Restart and recharge.
They’re the words we’re hearing frequently these days as our nonprofits open their doors to resume programs and our communities get back to business.
Is there such a thing as business as usual now?
Assuming your nonprofit has spent at least part of the last year adjusting your programs and services to fit new protocols, your organization will be challenged to continue to adjust and adapt your operations like never before in order to achieve.
Just making changes in our programs and services is not enough. We have to tell our key supporters and members what we’re doing and we have to break through all the messages they are being inundated with every day.
How are we communicating all the new changes to our customers or clients? How will we market ourselves now to attract new ones in the months ahead?
Let’s think creativity and communication!
First, take a deep breath. Take out your marketing plan. Now, overhaul your current communication strategies.
That’s a big step! Consider that many of the tactics that worked in the past will not work now or will not be applicable. If we didn’t know before, we’ve learned that digital and e-communications, websites, and social media are more important than ever.
It’s how 85% of us are getting our information and interacting, according to market data provider Statista.
We need to review our target audiences and whose most likely to want or need our programs. More than ever, targeting specific key messages to specific target audiences is critical. Review the appropriate medium for the messages and who or what forum in your organization will be the messenger.
Adapt your communication strategies to our current customers and donors first, and then identify the potential new audiences you want to reach. Finally, break them into priority groups and start at the top.
Most importantly, don’t forget to include current photos and videos in all your communications. If you’re requiring customers to wear a face mask and no photos on your website or e-communications show people in face coverings at your facility, you are sending conflicting messages.
Integrate more social media into your strategies.
Nielson studies show that 92% of Americans believe the recommendations of friends and family over all forms of advertising. Social media is our current word-of-mouth strategy.
Of course, Facebook and YouTube are good platforms to promote your programs, integrate video marketing, tell success stories, seek donations, and more. But don’t forget to consider others that may be reaching one of your target audiences most effectively. Instagram, Twitter, LinkedIn, Whatsapp and more are also hugely popular and effective tools.
It’ll be too time-consuming and too overwhelming to tackle them all, but your communication strategies should now include several platforms that will reach different and new target audiences.
Now is the perfect time to try a new app.
Adapt Creative Content and Develop Messages to Cut Through the Clutter.
No part of our post-pandemic marketing strategies may require more adapting than our nonprofit’s key messages. With thousands of messages hitting us each day, you have 8 to 10 seconds to hook us in and get us to keep reading.
Experts say the most effective messages are out of the ordinary or unique, grab our attention, include visuals, and target specific rather than generic audiences. Use whatever tools you have to stand out in the crowd and let us hear your key messages.
Be creative and make sure you’re telling people about all the great things you’re doing. Your supporters want to know… and they want to find out more.
By adapting and adjusting your communications strategies and your marketing plans, you will effectively reach your members and clients and you will find even more knocking at your door and visiting your website and social media.
Even though business as usual may have changed, you can absolutely achieve success!