Lessons Learned As The Go-To White-Label Provider Of Content Marketing For Dozens Of Marketing Agencies Around The World:

The Ultimate Guide to Nonprofit Content Marketing

Part 3 of 3

Part 3

Repeat Donation Campaigns

A strong nonprofit turns interested followers into donors, donors into supporters, and supporters into repeat donors who are always ready to jump on board with new projects and campaigns. Your ability to create repeat donors proves that you’re accomplishing something great. People are seeing results and are eager to help you get even further.

Targeting your current donors for repeat investments requires some strong foundation work. You have to build trust and prove that you’re making an actual difference - that you’re worth your donors’ support.

Maintaining Trust

As the online giving world explodes, so do scams and supposed ‘nonprofit’ organizations that fail to deliver on their promises. Your donors are wary of these scams. They want to know that they are giving to actually help someone, not line an individual’s pockets. Many times, a donor will give once and then drop off the map because they’re not seeing the proof they need to continue their support.

Every donation given to you - in the form of effort, time, and money - must be shown to be handled wisely and to the greatest effect. No one wants to see their money squandered, whether it’s going towards selfish CEOs or even ineffective campaigns.

Don’t dismiss the concerns of your donors. Address them reasonably and compassionately. Keeping the trust of your donors is the key to effectively campaigning for repeat donations.

Simplicity

As a nonprofit, you want to use your resources effectively and simply. Remember what your focus is - your vision. Your message, story, and methods should be on-point. If you muddy up the focus of your organization, you will lose the trust and credibility of your audience.

Look through your campaign strategy. Is it straight, simple, and to-the-point? Or are you wasting time beating around the bush, while ignoring the problems that matter? Don’t underestimate your donors - they can see through the bells and whistles.

Consistency

The slightest whiff of inconsistency can cause a past donor to lose their trust in you. Consistency is how we as people determine whether or not someone is honest. It’s something we notice even on a subconscious level.

  1. Don’t change your story. Sometimes, you might see a reason to redefine who you are and what you’re doing; but if so, be upfront with your donors about it! Remember, you are who you are because of your supporters. They came along for the ride because of your story, so if you change that, you can’t expect them to not react negatively.

  2. Don’t change your voice. Your voice is trickier than your story. It’s not just about what you say, but how you say it. For example, if you have multiple writers involved in a campaign, make sure they’re all using the same kind of language and style. Sending one peppy, uplifting email right after a somber, serious one without any reason for the switch will be off-putting to your supporters and derail your campaign.

  3. Never, ever change your promises. If you say you’re going to do something - especially with your supporters’ investments - do it. No matter what it takes. Don’t change the goal of a campaign halfway through. Don’t change your cause after people have already supported you. From beginning to end, make sure that you’re doing exactly what you’ve said you’re going to do.

Focus

Something that nonprofits rarely pause to consider is how they’re demonstrating their focus in their content and campaigns. Whether you are being responsible with your supporters’ investments or not, if you don’t seem like you’re actually focusing on what matters, donors will not support you any further.

There should be an overall theme to every piece of content you publish - and it should all revolve around what you’re trying to accomplish. Don’t stray from your vision or get distracted by side goals. If you’ve got your focus right, you’ll keep your donors’ attention.

Above everything else, keep this one rule: be honest. If something’s going on that’s not letting you do what you’d planned, let people know. Honesty and transparency may be tough, but it creates the kind of trust that lasts.

Fulfilling the Vision

Even if you’re trustworthy, honest, and relatable, people are a lot less likely to continue their support unless you’re effective. Remember, there are a lot of charitable organizations who are competing for your donors’ support. Those organizations will be trying to grab their attention. It’s your job to stay in front of them and keep their focus.

The best way to keep yourself on top is to show that you’re having an effect. You’re not stagnating or wasting supporters’ time and money. You’re showing results, and you’re contributing to ‘the greater good.’

Showing Results

As mentioned before, you must be able to present real-life, vivid examples of the good work your organization is doing. Connect those stories with the donors who made them possible. Make them understand that they are accomplishing something.

Don’t be grandiose or too big-picture. Your supporters don’t want that. They want to know the impact on the individual. Give them the daily stories of how you’re helping others, the frequent opportunities and projects that crop up, and exactly what’s being done every day with their support.

Even if you’re trustworthy, honest, and relatable, people are a lot less likely to continue their support unless you’re effective. Remember, there are a lot of charitable organizations who are competing for your donors’ support. Those organizations will be trying to grab their attention. It’s your job to stay in front of them and keep their focus.

This is where your impact plays the strongest role. As mentioned earlier, the best way to keep yourself on top is to show that you’re having an effect. You’re not stagnating or wasting supporters’ time and money. You’re showing results, and you’re contributing to ‘the greater good.’

  • Get testimonials from people who have been personally impacted by your work. Do Qs&As, provide forms on your website specifically for success stories, and reach out to individuals on social media who have something good to say.
  • Have statistics? Use them! While numbers can seem impersonal, they really do drive home your successes, especially if they’re backed up with personal stories.
  • Take lots of on-the-ground photos and videos whenever you can. As the saying goes, ‘a picture is worth a thousand words.’
  • Most importantly, don’t lose touch with people - whether they’re people you’ve impacted or people impacting your organization.

Another strong way to keep your donors engaged is to continually involve them into your nonprofit’s events and other areas of your outreach.

Strengthen Social Media Accounts

Your main area to focus on - your hub - should be social media. You can best carry out these campaigns and stay available to your audience through platforms like Facebook, Twitter, Youtube, Linkedin, and many more.

Increase Web Traffic

Great relationships make for great reputation, and a great reputation makes for great SEO. By having a strong social presence and staying in touch with your audience, you can easily direct that into increasing website traffic. This leads to more comments, more engagement, and even better search engine rankings.

Grow Event Attendance

Having your group of dedicated donors and supporters will allow you to quickly grow event attendance. By reaching out to them and keeping them informed about your events, you can get the word spread quickly to people who are already invested in you and your brand.

The Greater Good

Now, go the other direction. Once you’ve shown your everyday results and gotten your donors involved in many areas of your organization, you also need to cover the big picture. Where are you moving as an organization? Remember, you want supporters to be ‘in for the long-haul.’ You have a vision, and you’re working to accomplish that.

The point of showing people your role in ‘the greater good’ is to show them that you have a place in the grand scheme of things. You want to remind them that you’re not satisfied with the status quo. Your journey has purpose, and you need your donors’ help to stay steady.

Bringing It Together

You’ve probably noticed that there are a lot of recurring themes that we mention in all of these strategies. When you’re marketing effectively, one campaign will blend naturally into the next. Your story will start developing from the beginning, and by the time a supporter has become a repeat donor they have a firm idea of who you are and what you stand for.

Having this structure in place, with interested followers quickly evolving into donors, into supporters, and finally into repeat donors - your loyal fans - you have the formula for a constantly growing, thriving nonprofit.

Building Your Content Strategy

The only way these campaigns come together is through your content. That’s how you answer the three questions, tell people who you are, create your story, build trust, and fulfill your vision.

While many nonprofits can grasp these concepts, they fall short when it comes to actually developing the content needed. Their ideas are lost in the crowd because they simply can’t communicate.

New Donor Awareness

Start by developing content that answers our three main questions - what’s the struggle?, what’s the opportunity?, and what’s the impact?. This content should be very to-the-point and direct, with the purpose of giving newcomers an introduction to you as an organization.

Once you’ve grabbed people’s attention, flesh out your identity - tell people who you are. How do you differ from other nonprofits, and what do you have to offer the world? Combined with resolving your audience’s questions, clarifying your identity opens the door for you to ask for support for your cause.

Supporter Engagement

Keep supporters in touch with update type content and continuing to bring them into your current work. Simple shout-outs, notifying people of what you’re up to, and sharing exciting new opportunities helps you interact with people who have already supported you.

Create a relationship between you and your supporters by continually developing your story - and making your supporters a part of it. Take the time to develop your narrative, enforcing it through as many types of content and platforms as possible.

Repeat Donation

Your repeat donors deserve your extra attention. Take care to maintain the trust you’ve developed so far by prioritizing updating them first and showing measurable, specific results. Get them involved in events you’re hosting and interact with them through your website and social media.

Finish off by showing them the big picture - not just your impact in the lives of individuals, or even just your cause, but in the world. Think big!

Reaching people through the campaigns we’ve covered has been and always will be vital for any nonprofit. To build the great campaigns that actually touch people, you must always come back to their core: content.

Create the content that speaks to your audience, and you’ve built yourself loyal supporters who will never leave your side.

Speak to KDM about your current situation for a bespoke proposal that will help you achieve your marketing goals as quickly and efficiently as possible.

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Want a powerful, creative Content Marketing strategy that has an impact on your audience? Let us know your goals as a nonprofit and we can come alongside you to bring your campaigns to the next level.


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