Thursday January 22- Finding content

Hi !

Do you remember: What’s cookin this week 

In this week’s enews…

• Where’s the content?

• I’ll tell you where!

• Great post: How to retain first-time donors

• A family picture 

The solution to the Triple E (enews easter egg) from last week: The opening lyrics to “Eternal Flame,” a fav song by the Bangles.

On my reader survey, some of you mentioned that finding content to share with your audience is a pain point. Let’s dive into that.

That episode of: Where to find content- internal

If the only time people hear from you is when you need money, they’ll tune you out. Quickly.

You need to connect with them using content that provides value, educates, demonstrates that you share their values and helps build the relationship.

And yes, while I agree that content doesn’t grow on trees, you are literally surrounded by potential content to share.

So where will you find content? Start internally with your organization.

1️⃣ Staff: They’re working on your mission 24/7/365. They’re conducting programs and delivering services. They’re field experts. Staff are a HUGE source of content!

They hear and see potential stories. They can share impact, both qualitative and quantitative. Someone or multiple people may keep on top of the latest research, data, advocacy efforts and articles related to your mission.

Appoint a point person on staff who will be in charge of asking and gathering stories, data, impact etc. and then getting it prepared for the person in charge of sharing content.

2️⃣ Volunteers: They aren’t just giving their time and effort. They are also a separate set of eyes on what’s going on. They may have a different perspective than staff.

Ask them for their thoughts. Ask them why they volunteer. Ask them to explain how they think your organization is impacting the community.

Bonus: Featuring them in your content can serve as social proof and encourage others to join your efforts.

3️⃣ Fundraiser: When I meet people IRL, I love getting to know them better. When I was a fundraiser, I did the same. It’s all about building relationships.

I asked questions to learn more about their values, what impact they wish to have on their community, why doing good for others is so important to them.

Your fundraiser/s have information which can be turned into content. If they’re doing their job, they are recording in your database each donor interaction and adding valuable info. That info isn’t just important for getting another check…

4️⃣ Board: They’re very busy people. Why do they give their time and effort to help your nonprofit grow and thrive?

They may be experts in different fields. Can their knowledge and expertise be turned into content which your audience would find interesting and informative?

Before you start searching high and low for content you can share on your blog, social media, email and video, start inside your organization. Plenty of stories, data, educational content and more that you can push out.

But let’s not stop there. Let’s find even more content for you to consider.

Three’s Company: Where to find content- external

Four more sources of content for you.

5️⃣ Social media, enewsletters and blogs: Are you following other organizations in your field? Subscribed to enewsletters which discuss areas related to your mission? Do you read blogs and watch YouTube videos from field experts, public officials and others who share content related to your area of expertise?

Plenty of content out there. You need to find the right accounts and then pay attention to what they’re publishing. It’s ok for you to share an article that someone else shared. Link to a video with educational content. Point people to a study with the latest research and data.

6️⃣ Thought leaders: Your organization is named Save the Snails. Who are the leading snail experts out there? Find them and pay close attention to the info they share online. They’re the snail smarties- you’ll wanna read what they post and possibly share it with your audience to help educate them.

7️⃣ User generated content (UGC): There are people out there talking about your organization, its work and impact. Highlight and spotlight!

Someone posted on Instagram about you? Repost and thank them!

An event participant uploaded video and pictures? Make sure to give them a public shoutout!

A speaker used your organization in a speech as an example of how to do things right? Gratitude gratitude gratitude!

Not all the content you share, post and publish has to be original. It’s great to highlight what others are saying and posting about you.

Finding content doesn’t mean having to search the Interwebs for hours. There are plenty of good sources of content.

BONUS HELP: I’ve published an ebook called “101 email content ideas that are NOT a fundraising ask.” I provide 101 different ideas for content you can share via email that are not you asking for a donation.

As an enews subscriber, I’m offering you a 20% discount on the price. Simply use the coupon code “thrival” on the above link. Download the ebook, go thru it and use the ideas to build out your email content so you connect with readers while educating them, providing value and building the relationship.

Where there was a: A little of this and that

In this section I’m going to share with you great content I’ve picked out that you can learn from.

1. 3 best practices for retention of first-time donors. MUST READ!!! (Nonprofit Hub)

2. What motivates donors to give more (Greater Giving)

3. The cost of ignoring mid-level donors (Nonprofit Pro)

4. 5 responsibilities of a nonprofit Board (Grassi Advisors)

5. Use personalization in P2P campaigns (Nonprofit Tech For Good)

Misunderstanding: A holiday family picture

Did you send out a family picture around the holidays? I saw this and got a great laugh out of it!

🎶 This week I listened to “Time of my life” from Dirty Dancing on an endless loop while composing the enews. For me, the Dirty Dancing soundtrack is a top three of the 80s along with Top Gun and Rocky IV.

I’ll be back in your inbox next Wednesday. Have a great weekend!