need a letter to do direct mail. But there is more to it than just a letter. You must decide if the letter is going to be individually addressed or unaddressed. Or you may send an appeal that is not in letter form, such as a postcard or small package.
The design, graphics, envelope, and return card and envelope all can affect the response rate of the mail campaign. Unlike grant applications, a lot of attention must be paid to attracting attention and getting the prospect to open the letter.
Costs can vary widely, from $.12 per copy to print and distribute an unaddressed bulk mailing, to $1.50 - $2.00 per copy for a nicely produced, personally addressed package. The choice will depend on the audience. Email is becoming a viable alternative to paper mail, but you must have a method of gathering a database of email addresses before the campaign can begin. Privacy legislation must be obeyed or the organization can risk losing its charitable registration status.
Some examples of direct mail appeals can be found on the websites of copywriters or direct mail companies. As with all fundraising communications, the letter or brochure that is used must contain the name and address of the organization, it's charitable registration number and a description of how the funds raised will be used. In some cases, telephone follow-up to the mailout will increase the response.
Methods of Fundraising that Use Media Advertising
Gaming
Lotteries and raffles require materials that must comply with the regulations. Tickets and promotional materials, including websites must be designed to include information such as odds, license number, prizes, rules, and of course the name of the organization.
Tickets are sold using a variety of communications strategies including media advertising, direct mail, websites, and direct methods, such as a booths in malls or hospital lobbies. Costs of advertising a lottery can be very high, and an estimate of the budget for the costs must be included in the application form for a gaming licence.
Special Events
The communication strategy for special events is usually two-fold. First, there must be a strategy and materials to advertise the event and sell tickets. Ads in various media or a letter to previous ticket buyers are effective strategies. Second, there must be a communication strategy and materials for getting the organization's message across at the event itself. Materials like programs and other handouts can be important, or you may choose to put up a display or show a video. There are as many options as there are types of events.
Sponsorships are usually sold one-on-one to the marketing managers within corporations. A proposal similar to what you would use in a capital campaign is appropriate. The facility or event should be described, along with the various options for sponsorship. The person selling the sponsorships must get appointments to make the presentation and letters and telephone calls are typical strategies used to arrange these meetings. Sponsorship information may also be on the organization's website.
