How to Develop Strong Messaging that Reaches your Audience
Nonprofit AdvocacyThe potential to double response rates when connecting a fundraising ask with a nonprofit advocacy initiative are well documented. A recent study found donors are seven times more likely to give when the ask is coupled with an organizations advocacy messaging. This remarkable increase in the probability of a donation is encouraging, but the competition for donor dollars is still very stiff. Nonprofit advocacy must pay special attention to messaging. In particular, you need to differentiate your organization from the others. Your constituents will often rely on a few communications when deciding on contributions.
Nonprofit AdvocacyMultiple Messages.
Many solicitations include multiple messages.
A wide range of statements become problematic when they dont relate back to the organizations mission statement.
They can become confusing to the donors and, in a worst-case scenario, decrease donations.
Its critical all nonprofit advocacy messaging ties back to the organizations mission statement.
Nonprofit AdvocacyMisaligned Organizational Messaging.Another disconnect often occurs in messages from within the same nonprofit advocacy but to different audiences. For example, different people within the organization may create different messages to prospects, donors and to the public. The result? A misalignment in organizational messaging. Having different messaging can cause major issues for nonprofit advocacy. Messages must be consistent and aligned around one central principle the organizations mission statement. That doesnt mean the message needs to be identical; but it needs to be consistent.
Nonprofit AdvocacyRegulating Stakeholder Messaging.
Nonprofits have multiple stakeholders who deliver messages on their behalf. Unlike printed material, its more difficult to control the messaging of various stakeholders such as board members, employees, volunteers and others. Although you may not be able to control every message delivered by your stakeholders, you can work with them to improve message consistency. Through education, you can show the important role everyone plays in fundraising and nonprofit advocacy. You can also illustrate the negative impact improper messaging can have on donations.
Nonprofit AdvocacyUsing New Messaging Channels.Todays donors get their information from a variety of sources, including social media and mobile marketing. If you use only traditional channels to deliver your message, you could be missing out on reaching a significant portion of your target audience. As with all marketing communications efforts, you want to know your audience and reach them through the vehicles they use.
Nonprofit AdvocacyAt IPM Advancement, we understand nonprofit advocacy and fundraising are simply different ways of mobilizing constituents to fight for your cause.
Using multi-channel Internet, phone and mail strategies, we expertly align your mission with constituents who want to support your cause. In todays economic climate, we know nonprofit advocacy strategies need to yield solid results.
Thats why we always use best practices to make sure you get the highest response rate from your advocacy appeals.
About the AuthorEdward Phillips, MBA is Chief Creative Officer of IPM Advancement, a leading non profit fundraising company.
Visit us at http://www.ipmadvancement.com or call 623-687-3908 for more information about Nonprofit Advocacy.