PHDE658 Donor Relations and Communications (3 cr.)

This course focuses on the subtle science of persuading people to make a gift and remain loyal to an organization.  Students explore the importance of building donor relationships via effective communication and thoughtful cultivation.  In addition, students analyze donor communications materials including recent successful direct mail campaigns, newsletters and e-solicitations.  Students learn how direct mail and other donor communication vehicles work, how to set achievable expectations and how to write donor communications that engage and inspire the reader.  

Upon completion of this course, students are expected to be able to do the following:

1. Prepare engaging print and digital solicitations, acknowledgments and stewardship communications.
2. Develop the case for support for a nonprofit organization.
3. Create materials that use words and images to attract and retain donors. 
4. Employ electronic media including email and social media in effective donor communications and solicitations.
5. Reflect on the neuroscience of persuasion as it relates to donor communication.