By Barbara Anne Stephens
I am willing to admit that the first computer I ever saw was a huge main frame in the computer area of Trinity University (and it was years following my own matriculation at the University in the Sun). At that time, I could not have imagined the impact that development of the microchip would have on my daily life. I have recently become a devoted fan of texting and I have the thumbs to prove it. But monumental, life-changing technological advances cause me to reexamine their place in our professional lives.
No one will dispute that development professionals have a myriad of communication tools available to us. We can email, we can text, and we can tweet. We still use direct mail with positive effect. We can telephone and we can Skype and, of course, we can have face-to-face meetings with our donors. Our dilemma is choosing the appropriate means of communication.
The team at Bacon Lee & Associates would like to initiate some discussion around this topic. We will share our perspectives in this newsletter and we encourage you to weigh-in on the discussion by using our blog.
Case in Point: You must secure a volunteer chairperson for a fundraising event. You communicate occasionally with your first-choice for event chairperson (who is also a donor) by email. Is it wise to use email to communicate your needs to the prospective chairperson?
Our Point of View: Your choice of communication method may indicate the importance of your request. Fundraisers agree that a face-to-face “ask” is most effective statistically but it certainly requires more time. Consider your personal relationship with the prospective event chairperson when choosing a form of communication. Remember it is easy to type a two-letter response to an email request – “no.”
Case in Point: Your organization wants to increase the potential donor base focusing on the 20 – 40 something age group. Is it wise to develop a slick direct mail piece to invite their participation?
Our Point of View: If your organization has many Facebook friends, you might consider posting your invite. It is clearly an economical choice and it may be the most effective choice. Creating “buzz” about the event among young adults using their communication forum of choice helps you achieve your goal.
Case in Point: You are keenly interested in a job that has been posted to an Internet website. Your marketing skills allow you to add interesting design features to your resume. You want to be noticed. Is this a good idea?
Our Point of View: Consider the professional who is reviewing your documents. Clarity trumps cleverness for the recruiter. Read the job description carefully and consider using words that the NPO has chosen to describe the candidate they are seeking in the body of your cover letter and/or resume. Provide a personal email address and cell phone number. Using your current employer’s communication equipment can be compromising.
Case in Point: You have an interview with a recruiter. How should you communicate with the recruiter?
Our Point of View: You’ve cleared the first hurdle. The recruiter believes that you have a strong resume and cover letter. Now is the time to shine. Reconfirm your appointment by telephone to the assistant or by email. Use the Internet to research the potential employer. GuideStar is an important tool for NPOs. Telephone colleagues who may be willing to discuss the opportunity. Pay attention to nuanced responses. Prepare a list of questions regarding the job and the organization. Avoid letter-writing campaigns supporting your candidacy. Some Board Members have negative responses to pressure. An email “thank you” note following the interview is acceptable; however, a personal hand-written note is still the gold standard in etiquette.
Case in Point: You have an appointment with a donor. You’ve recorded it on your Blackberry but it did not reach your computer calendar. You miss the appointment. What do you do?
Point of View: Mistakes happen with or without the use of technology. We are all human! When a mistake happens in your life, don’t assign blame to technology. Own the mistake, ask for forgiveness and learn from the error.
The impact of advancements in communication technologies cannot be denied. The Arab Spring, the Tea Party movement and the recent Occupy Wall Street gatherings are dramatic evidence of this fact. These technologies also impact our professional lives. The team at BL&A does not have all the answers, but we want to open the dialog by providing these observations and by reminding professional fundraisers that we do our best work when we are donor-focused.