It involves leadership, culture, and public relations. Changing an organization's culture takes time. It needs the commitment of the entire senior management team. Internal communication is important for developing the culture within your organization. External communication is important for managing your relationships with various stakeholder groups.
Questions Asking the right questions is important.
Hard times have caused everyone to search for the magic required for durable donor support. Part of the answer lies in our presuppositions. The questions we ask in the first place have a powerful influence on the answers we ultimately get. It can be tempting to pose the problem of generating donations as one of promotion and publicity. But like the hard sell, this is a one-way approach to communication.