In our increasingly virtual world, we have more capabilities for connectivity than ever before. Thanks to the tools available, we can share information with our donors in several engaging ways and find immediate resonance.
Tell a story.
The best way to move people is to tell them a story that pulls at their heartstrings. Give them reassurance with a direct example of where their donations are going. Depending on your budget for marketing, there are many feasible options to incorporate within your pre-existing campaign strategies.
Three key aspects to be aware of when you share information with donors are:
- Increase donor engagement with direct examples of the impact they are making.
- Express gratitude for their support.
- Build and strengthen your donor relationship. Be the bridge to a connection between donors and your organization. Encourage interconnectivity amongst the virtual community.
Here are four virtual marketing tools available to help you share information with donors, while creating a strong donor relationship:
1. Infographics
Graphic designers and illustrators deserve more credit. Whether you have an internal team member or outsource these duties, the work they offer can add a visual impact to your information that may otherwise fall flat. Infographics are great for social media posts. They are easily shareable, allowing you to reach new audiences and donors. They deliver statistics in a snappier way amidst long-form content, and they are great resources to download from your website.
Branding infographics is essential, so remember to include a watermarked logo and play within your branding schematics. This is key for your website’s downloadable content, because when it is shared on social media, your organization might not be credited, creating a lost marketing opportunity.
Let’s say you have a very stats-driven message you want to share with donors. Infographics can increase interactivity with colorful design in a chart format. For example, you can share a pie chart that illustrates where donations have been allocated. Designing an infographic offers information quickly, and you can use it across your different connectivity channels.
Venngage, the leader in infographics, shares some great examples of “activating empathy” through this marketing tactic. Sharing clear stats and exciting updates are ultimately the way to prove your work’s legitimacy and it perpetuates the positive news cycle you are developing for your organization.
2. Video
The Big Kahuna of digital marketing, video content is more in demand than ever. It is both on-trend and forward in thought. Video ranges from high-budgeted and produced segments to shooting content on your phone with a steady hand or tripod. If you are looking to build a resource library, you can store the videos on your site (check with your web designer for capabilities) or begin to build your network up on YouTube. Short-form video content on social media platforms such as Instagram or TikTok are smart ways to convey messaging too.
The potential for visibility increases with video because of the multitude of platforms you can find it on, and you can spread your reach to audiences of a diversified age range.
3. Audio
Podcasts are the present and the future. If you don’t want to invest in an entire series format, take cues from content creators, and upload audio clips with vital information to your website, social channels, and even email newsletter campaigns. Record meaningful conversations such as interviews or even snippets of team meetings and share them with your audience. Radio is not dead; it’s just different now.
You can take these recordings, and much like a video clip, embed them into your website. Another option would be to upload content on an external platform and add a widget to your site. For example, let’s say you decide to produce a podcast and host it on Spotify. You can embed a direct Spotify link onto your webpage, allowing visitors to directly access the podcast, without leaving your site. If you work with a web developer, they will be able to help you with this further.
4. Apps and Online Communities
A unique and immersive idea would be to create an app for your organization. It can involve aspects from all three elements previously discussed, allowing for full inclusivity in obtaining information, but in one central place. It also allows your donors to feel involved in a community, where they can engage with other donors and be the first to know about upcoming events. You can include message boards or chat rooms, where donors can suggest fundraising ideas, sign up for volunteer opportunities, and strategize about advancing your mission. If you are short on staff, encourage members to become a volunteer moderator, where they can monitor the forums and conversations, and even upload content for you.
Alternatively, if creating a custom app is not feasible, you can use existing online communities. If you are on Clubhouse (unfortunately, this is an invite-only chat-app), you can host events to engage with your donors, while also growing your reach by connecting with likeminded individuals on the VIP app. Creating a Facebook group offers similar capabilities, but with more accessibility.
When reframing strategies with these four creative elements in mind, you will have a fresh marketing perspective. Sharing information with donors will be more impactful in the process. As you head down this content creation path, do your research, understand your target audience, and determine what can be produced in-house. Content creation takes time, but the long-term results can be highly beneficial, especially now that Millennials and Gen Z are becoming active donors.