Over my 20 years in the non-profit sector, I’ve repeatedly run into one problem: communications vs philanthropy. Organizations often treat communications and fundraising as two separate departments with two very different jobs.
Technically, that’s true.
Strategically, it’s one of the biggest mistakes a nonprofit can make.
Communication isn’t simply about posting on social media, designing brochures, sending newsletters or “making things pretty.” Its role is much bigger than that. Great communications tell stories that make people care. It builds awareness, establishes credibility, and helps people understand why your organization’s work matters.
Before someone donates, volunteers, attends an event, or becomes an advocate, they first need to know who you are—and more importantly, why they should care.
That’s where communications shines. But often where they are left out.
Compelling storytelling creates an emotional connection. It introduces your mission through the voices of the people you serve, celebrates the impact of your donors and volunteers, and consistently demonstrates the difference your organization is making. Every story, video, article, and social media post helps build trust and keeps your mission top of mind.
But awareness alone doesn’t raise money. That’s where fundraising comes in.
Fundraising takes the awareness that communications has created and transforms it into meaningful relationships. Fundraisers engage prospective donors, learn what inspires them, invite them to invest in the mission, and then steward those relationships long after the gift has been made.
Think of communications as filling the top of the funnel and fundraising as guiding supporters through the rest of the journey—from interest to engagement, from engagement to investment, and from investment to impact and retention.
The challenge is that too many organizations still operate in silos.
I’ve seen fundraising teams spend months developing a campaign, only to involve communications a week before launch with a request to “promote it.” At that point, communications is executing tactics instead of helping shape strategy.
Imagine the difference if communications were involved from day one.
What if they understood the campaign objectives before they were finalized?
What if they knew exactly who the ideal donor was?
What if they had the time to develop stories that aligned with donor motivations instead of rushing to produce campaign assets?
When communications understand the fundraising strategy, it can create content that intentionally moves people through the donor journey—not just informs them.
Likewise, fundraising benefits enormously from communications’ understanding of audience engagement, storytelling, brand positioning, and content performance.
Neither function exists to support the other. Instead, both exist to serve the organization’s mission.
When I come on board with an organization, I don’t ask, “How can communications help fundraising?” I ask, “How can communications and fundraising work together to create the best possible experience for our supporters?” And then I work from there to make this our priority.
When those two teams collaborate early, share common goals, and measure success together, the results speak for themselves: more engagement, stronger donor relations, more effective campaigns, and ultimately, greater impact for the communities we serve.
Communications create believers. Fundraising invites them to become partners in the mission.
Neither succeeds to its fullest potential without the other.
How does your organization ensure communications and fundraising are working together rather than operating in silos?
Mike Leland is Principal, Linked Creative. As a senior executive with close to 25 years experience helping non-profit organizations advance their mission through fundraising, marketing and strategy development, he has worked with the leading brands in the sector. Working with—and learning from—some of the best in the business, he develops campaigns at the provincial, national and international level. A big believer in community development, he feels we all have a part to play and tries to live life following the philosophy that “…we must be the change we want to see in the world.” But we should never forget to have fun while doing it! He lives and works in British Columbia. https://www.linkedcreative.ca
