For non-profit organizations, relationships are key. Many non-profits are concerned about the economy’s impact on fundraising efforts. There’s no doubt that non-profits need to work harder than ever to cultivate strong relationships with key constituents if they are going to compete effectively for donor dollars.
The “Guidelines for Measuring Relationships in Public Relations,” by Linda Childers Hon and James E. Grunig, lists the four components non-profits should use to cultivate strong donor relationships.
1) Control mutuality: Some power imbalance is natural, but the most stable relationship is one where both parties involved have some degree of control over the other.
2) Trust: There must be complete trust between organization and donor. Keeping your promises will allow you to maintain strong relationships with key stakeholders.
3) Satisfaction: Satisfaction occurs when both parties meet or exceed each other’s expectation in the relationship.
4) Commitment: Commitment is the extent to which both parties feel the relationship is worth spending their energy on.
These components will allow your organization to create and maintain beneficial relationships. I want to leave you with a quote by Woodrow Wilson that I believe exemplifies the spirit of non-profits and gives clear reason as to why maintaining strong relationships with donors is necessary:
“You are not here merely to make a living. You are here in order to enable the world to live more amply, with greater vision, with a finer spirit of hope and achievement. You are here to enrich the world, and you impoverish yourself if you forget the errand.” – Woodrow Wilson.
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