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Healthcare Organizations

Dynamics of Development Communication

This six-hour workshop is designed for communications professionals who spend at least part of their time working on development and fundraising communications, and development professionals with communications responsibilities. Participants gain a better understanding of donor motivation and new insights into how to design communication that attracts donors, builds their emotional commitment, and, ultimately, inspires giving.

Syllabus

Pre-work
An online personality profile assessment tool and a request to bring examples of recent development communications to the workshop for analysis.

Introduction
An overview of the workshop, including the important role communication plays in supporting development goals and objectives.

Understanding Donor Perspectives
Participants gain new insight through an examination of philanthropy from the donor’s viewpoint and five key donor perspectives that motivate contributions.

Building Commitment through Communications
Participants explore the Donor Commitment Continuum, its six phases of commitment, and how it applies to the strategic design of development communications.

Adapting to Personality Profiles in Communication
Participants are introduced to the four cornerstone behavioral traits and how to appeal to each in development communications.

Planning for Action
Participants apply new knowledge and skills to increase the effectiveness of their organization’s development and fundraising communications.