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How Content Marketing Influences Donors

It’s that time of year again! The Holidays bring on a spirit of joy, love, and most importantly for nonprofits, the want to give to others. The trick is how to capitalize on the giving season in a tactful way. Content marketing gives nonprofits the ability to tell their story and give others a reason to care about what they stand for. In February of 2016, a survey was conducted by the nonprofit software companies Abila and Finn Partners to determine what enticed donors to give to a particular cause. Seventy-two percent said poor content would deter them from wanting to give to a particular cause. What does this mean for you? This means you must feed the donors with the information they want or suffer missing out on a large portion of donations.

Emails are still one of the main ways nonprofits send out their content to reach donors. But what type of content should be within the emails? Try to incorporate a mixture of content, from short video clips, photos, and two to three paragraph articles for donors to review. Before creating the content, create a donor profile where you outline what a typical donor looks like for your organization and what type of content would be of interest to them. When content is too vague or isn’t seen as valuable to a donor, that may push them to send their pocket change to another organization. Also, make emails frequent, but not annoying. Try sticking to once per week.

Social media content is growing for nonprofits with over 92% taking to social media to gain more awareness and followers. There are tons of opportunity for different types of content on social media. You can use videos from events, photos of individuals being helped by your organization, and tell the stories of those who have benefitted from your service. Also, mention the donors who have contributed to your nonprofit to acknowledge their generous donation and encourage others to want to be featured as well.

Create a content hub on your website where blogs can be readily available for your donors to read. Find information that not only touches your donors, but those who would be seeking your help. Donors want to see who they are helping and know how they helped them, so use your blog as an opportunity to share stories! Try to keep the stories short and sweet for a more impactful reader experience. Also, you can share the troubling stats and the reasoning that proves your nonprofit is necessary to help others.

By creating a meaningful donor-centric content marketing strategy, your nonprofit will have a winning strategy to capture more funds to help others! Treat your donors like friends who you want to share stories with, and they will want to continue donating to your cause. Take advantage of the giving season with amazing content. For help with creating donor-centric content that entices people to donate to your cause, visit our website or give us a call at 866-471-4748.


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