As I See It | Laura Hutyra | Director of Client Engagements

Communicate with Intention and Purpose 

If you’ve heard it once, you’ve heard it 10,000 times – 2020 has been a year unlike any otherEven though we’re racing ahead into 2021 like we always do at the end of the year, this season seems more tasking. I think we’ve all grown weary from physical distancing and maintaining our adapted work-life balance, and development professionals are striving to meet their typical, or even increased, end of year goals.  

Be sensitive  

It’s important that we all remember that the most wonderful time of year” can be hard for a lot of people, for a lot of reasons. When we’re communicating with others, we must be sensitive to this and never assume how they feel. It’s easy for people to get inundated with mass communications, whether nonprofit mailers and solicitationsholidays cards or social media. There are plenty of activities happening everywhere, both in person and virtuallymaking demands otheir time, treasure and talents. 

Be intentional  

While most communications are sent with the best of intentions, consider streamlining your approach to be the most effective. I’ve found the best way to ensure intentional outreach is to embrace some wise truths imparted to me by others over the years: 

  • People can sense authenticity, and often respond better to it. Make it personal. 
  • It’s never too late to say, do, or communicate the right thing.  
  • Simple and straightforward can have a powerful impact. 
  • Don’t be afraid to check on people. Not every communication needs another motivation. 

As always, I would love to hear from you. What is your best strategto communicate with intention and purpose?


About the Author

Laura Hutyra, CFRE, applies her deep knowledge of and extensive experience in fundraising in her role working closely with M. Gale consultants to oversee the work of all client engagements and deliverables. Her expertise in communications helps clients implement consistent and mission-focused messages throughout fundraising engagements. Prior to joining M. Gale Laura held development position with All Saints’ Episcopal School of Fort Worth, Hill School, and the Fort Worth Zoo. A native of Fort Worth, Laura is a member of the Association of Fundraising Professionals Fort Worth Metro chapter and is a member of Leadership Fort Worth’s Leadership Class of 2020. 

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