“Beyond who you are and what you are raising money for, major donors need to have several other questions answered and concerns addressed by you in your communications with them. For instance, donors need to know about assessment and evaluation. Will you be reporting back to me on the progress of the project you’ve asked me to support? When will it be done? How will you get back to me? (An important part of what gives a donor a sense of fulfillment is the accomplishment of the project.) How can you assure me that your reports will be accurate?
The number one complaint we observe on the part of major donors is a ministry’s failure to return with a report on the outcome of the investment the donor made in the organization.”