We like to think that our constituents are fundamentally altruistic. The reality is that everyone approaches new requests with the unconscious question, “what’s in it for me?” (Madison Avenue has long-known that the answer to this question drives most buying decisions.)
The thing of value to constituents can be useful information, participation in a live-streamed program, or the emotional satisfaction of supporting a personally-important cause.
In an effort to keep constituents connected, you may be tempted to send multiple messages about the impact of the pandemic. Your organization certainly needs to keep them abreast of changes in your services. But the last thing you want is for donors and advocates to opt-out of your email marketing program because they are getting too many messages they don’t perceive as worth their time.
That’s why every communication you send—especially email—must be value-added for the recipient. You want your constituents to look forward to getting messages from you.
“Don't tell me the moon is shining; show me the glint of light on broken glass.”
To paraphrase Anton Chekhov: rather than simply a generic description of what your organization does, offer an eye-catching message that reflects present circumstances. What does your organization do that could be shared in a way that adds something to the reader’s day?
Health-related and human service organizations have powerful stories about the impact of their work today and the need for additional resources. But other sectors have something to offer an anxious world. Environmental organizations can provide video streaming of natural sites as an antidote for anxiety. Cultural organizations can offer readings or performances.
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As with any direct response marketing, such as email or letters, your message should compel a response from recipients. The most important response is an emotional one—you want them to feel invested in your organization’s mission and its ability to live that out.
Another level of response may be for constituents to engage with the content you sent: view a brief video showing what your organization is doing right now, enjoy a live feed of a babbling brook or nest cam, access a recorded performance.
You can also ask for responses that strengthen your community of supporters. Encourage constituents to post stories (related to your mission) on your social media channels. Ask constituents to share your content with their networks.
Before you draft your next email, ask yourself:
What is unique about your organization’s mission that might be perceived as worthwhile to constituents during in this time of shattered norms?
How can you communicate this in a compelling way?
Can you use these communications to build the sense of community among your supporters?
Barbara Perkins, Consultant/Advancement Communications
bperkins@matchnpc.com