“We need to stop interrupting what people are interested in and be what people are interested in.”
– Craig Davis
former Chief Creative Officer at J. Walter Thompson
Expertly Crafted Nonprofit Content
Nonprofits help to make the world a better place. And while the work isn’t done for attention, attention is what keeps nonprofit organizations alive. At On Target Digital Marketing, we understand this; that’s why we save businesses by creating epic nonprofit content. We understand that spreading awareness can be a key factor in attracting and retaining the donors who fund your organization. We’re here to help you create amazing nonprofit content that makes your mission resonate to the people most interested in supporting you.
People Want to Hear Your Story
The lifeline of a nonprofit organization is the people who believe in their cause. Nonprofits need passionate volunteers who dedicate their time and energy for the greater good. And then there’s the elephant in the room — nonprofits need donors. Nonprofits rely on donations for the financial stability they need to carry out their mission. These donations are important enough for increased fundraising to be a top metric for measuring content marketing success.
Pulling in and retaining donors is critical, but don’t be the guy who goes on Facebook begging for money. Donors will keep on giving if they feel an emotional attachment to your organization. They want to know that you’re making a difference in the community, and they want to know that their time and money matters. Content can help make donors emotionally invested in your organization. It gives them the “why.” With nonprofit content that emotionally appeals to their target audience, nonprofits can speak to their audience’s interests.
Building A Relationship
Donors are motivated to give when they have a personal relationship with the organization’s cause. It may be that you’re working on saving animals, and your donors are passionate about homeless pups. It could be that your organization raises awareness for a major health concern, and your donors personally know someone affected by the ailment. No matter what the reason is, the people you need to be talking to are the ones who care about your organization’s cause.
You need to build a relationship with your donors if you want them to contribute. That doesn’t mean you need to take them out to a fancy dinner date, but you do need to know who they are and what they care about. Instead of asking for their money right away, ask for their time. Learn who your audience is and give them opportunities to be engaged with your organization. Create a story that appeals to their emotions, and use visuals of your work in the community to create a strong emotional impact. Inspire them to attend or volunteer at your organization’s event. Then, when it’s time to start asking for those donations, your donors will already care enough to lend their support.
Personalized Nonprofit Content
What happens when you’re not putting out content that speaks to your donors? You lose them. Personalized content that addresses your audience’s interests isn’t only vital for drawing in donors; in most cases, it’s the factor that leads to retaining them. In the audience’s eyes, the quality of a nonprofit organization’s content reflects the quality of the organization. If it’s vibrantly visual, engaging, and tells a captivating story about the good you’re doing, donors will want to stay onboard.
If you want donors to donate, they need to care. Great nonprofit content marketing pulls in your audience by raising awareness for your cause. If you give them opportunities to get involved with your organization’s events, they’ll develop an emotional attachment to your organization. We’re here to help you tell your story and illustrate your impact in the community. Click below and join the STREAM to learn about ongoing content solutions for your nonprofit: