Private foundations have a unique and powerful platform to influence change, drive conversations and elevate important causes – not only to further their own charitable mission but to do so for others as well, especially their nonprofit partners who may not have a strong presence in the public’s eye nor among other funding sources.
For instance, as philanthropists with foundations develop expertise in the fields they support, additional funders and key decisionmakers may be interested in what they’re learning and the solutions they’re supporting. And before they know it, the good works grow exponentially, making greater charitable impact and advancing philanthropy to a new level.
Similarly, foundations can shine the spotlight on inspiring and effective work of their grantee partners; in doing so, they can draw more attention to solutions that are being employed to address community problems.
So how can foundation’s use their voice to move the needle in their community and on priority topics? They can develop communications strategies and deem them an essential part of their strategic toolbox.
A thoughtful communications plan can help a foundation:
- reinforce its values
- further its mission
- increase efficiency
- enhance grantee relationships
- amplify grantees’ good works
- increase support from other funders and decisionmakers
Our Philanthropic Advisory Services team works closely with our clients on how to deploy effective communications. When developing a communications plan, here are some best practices to keep in mind.
Define Communication Goals
Before diving into specific tactics, a foundation should step back and define what they want to achieve through communication. These goals should align with the foundation’s overall mission and objectives but focus specifically on how communication can support and amplify their work.
For instance, is the focus on looking to raise awareness about a particular issue a foundation addresses, such as education or environmental sustainability? Does the foundation want to build a network of like-minded organizations and funders to collaborate on large-scale initiatives? Do they need to clarify their funding application process to grantees? Or perhaps the aim is to establish itself as a thought leader in a specific sector, providing valuable insights and guidance to others in the field.
By clearly defining its communication goals, a foundation can ensure that all efforts are aligned and purpose driven.
Articulate Priorities
Consider the time it takes to review funding requests. The process can become laborious if a foundation receives an abundance that don’t align with its charitable mission. The more clearly they articulate their priorities – what they will and won’t fund – the better that grant-seeking nonprofits will be able to determine if the foundation is the right fit for the type of work they do. Ultimately, the foundation will receive more targeted and appropriate requests and increase efficiency.
Share Expertise
A private foundation can be a catalyst for change, not only by financially supporting its chosen causes but also by shaping the conversation around related issues. One of the most effective ways for a foundation to use its voice is by sharing their sector expertise. For example, if a foundation has deep knowledge in tackling climate change, they may consider publishing opinion pieces, problem statements or research findings that highlight the challenges and potential solutions in this area. In doing so, they’ll position their foundation as a thought leader in the field and, if they target these communications to an audience of other funders and decisionmakers, they might also gain additional support for their cause. To reach a wider audience, they could feature the resources on their foundation’s website and share them through a newsletter or social media platforms.
Showcase Grantees
A foundation’s voice can also help bring attention to the important work that their grantee partners are doing in the communities they care about. This is one of the most powerful ways to maximize charitable impact. By showcasing grantees’ successes and challenges, not only does a foundation validate and celebrate them, but they also may inspire other funders to take notice and support them as well.
Consider highlighting grantees’ work through case studies, success stories or interviews that are featured on a foundation’s website and newsletter. Spotlight them through social media and press releases to reach an even larger audience. Be sure that the foundation’s content explains why the work is essential and how it’s making a difference. In doing so, the foundation will help build a broader understanding and support for the good work it’s funding.
Engage With Other Funders
Collaboration is key in philanthropy, and strategic communication can be instrumental in fostering productive relationships with other funders. Regularly updating other funders on the foundation’s work, either through direct outreach or perhaps networking events, can possibly lead to new partnerships. Sharing insights and lessons learned can also help build a sense of community among funders, leading to more coordinated efforts and amplified impact. When other funders see the results a foundation is achieving, they may be more inclined to join forces, providing additional resources for the causes they champion.
Use Communication Tools
To successfully convey a foundation’s work and goals, try some or all of these tactics:
Website. A foundation’s website is likely the first place people go to learn about their work. Make sure it’s up-to-date, easy to navigate and rich with content that showcases the foundation’s impact and expertise. Consider adding a blog and news section to regularly share updates and insights. Not sure where or how to get started? Foundations can take advantage of customized, cost-effective website services that are built and hosted for them.
Newsletter. A well-crafted newsletter is a useful “push communication” tool for keeping their target audiences informed and engaged. Regular updates on the foundation’s work, grantee achievements and sector insights can help maintain interest and build a loyal following.
Social Media. Platforms like Facebook, LinkedIn, Instagram and Threads offer powerful ways to reach a broad audience quickly. Use one or all of these channels to share news, highlight grantee work and follow and engage with other thought leaders in the foundation’s field. Social media is also a great way to drive traffic to a foundation’s website, grantees’ websites and other resources.
Press Releases, Op-Eds and Pitches. Rally applicable news media to publicize the foundation’s initiatives. Send them press releases, op-eds and compelling pitches to pique their interest and secure coverage.
By defining clear communication goals, a foundation can serve as an influential voice for their grantee partners and maximize the foundation’s impact. Whether it’s sharing expertise, promoting grantees’ work, or engaging with other funders, thoughtful communication can help a foundation achieve its mission, effect meaningful change and advance philanthropy.
Elizabeth Wong is Head of Philanthropic Advisory Services for Foundation Source.
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