What’s the secret to a strong nonprofit marketing or communications plan?
If I had a dollar for every time I’ve gone to a nonprofit’s website and clicked on the “read our newsletter” link, only to be directed to a newsletter published in 2020 (or worse), I’d be a wealthy woman.
If I had a dollar for every time I’ve audited a nonprofit’s “communications plan,” only to learn that it consisted of one or two print newsletters, an appeal letter, and a year-end email in the course of one year … I’d be a very wealthy woman.
Yet the “secrets” to creating a strong communications plan are simple.
It must be consistent, touching donors (and prospective donors) regularly in ways that are joyful, and engaging and reaches them where they live.
And it must be frequent.
Reaching out four times a year simply isn’t acceptable. Not when you’ve got so much to share. Yes! You do! And not really believing that you do is one of your problems. You know your programs and your impact so well that you figure everyone else does too. They don’t.
I’m convinced that many organizations suffer from “blank page syndrome.” Yet that’s the one syndrome that’s easily cured. How?
Recycle, repurpose … swipe!
Begin developing your own “swipe” files by:
- Bookmarking SOFII, the showcase of fundraising inspiration, and visiting regularly for inspiration
- Maintaining a file of samples of your own most effective prose and copy
- Creating an email address for the sole purpose of subscribing to various nonprofit, political fundraising, and companies that master customer communications. For political fundraising (regardless of your own politics), you might start with Emily’s List and Senator Al Franken. For nonprofit best examples, subscribe to receive emails from Splash, CharityWater, Save the Chimps, and Feeding America, to name a few. Some companies and individuals that do customer communications exceptionally well include Zingerman’s and Amy Porterfield. Don’t shy away from learning from internet marketers; they know what they’re doing.
- Building and maintaining a library of the best copywriting books. Just a few …
- Seeing Through a Donor’s Eyes: How to Make a Persuasive Case for Everything from Your Annual Drive to Your Planned Giving Program to Your Capital Campaign – Tom Ahern
- How to Write Successful Fundraising Letters – Mal Warwick
- Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content 2nd Edition- Ann Handly
- Tested Advertising Methods – John Caples
- Robert Collier Letter Book – Robert Collier
- Scientific Advertising – Claude Hopkins
- Million Dollar Mailings – Denny Hatch
- Creative Deviations:: how you can infuse your storytelling, fundraising and direct response with more creativity – John Lepp. Don’t let the price deter you. This book needs to be on the bookshelf of every nonprofit.
Lastly, begin a file of “testimonials,” those snippets and stories coming from your clients, donors, board members, staff, social media posts, and funders – and nurture it.
Your communications plan relies on the power of a “swipe file.” Begin one today.
A word of caution: swipe files are meant to be used as a source of inspiration, never direct copying.
View Pamela Grow's profile
I can’t wait to meet with you personally.
Comments on this entry are closed.