The New Formula: R + M = IR2

• Communication strategy

For most nonprofits, their mass-market communication programs are the primary method of reaching donors and providing information about the organization, the mission and opportunities to engage. However, due to the silo-based structure of most charities, there is very little integration and collaboration across the various programs. It is imperative to understand the organization's "story" that is being told — and each program, each touch represents a fraction of the full story. Organizations need to know what the overall communication experience is with their donors. Is there visibility into all of the communication constituents receive? Are messages across channels complimentary or competitive? Are relationships being enhanced with one touch and degraded with another touch? How much is "too much" communication, but more importantly, is the communication really resonating with donors and driving maximum commitment?