Donors are the pillars on which a NGO like Akshaya Patra relies on to keep working on its cause. Such is their role that building trust and good relationships is critical to the existence of the organisation. We need to achieve our goal and fulfil our mission and they are there to support us. This is a constant need that is likely be met by a number of donors over time.
Our relationship with donors builds a connection that result with potential funding. The stronger that trust and connection, the more likely donor will support Akshaya Patra. But it doesn’t mean that a donor who once supported us will keep extending the favour. So, it is essential to earn their loyalty and trust again and again.
How do you earn this? We have to comply with the rules and regulations and communicate.
When communicating with donors, we have to address the key elements that shape a donor’s perceptions and willingness to continue supporting the mid-day meal programme. Donors want to know:
- If The Akshaya Patra Foundation is using its funds effectively and efficiently for the intended purpose
- Are we effecting positive change on the lives of children we serve every day
- Do we have a good image and reputation
Akshaya Patra has to communicate effectively. It has to be as clear, direct and honest in the communication both verbally and in writing. Follow up on donors regularly. Akshaya Patra needs to send written summaries of key issues and actions. It needs to be responsive to donor requests. Questions need to be asked to understand what is being requested and when it is due. There should be honest interactions.
The Akshaya Patra Foundation has to be realistic and deliver on the promises made. It has to be careful not to compromise the quality of the programme. It has to use donor funds as expected. The financial transparency it observed stringently is also a key factor that allows donors to trust the organisation.
Building a strong relationship with donors through open, two-way communication is the key to making Akshaya Patra successful. The confidence of people in the organization develops the willingness to support.
Follow us on: