Aug 18, 2015
Nonprofits have a number of ways they can engage their donors thanks in part to today's digital technology. There are a number of different channels that offer instant and direct communication to benefactors, which highlights the importance of providing relevant and valuable content on a consistent basis. Regular production of new content is an ideal strategy, but that's not always as easy as it seems. If your nonprofit has published a large amount of content in recent months, it could be useful to revisit former newsletters and other forms of content to find inspiration and figure out how to pivot or repurpose older information into timely or valuable content again. It's important that you don't create any duplicates, but that's not to say you can't repolish content and approach it at a different angle to send out to current and potential donors. Keeping that in mind, here are three tips on how to best repurpose old nonprofit e-newsletter content:
- Take a different approach: Newsletters are a great way to engage donors and keep them informed on the latest and greatest news your nonprofit has to share. However, there's no written rule that says charities have to send a newsletter each time they engage their donors. A text-filled newsletter is a great way to communicate a particular message, but there are many other ways to get a similar sentiment across - all it takes is a little outside-the-box thinking. If you relied on a text-heavy newsletter last time around, it could pay dividends to incorporate some images or a graphic to help tell your story. According to the Social Science Research Network, nearly two-thirds of respondentsidentified as visual learners. Connecting with donors in a visual manner using similar or relevant content could lead to an increase in online donation processing.
- Turn the content on the reader: Instead of informing the reader about what the charity has been up to lately, it may be beneficial to instead address the donors themselves and express your deep gratitude for their consistent and helpful contributions. After all, processing their donations has directly contributed to the success of your organization, so showing your support and appreciation could lead to further engagement and financial contributions down the road. Nonprofit donors want to see their money in action and genuinely appreciate charities that take the time to address their contributions.
- Split up one into many: The last thing your nonprofit can do to repurpose previously generated content is taking one piece, or in this case one newsletter, and turning it into multiple. Recycling content doesn't have to be all in the same format, nor does it have to be included in the same piece. For instance, nonprofits can take a single idea from a former newsletter and expand on it in a different one. There's no limit to how many pieces a charity can create, either. In fact, the more diverse and interesting the content, the more likely a charity is to engage its donors.