A strong communication strategy is critical to your organization’s success. After all, if you’re unable to effectively reach your audience, you won’t be able to mobilize support for your organization. This can cause your nonprofit to miss out on revenue and significantly slow its growth.
Your nonprofit may already have a communication strategy in place, but are you doing everything possible to keep supporters engaged and motivate them to give? If you’re seeing low engagement on your social media posts or low open and click-through rates for your emails, you’ll need to start incorporating new communication strategies.
Your communications should keep supporters up-to-date with your nonprofit, its goals and how they can get involved to be a part of the solution. In this article, we’ll walk you through three winning communication strategies you can use to develop a strong case for support and motivate supporters to take action:
Creating a smart, targeted communication strategy is an important element of your nonprofit’s fundraising plan and can build lasting relationships with supporters. Let’s begin.
To make your donor outreach stronger and more effective, you’ll first need to assess your existing communication strategy. Identify gaps by looking at factors such as your:
If your audience isn’t taking action after reading your messages, this is a clear sign you need to refine your communications—this may be done by adjusting the communication platforms you use, making your communications more specific or adding more emotional appeal in your calls to action.
Take a deep dive into your organization and reflect on the major goals you hope to achieve with your communications. Let’s consider a nonprofit that experiences donor churn. A concrete objective for that nonprofit should be to advertise recurring giving in their communications so one-time donors will give more frequently. This nonprofit can then create a widespread outreach campaign across relevant communication channels to promote recurring giving.
Consider your audience’s demographic and the type of communications they are most likely to engage with. Social media can be a valuable tool to spread the word about your nonprofit, but different platforms are better for reaching different demographics.
For instance, if your nonprofit is targeting an older demographic, posting about your organization on Facebook may be more effective than posting on TikTok. Use communication platforms that will engage your target audience and motivate them to act.
Reinforce your relationships with donors by incorporating storytelling into your communications. If your communications lack emotional appeal and fail to convey the importance of your nonprofit’s work, your supporters will be less likely to give.
To make your communications more moving, use the following tips:
Your nonprofit storytelling should convey your values and allow your audience to get a good idea of what your organization represents. Working with a nonprofit consultant can help you better understand your organization’s values and how you can best convey them in your communications.
According to Aly Sterling Philanthropy, a consultant in the nonprofit industry can help your organization refine its communications and develop an effective plan for stewarding relationships. When researching consultants, choose a nonprofit consulting firm that will align your organization’s values with a strong plan of action that will help your nonprofit grow.
With segmented donor lists, donors can receive specific communications that are more likely to resonate and prompt them to act. For example, instead of sending a general request to donate, make this specific to the type of donor—whether that’s a donor that hasn’t donated in years, a bi-annual donor you’d like to ask to give more frequently or even a major donor that you want to increase their donation.
To support your fundraising goals, consider dividing your supporters into segments using the following donor characteristics:
To create segmented email lists, use a fundraising platform with a fully integrated, single and unified donor relationship management database that provides you with a 360-degree view of your donors and supporters. The right platform will automatically craft donor profiles and segment them by similar characteristics. Choose a fundraising and donor relationship management platform that has these features and fits within your organization’s budget.
A strong communication strategy can help your nonprofit grow significantly. Nurture your donor relationships with regular communications to boost revenue and support for your organization. Along the way, be sure to refine your communications based on your donors’ preferences to create a message that they will not only read, but channel into a next step that will benefit your nonprofit. Good luck!