PERSPECTIVE on FUNDRAISING by Kelvin Miller, Communicator

Fundraising is critical to the success of any nonprofit. Donors are the backbone of a program's mission and its expansion. Identifying benefactors can be difficult and keeping them engaged with your program even more so. Adding to the challenge is the need to keep fundraising costs at a minimum in order to maximize program resources.

So how do you do it? It takes money to make money, right? The key to unlocking fundraising efficiency starts with your message. It must be clear, it must be creative, and it must be concise. Make it clear. Donors must understand your program, your needs and your goals. Don't cloud your message with extraneous words. Make it creative. Show your benefactors something they've not seen before so they become engaged, enthused, and motivated to give. And make it concise. Don't belabor the obvious. Analyze your message to ensure your fundraising pitch is effective and efficient.

And remember, don't be afraid to ask for advice. Input from colleagues or communication experts could add an essential perspective.