Communicate your fundraising message

Why should we?

There are a number of reasons why all voluntary organisations should take this seriously:

1. More money is needed to expand work and public communications and fundraising could produce considerable income.

2.  The public is on the whole very ignorant of social and development problems. They should be informed of the issues. The best people to inform them are committed groups, associations and voluntary organisations. If the 'public' are informed and are asked to support, a significant number will give financial and other forms of support -provided they are convinced of the integrity and competency of the group requesting support.

3.  If financial support is received from the public, organisations will be more independent. And if the groups are more independent the government and the corporate sector will be more ready to listen to what groups, associations and voluntary organisations have to say.  (At the moment too many organisations are dependent on foreign funds or Indian Government grants and are therefore not free to speak out.)

4.  A supporting public if they understand the issues, can become a campaigning force and will stand up for the work, issues or the concerns.

5.  If voluntary organisations raise funds from the public they will be more careful about how money is spent. They will also pay greater attention to being more effective and to recording and communicating achievements.

6.  Voluntary organisations will be become more accountability and there will be greater transparency. (At the moment too many organisations can be accused of being secretive about their work and their sources of income.)

7.  If the public does not hear the ‘voice’ of the voluntary sector and the people they serve… the public will only hear what the government decides to say about social and development problems and needs.

Basics of communication

Good communication lies in

• Defining and understanding your target audience
• Clear writing or speaking using straightforward language
• Having a basic structure of introduction, body and conclusion
• Simple layout and design
• Quality presentation or printing

Who – the audience

What – the message

How – the medium

When – the timing

Whom to communicate - Every body

• Trustees, board, members, staff
• Families of the above
• Visitors (visitor's book)
• Donors
• Media personnel
• Cooperating NGOs
• Government personnel
• Beneficiaries
• Public at a large

Methods of communication

• Visiting cards and letterheads
• Making phone calls
• Making presentations
• Writing letters
• Distributing brochures, leaflets, inserts and appeals
• Putting up posters, banners and hoardings
• Bringing out a newsletter
• Publishing an annual report
• Organising a campaign
• Using the mass media: newspapers and magazines, radio, TV
• The Internet: e-mail, e-newsletters, website