Aug 28, 2015
Nonprofits need unique and diverse ways to encourage donor engagement. There are a growing number of nonprofits in the space, which isn't necessarily a bad thing. However, in terms of overall market share and donor finances to go around, the competition is steep. That said, you need to build a cohesive campaign that not only interacts with donors effectively, but also builds a sense of trust between them and your organization.
A great way to create more personal connections between you and the donor is by telling a story. Historically speaking, stories have bridged personal gaps and connected people since the beginning of human civilization. There's no reason why nonprofits cannot create their own unique story and share it with their donors with regards to how they're looking to better serve their surrounding community.
Keeping that in mind, here are three ways your nonprofit can improve its storytelling and create lasting relationships with the people in your community that matter most:
- Understand your audience: Although it's best practice to come up with a unique angle, it's critical that your nonprofit tells a story that plays to the interests of your audience or target market. A nonprofit could come up with a compelling story, but if it doesn't align with what its donors believe in, there's a likelihood the message won't resonate. If a message doesn't stick, processing donations won't be in the cards for that nonprofit.
- Choose the right medium: Similar to knowing what type of subject matter your audience knows, it's important to select the right medium you want to communicate your message in. You could nail the content and subject matter, but if it's in the wrong or least effective medium, that could damage how donors interpret your story. Videos and graphics are great for sharing online and can get a lot of information across in a small space. However, a quick newsletter or text story can communicate a small amount of information quickly and effectively. Whatever the case may be, NonprofitHub suggested that nonprofits keep it short, sweet and to the point.
- Don't forget a call to action: So now that you have the right medium and subject matter, all you need is a proper call to action to optimize donor engagement. The story in and of itself should be powerful enough to entice some type of reaction from the donor, but nonprofits need to make sure they leave a strong taste in the mouths of the benefactor once the story is completed.