Last week, in part 1 of this post, I encouraged you to begin blogging if you’re not doing so already. And, if you are, to do so effectively. Make your blog the hub of your content marketing. It will simplify your life in so many ways, and become the anchor for your marketing communications…
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If you’ve been reading Clairification you know by now that I’m a huge blog booster for nonprofits. If you don’t have a blog yet, you should get one. Pronto! Yup, I think they’re that important. And don’t tell me you don’t have the bandwidth. You absolutely do. You just have to rethink your modus operandi.…
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Do you have a mature social media operation, or are you just a baby? Or a teen? Babies babble. Teens make it all about themselves. Are you simply using Twitter to babble? Facebook to say “look at me?” Or have you embraced a more full-grown strategy? The best place to start, and the fastest way to get there, is with a blog.
They’ve been around the longest, and they’re pretty tried-and-true.
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I know you’re strapped for time. But that’s no excuse for slapping your communications together with the sole purpose of “getting them out there.” Why bother? Checking this task off your list (and maybe reporting to your boss and/or board that you did so) may make you feel a bit better. But it won’t help your readers (and potential supporters) feel good.
If you want to get gifts you must give them. Consider your communications a gift to your supporters. Don’t give something generic. Give something your recipient will appreciate. Ask yourself…
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Keep telling yourself you need a better website to build greater awareness for your cause?
You can certainly do this. But are you asking the more important question?
Why the heck do you want greater awareness? And why would anyone want to be aware of you? Those are the questions too many nonprofits fail to ask. So ask. Seriously. Take a moment. I’ll wait.
“Because we want more people to know about us.”
WHY?
“Because we want to educate them about what we do.”
WHY?
“Because we want more people to support us.”
AHA! Now you’re getting somewhere.
Now ask yourself how getting a better website is going to get you more support. Chances are it won’t. Not really. Because folks are on a journey towards you that builds – from awareness… to interest… to engagement… to investment. And the kicker is that the latter two are where all the action happens. Awareness and interest alone are passive. They won’t get you the active investment you need to sustain your mission.
Engagement precedes investment!
Sadly, most nonprofit websites are lousy engagement vehicles. They’re especially lousy when compared with a blog.
I adore color. I’m definitely not someone who wears only black! I thought it would be interesting to think about how we use color in our donor communications, and happened on several great infographics, including The Psychology of Color in Design and Color Psychology and Marketing. They offer a terrific overview of the meaning of colors in the western hemisphere. What you’ll learn is eye opening.
You’ve no doubt heard folks bandying about the latest buzzword: “content marketing.” There’s a reason it’s buzz-worthy. Without content, 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. At the same time…
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I really want you to blog. Did you know that Social Media Examiner’s 2013 State of Social Media Report puts blogging #1 at the list of the top 14 social media channels you should be exploring? I’ve said it before and I’ll say it again: Your blog is the hub of your content strategy (or it should be). Build a blog and rock it. You’ll simultaneously put in place a content strategy that will enable you to easily share relevant content across every communication channel you use. Online and offline. There’s no better way to offer your constituents meaningful engagement. So… what are you waiting for?
BTW: You can learn a lot more if you download my free webinar,The Keys to Nonprofit Blogging that Drives Engagement. Did I mention it’s free?
Here are 10 tips to get you started, or to help you simplify the process so you can focus and deliver.
Find a need and fill it. That’s Marketing 101. Well, today some of the folks most clued in to what people want are the apps developers. Why not piggyback on their insight and research to enrich your content marketing strategy? The key is to tie it to your brand promise (i.e., why you’re on this planet and what folks perceive your value to be to them). Find an angle that makes the trend relevant to your business.
End your constituents’ pain. This is simply another way to think of taking the consumer-oriented approach that means the difference between failure and success. What’s bothering your community? What keeps them up at night? How can you help? This is how app developers – and inventors, and successful business start-ups – think.
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In my last post I channeled Bob Dylan, calling for a change in the way we do fundraising. Because the times truly are a changin’…
Your sons and your daughters are beyond your command, your old road is rapidly agin’…
When I grew up in fundraising I had a shoe box as my database. I wrote grant proposals on yellow legal pads. When we got our first FAX machine I complained that now folks expected us to mail and FAX them (so double the work). When email came on the scene I complained that now folks wanted us to mail and FAX and email (so triple the work). But it was still the same old road of outbound marketing. At least I understood what it was all about.
Now we’re on a new road entirely. Because folks are coming to us. They’re telling us what they want. They’re defining our brand. And they’re doing so in real time via a multitude of online channels and using a multitude of Web-connected devices. Opportunity is knocking.
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