If we define constituent relations as those programs and activities designed to encourage people to engage more deeply with your mission or cause, then there are three primary aims of those efforts.
First, constituent relations efforts should educate people. Yes, this is education on your mission and it’s important impacts. But, this version of education also means educating folks on the broader political, cultural, and societal themes and trends that are making your cause so critically important.
Second, constituent relations should connect people to others who are already engaged with your mission. Putting people in space with other like-minded folks allows them to help encourage each other. It’s one thing for paid advancement staff members to talk about the great things that are happening at your institution or organization. It’s something very different when an un-paid believer in your cause speaks informally about why it matters so much to her. Getting the people to remind each other about the goodness of your mission is an important but often overlooked aim.
Finally, constituent relations efforts should offer various friction-less ways for people to get involved. Whether that is making a charitable gift, involving themselves in a volunteer, showing up for a meeting, etc. Constituent relations should consistently offer concrete answers to the question, “what would you have me do next?”
If you build each constituent relations effort with these three aims in mind you will not only have a thriving constituent relations program, you will have a key building block supporting a thriving advancement program.
