Tailor your marketing materials to your goals

Whatever your mission, your nonprofit is a business, and your job is to meet specific goals for serving people and places, and raising money.

So gear your communications to meeting those goals.

Start by identifying the audiences you need to reach to meet your goals, and the communications materials you need to engage each of those audiences.

If you are planning an annual fund drive, along with an endowment campaign and several fundraising events, for example, you will need materials to support each of those activities, as well as notes or letters to thank donors and participants.

You also should create a calendar that spells out when you will need each those materials, making it clear who is responsible, and their deadlines are, for each step in the process of developing, producing and distributing the materials.

Customize all communications materials to your target audiences, creating different versions of a fundraising letter, for example, so the letter you send to an annual donor recognizes that donor’s previous gifts and differs from the letter you send to a prospective or major donor.

Finally, integrate your communications, so the message you are sending for a fall fundraising appeal, for example, also alerts people to your spring gala.

Your goals should drive how you work, and your communications should help you meet your goals.

Want help?

Philanthropy North Carolina is a consulting practice that provides writing and strategic communications support for nonprofits, foundations, colleges and universities, and others working for social good.

To find out more about hiring Philanthropy North Carolina to work with your organization to improve your communications, contact Todd Cohen at 919.272.2051 or toddcohen49@gmail.com.

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