As I write this post, citizens are casting the final votes in the US election. Reaching this milestone somehow frees me to think ahead. To really consider what is next.
For donor communications that is. Right now, you will be activating plans to send Thanksgiving messages; to solicit year-end giving: from #GivingTuesday to high-end LYBUNTS. Timing is tricky given the uncertain schedule for election returns, on top of the seasonal holidays.
But, my mind jumps ahead to 2021. Might we be able to hold in-person events again this time next year? When will it feel right to invite a donor to lunch? The real question is, how are you nurturing relationships with donors and prospects until you “meet again”?
My answer: go into the new year thinking about donor communications holistically. Newsletters, posts, appeals. January to December. Everything your constituents receive is based on the same deliberate messaging. This is a known strategy to increase both efficiency and effectiveness. It is known as Integrated Marketing Communications.
Everything you put out there during the year builds on one another, reinforcing your message. The focus is on relationship-building rather than a transaction. Instead of re-creating the wheel with each project, you add a customized spoke that is targeted to key audiences (which translates to less staff time for developing your creative).
This requires taking the time to develop a plan for the year, accounting for every touchpoint your constituents get from the organization (not just your office). As you sketch out the plan, keep these guidelines in mind:
• Who do you want to reach? (Hint: “Everybody” is not an acceptable answer)
• What is their connection to your mission? Are they aware of your impact in their area of
interest?
• How do you want them to think about your mission and impact?
• Connect your goals and needs to the mission through story-telling.
• Consider every communication channel, outbound and inbound.
Need help getting started? Check out Donor Communications: A New Roadmap for Covid-19 (and Other Crises), our newest product for those needing hands-on assistance.
Barbara Perkins
Consultant/Advancement Communications Specialist
bperkins@matchnpc.com