Donor communications, is it horses for courses? Does the same message, the same language work for all donors?
I’ve talked about donor communication before, but I’m still seeing and hearing from people about the quality, content and language being used in donor communications.
If you haven’t previously seen some of what I’ve said, here’s a few links that may be of interest:
Who’s Centre of Attention – You or Your Donor
Often regular donors only want to know that what they are doing is making a difference, whereas business donors want to see their return on investment; it’s much the same, but businesses may use more “business speak” to justify support.
General donors are typically happy to know they are making a difference, so talking to them about the successes they have helped you achieve may suffice. Businesses on the other hand may want to see this as investment versus return.
Do you split the information you share, are you using the same “speak” for each, what is the reaction?
Are you even monitoring and adapting based on the feedback from those receiving your updates?
If you are monitoring and adapting, if not, why not?