In our noisy, busy, over informed world, let’s talk about how to create social media, email and marketing campaigns that will actually be opened and read by your donor base and community.
I have talked to many nonprofit leaders who say “I have no idea where to start when it comes to social media campaigns.” Most of these nonprofits are too small to have a full-time communications person so they are on their own to manage their social media strategy.
When it comes to marketing plans / marketing management, one thing that is important emphasize is engaging the whole person. This means we need to focus on more than simply getting people to donate to your cause. Marketing efforts that focus only on converting donors to dollars can quickly become white noise to your donor base.
This is especially true in the world we live in today where everyone is bombarded with more information than ever before in the history of the entire world.
Your followers love your organization, not just because it provides them a means to be generous with their finances, but because they are human people that care about human issues. Your social media and online marketing strategies should invite them to engage with their whole selves.
While almost impossible to measure, this needs to be a vital part of your marketing strategy. This is not about emotional manipulation, or re-exploitation of the people you work with, but honest and realistic, emotional engagement with your work. When people view your marketing materials, it should move them emotionally. Their hard should be warmed, challenged or pulled as they engage with the story you are trying to share.
Spiritual engagement is another difficult aspect of your marketing that is hard to measure, yet one also that is vital to full engagement of your donors. This is especially vital for religious organizations. As a religious organization, you want to be engaging your community on a spiritual level. This might mean inviting them to join you in prayer, sharing spiritual encouragement or one of your recent teachings. No matter how you do it, if you neglect this level of engagement, you may be missing an important part of your calling as an organization.
When you are marketing to your audience, you need be invite them to engage with their time and physical selves. For some organizations this is easier than others. Shelters, food pantries and organizations like these can invite people to come and volunteer their time. International organizations can invite volunteers to come visit the work in the field with a team or group of leaders. When these options are not available, it is often effective to invite potential partners to utilize their current peer networks to support your work through peer-to-peer fundraising, hosting house parties or doing creative fundraising events.
Finally, we get to the one that everyone always skips right to first. Of course, we all know that we need to be inviting our donor base to generously invest their finances in the work of our nonprofits. But, I am convinced the better we do at engaging the whole person (physical, spiritual, emotional) the more effective our appeals for financial engagement will be.
Interested in learning more about implementing this engagement approach in your fundraising and marketing? Let’s Talk. Contact us today!