Avoid becoming irrelevant in the digital age. It’s revolutionized fundraising and nonprofit marketing.
There are so many different ways to communicate today that it can be dizzying!
Ground yourself by remembering that though technology has changed, people have not. We have the same drives… needs… yearnings as prehistoric tribes. We long for connection and meaning. We want to find where we “fit.”
Philanthropy provides that “fit opportunity” in spades (or, more aptly, in hearts). You’ve got the goods; you just need to tinker with your delivery system.
Here’s how to embrace the change.
1. Let’s begin with your gift of content marketing.
“Content marketing” is buzz-worthy because without it, you’ve got nothing. You’re just a box with nothing inside. Kids like to play with boxes; most folks — when they grow up — are looking for something of value inside the box.
That’s your content. What you’re all about. The gift you offer the world and your donors. Your promise to deliver on your brand. Figure out what you do that may be useful to your target audiences. Develop a content marketing strategy.
The content matters. A lot.
2. Put your content into a lovely storytelling box.
Stop trying to persuade people with dry facts. It doesn’t work. Feelings first, facts later. No exceptions. You must awaken the heart to arouse the mind. You must move someone emotionally before they’ll take in information – or act. Speak to the soul so the facts have a fighting chance.
Stories get your message across. We’re wired to understand the world through stories. Stories are the oldest form of human communication – before writing! They’re the easiest way to solve your content marketing challenges. Even if your message doesn’t start out as a story, find one to tell. Wrap your message in a story your audience will empathize with. The familiar structure of “once upon a time… there was a protagonist… who endured certain travails… and encountered various drams… until a hero could be found to swoop in and give the story a happy ending (with your donor’s help, of course).
The box into which you put your content matters. A lot.
3. Wrap it up with a nice big social media bow.
Social media helps you disseminate your story far and wide.
Think of the various social networks as different campfires around which your audiences are gathered – waiting to be captivated. Choose one or more of these networks as venues for sharing your stories.
In our digitally revolutionized society inbound marketing gives your gift cohesion. Inbound marketing means that, once you’ve created great content that aligns with your constituencies’ values and will naturally pull folks toward your organization and mission, you then publish that content with your constituents’ habits in mind. You go where they are. You engage with them in a manner in which they’d like to be engaged.
The way you share your content matters. A lot.
In other words, content marketing, storytelling and social media are your branding strategy, fundraising strategy and relationship-building strategy all rolled into one integrated package.
What a lovely gift for your constituents!
If you found this post useful, you may be interested in my Nonprofit Blogging Playbook.
A great blog is one of the best investments you can make in acquiring and retaining more donors. You can pack it full of juicy content, tell your story in compelling ways and easily share it through social channels. Learn how with this 4-volume set that will teach you (1) blog fundamentals; (2) content folks will want to read; (3) how to use your content to engage folks, and (4) how to promote your blog so it builds momentum and drives more potential supporters to your website (if you buy all four, I offer a “Bundle Bargain” discount). Marketing and development staff must work together in the digital age for fundraising to be successful!
This is excerpted from a larger article I wrote, first published on the Maximize Social Business blog.
Other related articles:
- The Easy Way to Solve Your Content Marketing Challenges
- Can I Sizzle You a Story?
- 10 Killer Ways to Get Your Nonprofit Content Shared on Social Media
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