I am a big believer in the principle of “give before you get.” I won’t tell you that I always practice it, but I try.

I do it because it’s the right thing to do. Incidentally, it seems to be a pretty good way to run a business and to communicate for nonprofit organizations. The universe smiles on people who not only pay it forward but even pay it first.

You know those nonprofits you never heard of who are always sending you address labels or nickels taped to postcards? This is not that. “Give before you get” is entirely different from “give so that you get.”

So, what does a communicator have to give?

Information, obviously. Remember, information counts as a gift only if you give it because the audience wants or needs it and not because you feel the need to disseminate it.

What else? I think of five more things we can give, not just in this “season of giving” but all the time.

1. Gratitude
We can never say “thank you” too often. Even if all your recipients have ever done is to read your newsletter or watch your video, you’re glad they did, aren’t you? Say thanks, early and often.

2. Inspiration
Inspiring audiences to donate or buy counts as a gift only when you inspire them to donate to or buy from someone else, not from you. You could also inspire people to write to elected officials, make something with their hands, hug their loved ones–anything that would benefit them or someone else, but not you.

3. Advice
When you get good at what you do, people start asking you how they can do it too. Rather than viewing them as competition, give what help you can. If appropriate, consider moving beyond just giving advice to being a mentor. The world can always use another one of you.

The world can’t always use another nonprofit or business that does what yours does. When someone asks how to start another organization like yours, your most helpful answer may well be “Don’t.” But don’t stop there. Suggest how the inquirer can join forces with another organization that is already doing this work.

4. Connections
The world runs on connections. You know people who ought to know other people you know. Whenever you can, put them together.

5. Honesty
Some people suggest that there’s a blurred line between marketing and deceit. I have never once run into a case where I couldn’t tell the difference. We owe it to our audiences to tell the truth, even when we’re trying to persuade them to give us a gift, such as a donation or purchase.

6. ??
I feel that I’ve just scratched the surface. When you communicate with your audiences, what do you try to give them?