Want to know a secret?
There’s a trick to crafting the perfect marketing message for your nonprofit. Put your audience first.
We all know people who are all about “me, me, me.” We tolerate them when we need to, but we avoid them as much as we can. On the other hand, we gravitate towards people who show interest in our lives, while also sharing information about themselves. It’s a reciprocal relationship that feels good.
Crafting a message for your nonprofit follows the same rule of thumb. “You” marketing centers around your organization. “Me” marketing focuses on the benefits of what you are offering to people. How do you speak to their needs? How can you be of service to them?
Craft Your Message
These simple touchstones will help you create campaigns that are Connected, Rewarding, Actionable, and Memorable (CRAM), so you can catch your donors’ attention.
- Connect to things your audience cares about; such as making a difference, being part of a community, feeling good about themselves, feeling heard, etc.
- Reward people for taking action, both emotionally and tangibly. The most effective rewards are immediate, personal, credible, and reflective of your audience’s values.
- Action that is specific, easy to do, and measurably advances your mission offers an immediate sense of gratification.
- Memorable campaigns are unique, catchy, personal, tangible, desirable, and closely tied to your cause.
Once they’ve taken action, thank them for participating. Encourage them to tell their friends about their support of your campaign or organization by providing a link to share on Facebook, Twitter, and email.
OK, that’s one secret. Want to know the other three? Check out Insights, our new line of fundraising resources. These short bursts of information offer quick tips on how to make your nonprofit marketing and fundraising a success.
Download 4 Essential Nonprofit Messaging Secrets today!