How hard is it?
Did you miss the introduction? We are using Mercy Ships as the charity for this series. If you have missed our previous posts, click here:
Communication, that thing that can drive you CRAZY!
Most nonprofits think more communication is better. Most donors disagree. But at the same time, almost 50% of donors stop giving due to charities "failure to communicate".
Most nonprofits think more communication is better. Most donors disagree. But at the same time, almost 50% of donors stop giving due to charities "failure to communicate".
Research shows...
- Corporate donors like communication as a one-page newsletter. Edited to show only the impact and interests of their donations.
- Individual donors lean towards newsletters that "Story Tell". One page newsletters that paint a more vivid picture of the HOW and less on the "statistics & numbers".
In both cases, the donor complains of the communication method is to frequent. Newsletters are lengthy in non-essential content. But what is non-essential if the donor is looking for a more personal connection?
Keep it simple, pay attention to donors, and read between the lines!
- Acknowledgment, appreciation, and "Thank You!" for gifts received
- Updates on accomplishments
- Tell personal stories and give specific results
One thing stands out, don't use EVERY communication to ASK FOR MONEY!
Nonprofits can avoid the "wrong kind" of communication, over-solicitation, by using social media. This allows the donor to control the amount of content they want to receive.
Mercy Ships for example, gives several great content outlets:
- Facebook - https://www.facebook.com/MercyShips
- Twitter - https://www.twitter.com/MercyShips
- Vimeo - https://vimeo.com/mercyships
- Pinterest - https://www.pinterest.com/mercyships/
- LinkedIn - https://www.linkedin.com/company/mercy-ships
- Instagram - https://www.instagram.com/mercyships/
In my experience "Personal Connection" is the greatest communication.
Which we will discuss next time...
