Nonprofits have a wide array of supporters and advocates. No two constituents are alike. They all have unique interests, habits, giving patterns, and varying ways they like to communicate, and be communicated with.

Based on this assumption, that no two donors are completely alike, it only makes sense that the nonprofit should communicate with each person in the most appropriate way.

Some people love surveys while others hate them. Some people love to volunteer while others avoid it like the plague. And some people like to attend banquets and social events while others don’t. And then, to top that off, each supporter has her individual preference for online, social or direct mail communication.

Whatever the case, it behooves the nonprofit to know the individuality of each constituent and then to honor that uniqueness. It just makes sense to communicate the right message in the right format according to each person’s preference. The key is to do this with an eye on what will build the best and most enduring relationship with the supporter while doing it in the most cost effective manner.

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