Still time: Summer-ize Your Marketing

Summer-ize Nonprofit MarketingYou know it, and I know it. Shaping content that matters to your readers is everything. But that’s tough when we’re all seasonally distracted by the fireflies, fireworks and family vacations.

Even though schooldays ended eons ago for most of us, our focus, attitudes, and readiness to act change as the weather warms. But how to reshape your communications to meet your people where they are?

Here are three ways to up your summer communications game in the next few weeks and future summers:

  1. Change timing and/or frequency. A quick poll of nonprofit communicators found this to be the most common summertime shift.
    • No Friday sends.
    • Send less frequently.
  2. Shift your topic, tone, and language to make it seasonally relevant and fun.
  3. If you know your people are on email less and Facebook more, follow them where they are. This applies whatever the season.

And more…summertime shift guidance from some of the best fundraisers and communicators I know:

  • Make your content more fun, light, active, and short attention span friendly, advises Kivi Leroux Miller from Nonprofit Marketing Guide.
  • Craft your asks to be short, sweet, and personal, like this creative appeal from Food for the Poor, suggests fundraiser Pamela Grow.
  • Be aware that you’re communicating with people who are on or just back from vacation, says John Haydon. That could mean sending an email twice (with a fresh subject line the second time), with round two going to those who didn’t open the first, and extending a campaign period into early fall.

Whatever summertime shifts you consider, it’s ideal to base them on what you know about your people, anecdotally and via data on last summer’s responses. If possible, measure before and after each shift, and make only one change at a time, so you know what does or doesn’t work.

There’s still time, friends. Get on it!

What summertime shifts do you make in your marketing campaigns and communications? Please share in the comments section!

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Nancy Schwartz in Relevance Rules | 0 comments

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