Studies like the Next Generation of American Giving Report show that all generations appreciate a mixture of online and traditional communications. The smartest nonprofits are those that use social media to spread the word and raise money.
They realize that their supporters don’t receive and respond to information in the same way, and so they deliver their messages in multiple formats. I recommend an approach that hits all streams of communication. Messages sent by different paths reinforce one another and make for a stronger message and for a strategy that covers all the bases—and all the donors.
Let’s say, for example, the food bank you direct is having a fundraiser. Here is a comprehensive way to market it:
After the event, send a thank you, by letter or by email, or both, to those who attended. Let them know how much money was raised and how it will be used. Post photos and videos from the event on the food bank’s Facebook page. Provide a report about the success of the fundraiser.
And be on the lookout for new ways to communicate. Social media is changing fast; the best organizations figure out how to put new communication tools to work for them.
Make sure to check out our resource on donor acquisition.
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