1. Better Communications for
Long-Lasting Donor Relationships
Marc C. Whitt
Director of Philanthropy Communications
University of Kentucky

2. Better Communications for Long-Lasting Donor Relationships
It promotes the welfare of others while encouraging
people to give generously and selflessly to worthy
organizations and causes.
Philanthropy represents the best of humankind:

3. Better Communications for Long-Lasting Donor Relationships
Some have described philanthropy as the
“love of humanity.”
Philanthropy is about real people with genuine dreams
who desire a better world.

4. Better Communications for Long-Lasting Donor Relationships
Communications that is compelling can and does play
a critical role igniting philanthropists’ interest and
desire for support.

5. Better Communications for Long-Lasting Donor Relationships
1. Supports and advances the mission, strategic plan of your
institution
2. Strategically supports fundraising by establishing clear
communication goals and objectives – process benefits both
internal parties and external constituencies
3. Helps establish and maintain organizational credibility
and builds awareness
4. Promotes unified message and identity – supporting
organization’s brand
13 Critical Roles Philanthropy Communications
Plays within Our Institutions

6. Better Communications for Long-Lasting Donor Relationships
5. Brings together engaged participants (supporters) by focusing
them on action items, progress, success stories
6. Promotes a clear call to action for funding and volunteer support
7. Builds and strengthens internal and external relationships and
rallies people to support cause, campaign
8. Furthers the much-needed transparency a discerning public
demands of an organization – reinforcing donor confidence
13 Critical Roles Philanthropy Communications
Plays within Our Institutions

7. Better Communications for Long-Lasting Donor Relationships
13 Critical Roles Philanthropy Communications Plays
within Our Institutions
9. Magnifies key institution messaging points, thus furthering an
understanding and support for culture of philanthropy
10. Prepares donor-centric, benefits-driven messaging through
multi-channel communication and marketing strategies
11. Amplifies social media-based messaging and engagement with
internal and external audiences.

8. Better Communications for Long-Lasting Donor Relationships
13 Critical Roles Philanthropy Communications Plays
within Our Institutions
12. Sparks media interest for institution and its future plans
13. Aligns and syncs philanthropic messaging across institution

9. Better Communications for Long-Lasting Donor Relationships
• Communication Directors favor Community Engagement (59% /
47%) and Brand Awareness (61% / 32%)
• Philanthropy/Development Directors favor Donor Acquisition
(79% / 45%) and Retention (85% / 45%)
• Donor Retention has been rising as a goal among
Communication and Philanthropy/Development Directors
• How can communication strategies better align with
Donor Retention and Community Engagement goals?
Goals Vary between Communications Directors
and Philanthropy/Development Directors
Source: 2016 Nonprofit Communications Trend Report

10. Better Communications for Long-Lasting Donor Relationships
• Integrated teams where marketing and fundraising staff work
together are four times more likely to feel directly responsible
for fundraising goals.
• Members of integrated teams were twice as likely to feel
responsible for community building and engagement goals.
Who Feels Responsible for Fundraising and
Community Engagement?
Source: 2016 Nonprofit Communications Trend Report

11. Better Communications for Long-Lasting Donor Relationships
• We are about collaboration.
• Philanthropy Communications offers College philanthropy and
communications staff individual consultation.
1. Maintaining frequent, consistent interaction
2. Demonstrating sincere interest in College’s strategic plan
3. Developing philanthropic communications and
marketing projects
4. Promoting consistency with University-wide
philanthropic messaging
5. Assisting with philanthropy comm training
UK Philanthropy’s Communications Unit is Prepared
to Assist!

12. Better Communications for Long-Lasting Donor Relationships
• Allow us to be jointly engaged partners via frequent, consistent
interaction. This builds trust.
• Engage with us via social media.
• Share your fundraising news and stories.
• Repurpose content so we may share.
• Keep us informed via e-newsletters, news releases, publications
and frequent one-on-ones.
How May UK’s College Philanthropy and
Communications Officers Assist UK Philanthropy?

13. Better Communications for Long-Lasting Donor Relationships
• Communication and Philanthropy/Development officers must be
excellent dance partners who trust one another with each step, dip
and twirl.
• As professional communicators, we must be superb storytellers
who effectively share and not talk at.
• If our messaging excites, engages, delivers and achieves what we
promise donors and prospective donors, they will support us.
But we must deliver on that promise.
• Planning is not an option. It is essential.
Takeaways

14. Better Communications for Long-Lasting Donor Relationships
• We must never assume our constituencies understand who we
are and how lives are transformed by what we do.
• Philanthropy is about real people with genuine dreams who
desire a better world through their shared resources for the
investment in others lives.
• We have critical roles. Make a marked difference each day for
your college or university.
Takeaways

15. Questions?