Communication materials – Materials one would require to communicate their information, idea, thoughts, work.

The basic communication materials which an organisation requires to communicate its work:

1. Annual Report
2. Brochure
3. Website
4. Appeal letters
5. Visiting cards
6. Thank you letters to donors and friends

Annual Report is a formal and statutory communication material which an organisation needs to bring out.  Annual Reports can be an excellent tool to report to the public.

An Annual Report helps in

• increases awareness about the organisation and the sector.
• fulfils the statutory and moral responsibility of the organisation
• and the trustees.
• helps set standards in reporting.
• builds favourable public opinion.
• builds support.
• establishes credibility.

A good Annual Report  projects organisation to the outside world.

Brochures are a form of visual communication that invite people to interact with the organisation.

A brochure provides information

• to create general awareness
• about our activities, programmes or projects
• about our products, services or ideas

And raise funds

Appeal letters are a clear and effective method of asking people for donations. An appeal is sent to a large number of people and helps in building awareness regardless of the reader’s response. While, the response rate maybe as less as 2%, it is important in building awareness.

Fundraising letters come in several varieties. Informal letters are written to a friend or relative asking for support for your organisation or asking to sponsor you in a fundraising event like a walkathon. Formal letters, on the other hand, are aimed at a mass market, and are usually referred to as a direct mail piece.

Planning and preparation are both extremely important in shaping up a successful appeal. If you think carefully about the following questions, you will find it a much simpler task when you actually write the appeal.

Visiting cards

Most of us hand out visiting cards to just about anybody who shows the slightest interest in our organisations. One could use the reverse of visiting cards, to communicate the work your organisation does, your geographical coverage, your beliefs, just about anything.

A ‘Thank you’ letter is the most important communication tool in fundraising. A well-written letter sent quickly is a stepping stone to a long-term relationship because it is an indication of efficiency and courtesy.

A badly written letter delayed will ruin your organisation’s reputation.

The key elements of a good letter are

1. Addressed personally to the donor. This includes getting address and names correct.
2. Acknowledging the amount given with thanks and with some indication of how the amount will be used.
3. Sometimes in a letter it is good idea to explain why you need to ask for donations.
4. A grammatically well-written letter with no spelling mistakes.
5. Wherever possible, some amount of personal additional content.
6. A responsible person should sign the letter. If the signature is not clear the full name of the person and designation should be typed below.
7. Along with the letter there should be the official receipt of your organisation indicating the tax benefit if any that the donor is entitled.