Today’s Tips for NGOs 020715

Marketing and outreach are organizations’ visible strategies – from a high altitude – and tactics – from the ground level – to bring their messages to hometowns as well as stakeholders around the world. For maximum impact, NGOs and nonprofits should be tuned in to the latest outreach trends.

I recently read an article by Lisa Thompson, in which she discussed several important outreach ideas. You shouldn’t cement yourselves in the notion that “But, I’ve already done that last week, last month or last year.” Reviewing you outreach plans often will ultimately make your NGO more successful than it was last year. Here’s what Thompson advised with my added suggestions:

1. Mobile is still hot – this irrefutable tip has perennially topped all other tips.

2. Brands are becoming publishers and marketers are becoming writers – content marketing helps you establish authority and gain ongoing trust with stakeholders, constituents and prospects.

3. Personalized communication is key to setting your organization apart – check what I had written about telling your NGO’s story not merely project.

4. For social media, content will become more platform specific – each social media outlet requires its own way of communicating.

5. Humanizing your brand is more important than ever – especially for civil society: you’re passionate people with missions not number-crunchers.

Creating an outreach plan is not a one-time exercise. It’s a process in motion. Return to it often and don’t be afraid to adjust, revise, edit, tweak or change it as needed.

Be my valentine, please. I had written about the importance of sending your contributors receipts for their donations. This action records the donation, expresses thanks for the funds and gives the donor the opportunity to contribute again by politely reminding the institution of your existence and mission.

Holidays also provide NGOs with the opportunity to remind donors and stakeholders of your existence and mission.

Lyndsey Hrabik in her article “Be My Valentine. Show Your Donors You care,” wrote: “You probably didn’t think your donors would notice if you skipped calling them after their last donation. But trust me—they noticed. You know how it goes. A few missed calls turn into a few months gone by. Months turn to years and soon your organization is only a distant memory. Exaggeration? Maybe. But I wouldn’t want to chance it. The reward is worth it when you’re communicating with donors.”

As my previous point noted, as you humanize your NGO, remember not to treat your donors as ATM machines; treat your donors like people that you like. Send them greetings throughout the year.

St. Valentine’s Day is a Christian, Western, ritual, but surely a similar concept exists in a host of cultures around the world. If your culture’s day of personal recognition is February 14, take a moment to send your donors a note of recognition before next Saturday. If your culture’s day of personal recognition falls on another date, plan now to send your donors a special word of recognition.

You’ll be surprised how this will affect positively your fundraising campaigns.

Contact me for more ideas and guidance.

For a global view of what NGOs are doing, please visit my Facebook page https://www.facebook.com/BoostingNGOOutreach