In this article Wiggill presents communication and relationship management (CRM), the method by which organizations recruit and retain donors, as the biggest challenge facing underfunded non-profit organizations (NPOs). Wiggill also presents and unpacks a simplified version of the Steyn and Puth model, a well-known CRM model, that can be applied and sustained by NPOs lacking funds or personnel to implement traditional or otherwise successful CRM models. The design of this condensed model combines the academic approach of the established model with the practical reality of NPO workers lacking communications experience.
This article and similar research would become the catalyst for my nonprofit leadership research project to design a training package on strategic communications for underfunded and undertrained members of local NPOs. The goal of my project was to develop a half-day training course which could be presented to non-profit workers whose organizations lacked formal communications training and strategy and relationship management practices. Presuming the participants could wrangle a short list of open-source resources including an email account and cloud based digital calendar, the training opportunity and materials provided would give them the tools to generate a sustainable communications cycle. Formal communications training was not a requirement of the training as illustrated by Wiggill’s condensed model.
LO 2: Demonstrate the ability to assess complex organization environments and achieve communication goals.
LO 4: Apply communication-centered scholarship to strengthen communication effectiveness.
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