The Start Of A Great Relationship

Susan Ross

A great relationship doesn’t happen instantly. Great relationships take a lot of work. Make sure you are doing your part in developing and maintaining great relationships with your constituents.

Start with a Great First Impression


You wouldn’t walk up to a stranger on the street and ask him to be a great supportive friend—you have to work hard to get to that stage of a relationship. Sadly, many nonprofits start a relationship with prospective donors by asking for a donation and are confused when the communication does not turn into a great long-lasting relationship.


Instead of starting with a call to action to donate, start with an introduction. Say hello and introduce the prospective donor to you and your organization and its mission.

Build Great Relationships with Great Communication


Once you have properly started off the relationship, build on that initial introduction with a great communication strategy. A great communication strategy not only includes the right communication method but the right message in each communication. For most organizations, email is one of the most effective methods used to communicate with donors. By regularly reaching out with great content and strategic calls to action, you can build a stronger relationship with your supporters, turning them into loyal donors who give more over time.

Making a Great Message Memorable


Want to really make your message connect with your supporters? Tell them a story and make your supporters part of the story! Research has shown that people are more likely to emotionally connect with and remember a story over other forms of information. Think about what you want to convey, and build a story around it. Donors relate more to stories about specific people or events than to statistics. Use your emails to paint a vivid picture that donors will remember when it’s time to give or engage with your organization—and remember to make your supporters part of the story.

Learn How to Write Great Emails


In our new three-hour instructor-led course, Best Practices: Email Communications, we examine best practices for writing and sending emails.