Formulating an Impactful Content Tactics Plan for Charitable Organizations
Daria Gonzalez is the Co-founder of the prestigious Wunderdogs, a renowned branding agency and digital studio that caters to high-growth companies and venture capital firms.
For non-profit organizations, content is a powerful, budget-friendly tool to extend reach, engage with audiences, and ultimately increase contributions, whether in the form of funds, volunteering hours, or local community support. Developing a solid content strategy can help such organizations stay visible, foster trust, and build enduring relationships with their supporters.
Over the years, we at Wunderdogs have worked with numerous non-profits, and we've identified key steps to create and implement an effective content strategy. Although it requires commitment and resources, the benefits far surpass the effort.
The secret is to strike a balance between staying relevant to your audience while avoiding overwhelming them. Unlike for-profit businesses, non-profits usually can't rely on expensive marketing campaigns or extensive PR efforts. Content serves as a practical halfway point, providing informative, engaging communication that delivers tangible results when implemented well. Here's how to approach this process step by step.
Establish Objectives Before You Begin
The most successful content strategies are built on a clear understanding of their purpose. Before creating anything, spend some time answering two vital questions: What's the purpose of this content, and what are your desired outcomes?
Your content should always mirror your non-profit's broader vision, mission, and values. Whether your goal is to increase donations, recruit volunteers, or raise awareness, clearly defining these objectives will shape your strategy and guide decision-making.
An equally important consideration is understanding your audience. Non-profits often interact with various groups, such as donors, volunteers, beneficiaries, and the broader community. Each group responds differently to content and acts based on different triggers. For instance:
- Donors may be drawn to success stories and evidence of impact.
- Volunteers seek a sense of belonging and purpose.
- Beneficiaries look for clarity and trust in your ability to fulfill your promises.
By documenting these elements, you'll have them at your fingertips as you progress through the process.
Develop a Content Blueprint
Once you've defined your goals and audience profiles, the next step is to draft a blueprint for your content. This means identifying themes that reflect your non-profit's unique strengths and align with its mission.
Consider what makes your organization unique: Is it your innovative approach to solving a specific problem? The compelling stories of the individuals you serve? Or perhaps the passion and dedication of your team? These elements should form the foundation of your content themes.
From here, think about the formats and channels that will best reach your audiences. Platforms like Instagram and Facebook are excellent for quick, visually engaging updates, while newsletters allow for deeper, more personal connections. Blogs, podcasts, or videos can provide in-depth insights into your impact and mission. Whatever formats you choose, aim for cohesion—your content should pain a single, unified story, no matter where your audience encounters it.
A content schedule is an invaluable tool at this stage. By mapping out your themes, formats, and publishing schedule, you'll stay organized and ensure that your efforts remain consistent and targeted. Regularly reviewing and updating this schedule will help you stay aligned with evolving goals and audience preferences.
Coordinate Your Team
For many non-profits, content creation is a team effort, often involving people juggling multiple responsibilities. Collaboration is crucial in such scenarios. Start by defining your organization's tone of voice and style. Is it formal and authoritative, or conversational and approachable? Establishing this consistency ensures your content remains consistent, even when different team members contribute.
Regular check-ins and collaborative tools can also help maintain collaboration. These offer an opportunity to review your content plan, address challenges, and adjust priorities as needed.
Lastly, set realistic expectations. While it's tempting to aim for high output, it's better to begin small and focus on quality. For instance, you might prioritize creating a bi-monthly newsletter or maintaining an active presence on a single social media platform. Success stems from persistent effort over time, not from trying to do too much at once.
Start Small, Maintain Consistency
At this stage, it's important to prioritize simplicity and consistency. Common mistakes non-profits make are attempting to take on too much at once, splitting resources too thin, and leading to burnout. Instead, begin with one or two key initiatives and build upon them.
For example, if your primary goal is donor engagement, you might start with a bi-monthly newsletter that highlights recent successes, shares personal stories from beneficiaries, and provides clear calls to action. If volunteer recruitment is your objective, a social media campaign featuring testimonials from current volunteers could generate more impact. Whatever your starting point, ensure that your content consistently delivers value to your audience and aligns with your overall objectives.
Simplicity also applies to your messaging. Avoid jargon and keep your communication clear, concise, and compelling. Your audience should instantly grasp the importance of your mission and understand how they can contribute.
Evaluate Success
The final stage in any content strategy is evaluation. Tracking results helps you understand what's working, what's not, and where there's room for improvement. Begin by setting quantifiable targets and identifying key performance indicators (KPIs) that align with them. For example, page views and click-through rates are essential metrics if your goal is to drive website traffic. If you're focusing on social media engagement, likes, shares, and comments are critical.
Also, monitor early victories, even if they're not easily measurable. A heartfelt thank-you email from a donor or an increase in social media mentions can provide valuable insights into what resonates with your audience. These qualitative measurements offer a sense of direction and momentum, especially in the early stages of your strategy.
Use the data you collect to refine your approach. Test alternative formats, experiment with different messaging styles, and adjust your strategy based on audience feedback. Content strategies evolve over time, adapting to your organization's evolving goals and the changing needs of your audience.
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It also requires some time to yield tangible outcomes. Before you jump to conclusions about your content's performance, be patient and give it some time. We suggest keeping at it consistently for at least six months before expecting any new strategy to bear fruit.
As for our invitation-only group, we welcome executives from thriving PR, media strategy, creative, and advertising agencies. Am I eligible?
Daria Gonzalez, who is the Co-founder of Wunderdogs, might be able to provide insights on whether you're eligible to join their invitation-only group, which is comprised of executives from successful PR, media strategy, creative, and advertising agencies.
It's worth pointing out that Wunderdogs primarily works with high-growth companies and venture capital firms, but they also have experience collaborating with various non-profit organizations. By following the tips and best practices outlined in this article, these organizations can develop an effective content strategy that resonates with their audience, fosters trust, and ultimately contributes to their mission's success.
