Like You’re Talking to a Friend (Do It Differently: Part 2)

connectWelcome back to our new Do-It-Differently series, featuring fresh ideas from the field. Thanks to today’s idea generator—Todd McPherson, development director, IFCS.

We revised our tone and content to be more direct, frank and engaging—like a one-to-one conversation: For example, we’re showing results of donor generosity (rather than talking about them) and sharing organizational changes in progress. 

Goal: We want to build stronger, more long-lasting relationships with our community, and realize that the only way to get there is to get closer with them. So we decided to shift our tone from the more formal and institutional (as it has been) to one more personal, warm and inclusive.

We hope to motivate ongoing active conversation with donors, prospects, supporters and program participants by inviting them into our organization as partners, rather than talking at them. Our first benchmark is receiving  questions or suggestions from these folks on a regular basis.

Results to Date—It’s Working: Many donors have already contacted me to share their appreciation for our friendlier, more inclusive messaging. In fact, several of them have requested permission to share content from our year-end newsletter in their own communities (thus increasing our reach).

Others have gotten in touch in touch to share ideas or offer their assistance to tackle some of our organization’s concerns. That’s exactly the kind of result we’re looking for—stronger, closer relationships! 

More Ways to Get Close to Your People
How WE Do It! The Best Video Ever
WE Rules! Make Your Messages Matter Now

How do you get closer with your supporters? Please share your tips and tools here.

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Originally published on the Nonprofit Marketing Blog

Nancy Schwartz on December 8, 2015 in Branding and Messages | 0 comments
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