How Communication Professionals Can Help Charity Fundraising

Financing the 1.5 million nonprofit organizations in the United States requires great effort. To sustain their operations, nonprofits need to rise above and spark an interest in potential donors such as philanthropic foundations, private individuals, or grants. This can only be done by having a clear and unified message of the organization's vision and objective.

The link between communication and charity fundraising

Communication is central to the success of all charitable endeavors. Because fundraising relies on a constant stream of support from external partners and individuals, there is a need to strengthen your charity's core message, which your funders believe in and endorse. In fact, the Bureau of Labor Statistics reports that there are 89,000 public relations and fundraising managers in the United States, a number that will even rise at a rate of 13% in the next decade. These professionals enhance organizations' public image and bring donations and funds for sustained operations. The increasing importance of communication in nonprofit organizations is evident in how sociology programs have adjusted their curricula. Now, these programs focus on strategies that allow professionals to communicate new ideas and help drive progress in their focus areas. They also have options to specialize in strategic communication and leadership, which will shape future professionals' paths and let them lead social change.

Having a broad social perspective through studying different ideas of development, social patterns, and community challenges allows experts to put across messages with depth and meaning. These skill sets and knowledge bases will enable professionals to create a good story and leverage communications dynamics in business and nonprofits. Charity fundraising, in particular, relies on good storytelling to create substantial content that can strike a chord with potential donors.

How communication professionals can help in fundraising efforts

1. They know how to expand your networks

Communication professionals, with years of experience in the field, have extensive networks they can tap into for any objective your fundraising program wishes to achieve. Their professional networks include other communication experts, different press outfits, local and international funders, researchers, and academia. Charity organizations know all too well that these networks are valuable in communicating their message and reaching their target audiences. For example, nonprofits in the disaster management field can expose the communities' dire situation with the help of field reporters to raise funds for disaster-stricken areas. Getting the expertise of a communications professional includes unlocking a vast network of contacts that can fit your charity's needs.

2. They can create a strategic communications plan

Communication strategies of a charity can vary greatly depending on the cause you're supporting and your target audience. Your economic reality as an organization determines the scope of your communication action plan. Budget constraints can inevitably limit the success of your fundraising program. This is why it is imperative to consult with a communications professional to maximize your impact and align your fundraising objectives with your work. A communications expert knows how to use frameworks, such as Research, Ideate, Develop and Evaluate (RIDE), to drive your fundraising impact outward in a calculated manner.

3. They will choose your medium carefully

With the rise of new forms of media, charity organizations can struggle to keep up. Balancing marketing with fundraising can be a tough challenge, and this is a gap in expertise that communications professionals know how to fill. These experts know how to harness the power of both traditional and social media to reach a wider audience for your fundraising efforts. For instance, they know how to run campaigns on platforms such as Facebook and Instagram, and promote digital events such as raffles or online auctions to target individuals that are most likely to donate to your cause. They also have experience generating reports from these websites, so you have a detailed understanding of your fundraising program's impact and where you can improve.

Good communication is essential in all aspects of charity work—whether you're trying to raise awareness for a cause, gathering funds for a project, connecting with hard-to-reach communities, or mobilizing your volunteers. To this end, communications professionals can further your cause and help you achieve your objectives through sustainable fundraising programs.