Nonprofit improves communication with funders to encourage giving

Challenge

A major human services organization was losing annual gifts from smaller foundations that assumed their contributions were no longer vital to the organization.

Methods

Access Philanthropy interviewed leaders of more than 50 smaller foundations. We determined that there was a communication gap that needed to be bridged. In order to continue giving, the funders had to hear that their gifts were both appreciated and important to the organization’s financial well-being.

Results

The organization’s marketing and communications department began handling the correspondence with small foundations. They had the resources and skills to consistently communicate about issues that were important to the funders. The responsibility for small-foundation fundraising was shifted to their individual donors department, which uses a more personal, specialized approach when reaching out to donors.