Creative

Content Marketing Institute and Blackbaud’s 2014 Nonprofit Content Marketing Benchmarks, Budgets and Trends — North America report just hit the scene. In my world, this is exciting news, as it’s the first-ever research report to benchmark what’s going on with content marketing in the nonprofit sector — the sector I’ve spent the past 10 years of my life serving.

Needless to say, I’ve been geeking out over the data, so I thought I’d offer a few thoughts and insights based on the findings …

My wife serves on the board of a charity recently in need of a fundraising kick-start. In response, another director sent more than 400 letters to past supporters reminding them of the organization’s important work.

Information doesn't raise money. It lays the foundation for raising money. It gives you credibility and gives your donors a reason to listen when you appeal to their empathy and desire to help.

If your appeal letter isn’t pulling in enough money in the last few years, it might be the downturn. It might also be because your appeal letter reads like a grant proposal. So how can you come right out and be more original with your appeal letters? How can you be brave and stand up and write something different than has been tried before? Follow these 11 tips. I found them at James Altrucher’s blog, then rewrote them for a nonprofit fundraising perspective.

From video, to infographics, to a simple letter, I've seen nonprofits say thank you in a lot of different ways over the past few years. (Huzzah for your creativity, folks!) But no matter the level of sophistication, there are a few things that really make the thank-yous I love stand out … They're sincere. They give me a sense of the big picture. They're creative AND relevant. They're not JUST an excuse to ask for more. They showcase the ones you serve.

‘Tell a story” is one of the most common pieces of advice given to fundraising writers. “Add emotion” is another. Everyone knows an emotional story engages readers and leads to stronger results. But not everyone knows how simple it is to tell one. (But remember, simple doesn’t necessarily mean easy). Here are six tools that help:

Thanking donors is the one thing most nonprofits do not spend enough time thinking about. After you’ve sent out your appeal is too late to start thinking about what your thank-you letter or e-mail will say. Or who will sign it. Or whether someone who donates online will also receive an actual letter. Or thank-you call. Or who will make the call. Everything must be well-thought-out in advance. You must be ready to go, with different templates and strategies for different target audiences, well before you’ve asked for your first donation.

Of course nonprofits and charities don’t need a special day to acknowledge the essential role your donors and supporters play in helping you meet your mission — right? After all, your donors receive confirmation e-mails and thank-you letters when they make a contribution — don’t they? Well according to the many blog posts and articles I’ve read, many organizations aren’t sending thank-you letters to all donors.

Nonprofits have great stories to tell, but how can you stand out in a crowded field of generic content marketing? By tapping in to that wellspring of stories each one of your supporters and beneficiaries have. But it’s easier said than done. You have to be well-organized about how you generate and use content directly from your beneficiaries and supporters.

You’ve got to ease them into it with a supporting structure and purpose.

In his book "Building Donor Loyalty," Adrian Sargeant writes, “If nonprofits are to succeed, they need to develop fundraising practices that reflect the genuine needs of donors, inspire commitment to the cause and build loyalty over time." Building loyalty begins with effective donor communications practices. Here are 12 tips for improving your donor communications …