Your communication strategy is the key to fundraising
If relationships are the key to fundraising, then the foundation of strong relationships is communication.
That means that your clubs communication strategy is actually the most important part of fundraising. We are not talking about the communication strategy surrounding a fundraising event or activity but the clubs regular communication that it undertakes.
So often, the only time people hear from clubs is when the club wants something, either a sponsorship, come to a game, a social event or buy these chocolate frogs. While there maybe a historical relationship between the person and the club, their relationship may not be strong enough for the person to start to participate in the clubs fundraising activities.
Often club’s fundraising initiatives fail because they can’t get enough people to attend or participate and the club will put the failure down to the event being wrong or that nobody was interested. Often the problem was not with the event but with the fact the club did not have a large enough audience of engaged people willing to give up their time or money.
Not only does a club need have a relationship with a person before they are likely to contribute to the clubs fundraising but they need to have created a strong sense of belonging to the club between the individual and the club.
A communication strategy from a club, consistently providing news and information about the club to its audience is vital to creating as ense of belonging, particularly with those not actively participating in club activities on a daily basis.
Maslow’s hierarchy of needs
Abraham Maslow was a famous American psychologist who released a theory in 1943 to explain human motivation. This theory is known as “Maslow’s hierarchy of needs”.
Humans want to belong to something. It is how we are programmed. Successful fundraisers understand this concept and are continually seeking to build a sense of belonging between themselves and as many individuals as they can.
From a fundraising perspective, when people feel like they belong to your club they are much more likely to assist you to achieve your objectives, not just fundraising objectives but any objective.
Consistent, regular and interesting communication builds, over time, a strong sense of belonging with its audiences.
Communication generally is received as information and if done well, creates engagement, relationships and finally a sense of belonging.