The key to a successful nonprofit, which I define here as fundraising or development, marketing and promotion, is relationships. Most of us who have been in the trade for a while or have ever tried to raise funds know this. Some of us are good at it. Some of us, including many nonprofit CEOs I’ve met, aren’t good at it.

The last category, not so great in advance, usually involves people who are management personalities, more inside than outside focused, technical, or operations types whose joys come from doing the homework of whatever the organization does. non profit. Now, frankly, this category includes CEOs who aren’t comfortable with people. Since having to “progress” is a virtual fact in almost all nonprofit organizations, CEOs and their advocacy staff must develop relationships. So how do we help reserved and reluctant people, as well as extroverted types, to thrive?

Here’s a seemingly insignificant but practical, high-impact method: Send postcards to medium and major donors.

That’s how it is. Advance postcard. Anytime the CEO, and perhaps members of his lead development staff as well, travel somewhere “special,” sending postcards to friends of the nonprofit organization should be on the checklist.

This is how you do it:

    Take with you or access the nonprofit’s VIP mailing list online (if there isn’t one, this is a good reason to start).
    Once at your destination, especially outside of the US, purchase a selection of postcards that feature local cultural or geographic sites. If cards are available that represent something relevant to the nonprofit’s mission, so much the better.
    Purchase postage stamps or have a local contact do so prior to your visit.
    Compose a two-sentence update, write it down for reference, use it on most cards, along with appropriate personal comments – connect with the recipient.
    Write the greeting cards before or during the trip, then seal and mail them locally; always send them locally, not back home a week later.

There is no rocket science here. Actually, this is a no-brainer, but not many nonprofit leaders think about it, let alone do it.

A note of caution: be careful to choose postcards with images, drawings, or renderings that are appropriate for the audience. Avoid postcards that depict something someone might find offensive, even perhaps a famous statue or piece of art.

For example, I work with a non-profit organization based on the island of Cyprus, which is the birthplace of the mythical figure Aphrodite. Greek Cypriots are proud of her heritage and also of the Goddess of love, beauty, pleasure and procreation. Virtually all depictions of Aphrodite feature her in various states of partial nudity. Some memories of her are downright erotic. Needless to say, it would take a huge risk of offending someone if she sent postcards to our followers showing Aphrodite in all her sensual splendor. So, double check your postcard images to make sure they fit your intended audience.

His first step was to access the VIP mailing list. You do this, of course, to acquire addresses. If you want to handwrite addresses on postcards, more power to you. But this can double your time and give you writer’s cramps. Better yet, have the office run the VIP list address labels and make sure these stickers make it to the luggage. I don’t think this depersonalizes or defeats the purpose of the card. You will still write the message by hand.

I have written up to 100 cards on any given trip. This sounds over the top, and perhaps for some organizations it would be. But for the nonprofit I serve it works, and while this task requires a few hours, it’s not nearly as burdensome over the course of a week or allotted time sitting at a local coffee shop. How many cards must be mailed, on average? Choose a number that is possible. You can always increase the number next time.

What message should be written on the cards? Short answer: anything that can be written briefly and that might interest the recipient. Long answer: anything that combines an update on the nonprofit’s work and why you’re on this journey, along with some personal connection that demonstrates the postcard reader’s knowledge. Please provide some news if possible, something about a new initiative, some results or impact/results comments as appropriate, inside information not yet ready for prime time. It is also good to thank the recipient for support related to the project or area, as long as you do not include references to the actual numbers of the donations. Be personal but don’t violate legitimate privacy concerns. Remember, anyone can read the back of a postcard.

How often should postcards be sent to certain people? It’s hard to say. Use common sense. Flooding someone’s mailbox is not a good way to gain friends and influence people. Touching people regularly with meaningful feedback beyond “Hello, I wish you were here.” can win friends and be influential.

Getting back to the point: relationships. Progress goes as relationships grow. Everyone likes to receive something meant just for them. Postcards offer the advantages of being relatively inexpensive, personal but not too personal, small enough that the task of writing is not overwhelming, and cost effective to mail in terms of return on investment.

So try the postcard preview. I guarantee you will get good feedback later.