Cut Through the Year-End Messaging Clutter
Make your nonprofit’s year-end messaging standout and “sell” better this giving season.
Thanksgiving is almost here, which means Black Friday is imminent, #GivingTuesday is around the corner, and Christmas and Hanukkah will be here faster than you can say, "Happy Covid-free holidays!" It's a sad but true fact that right in the middle of "the most wonderful time of year," our lives get insanely busy — and our poor inboxes and social media feeds explode with "pick me" messages. It feels like everything and everyone is competing for our time and attention. The kicker for nonprofits and foundations is that it's also "go-time" to get those year-end appeals out the door. Ayyyyeee!
All of this year-end madness has me thinking a lot about selling — something most nonprofits don't talk much about (but should). While sipping hours-old cold coffee and wrapping my brain around writing a kick-ass sales page (yes, your nonprofit probably needs one), I stopped and asked myself, "how well do we actually "sell" as nonprofits?" And more importantly, "how can we do it better?"
It's hard for many of my nonprofit peeps to imagine selling anything when most of our services are free. Still, most nonprofits are starting to warm up to the idea of dedicating time and resources to at least some fundraising and marketing -- which means on some level, we're all selling something. Sure, We don't profit from our goods and services like private businesses, but we're still selling. Whether it's a #GivingTuesday campaign or we're trying to get community members to a food drive, we have to sell ideas. Luckily for us, the ideas we sell are grounded in making the world a better place. That carries a lot more meaning for me than selling a pair of shoes ( which is why I started Dream Catch Consulting:).
After writing for so many amazing social justice clients, I've learned selling for nonprofits comes down to one key thing —> moving people toward making positive change. Trust me when I say this is a lot harder than selling a gorgeous iPhone or even where to eat your next great meal. That's because the call to action is a **much** bigger ask than a one-time impulse purchase (damn you, Amazon Daily Deals!).
We're asking people to trust that we can provide the means, resources, and support they need to make real, lasting change in themselves and the world. That requires some next-level selling if you ask me. But don't worry, you can do it with two simple elements you probably already have: inspiration + proof.
The first part, inspiration, is about getting people to imagine how they and the world around them can change for the better, thanks to your organization. The second part, proof, takes a lot more work that happens all year long. This work looks like showing up for your community day in and day out, being consistent, being visible, and (from a writer's perspective) speaking their language. Bonus points if you make the process of positive change as easy as possible, so people don't give up (I'm looking at you clunky online donation forms and layers of bureaucracy just to get the help we need).
Keep in mind, even if you have proof that you've been doing fantastic work all year long, people won't know about it unless you're consistently telling stories. And not just any old stories — I'm talking GOOD ones. You know, stories about people who face seemingly insurmountable challenges in life and then somehow turn it around thanks to their hard work backed by your organization's support. Sharing how these people tap into their inner power are the stories we need most right now because they restore our faith in humanity. Let's be real, after a year like 2020 who wouldn't want to hear more stories like that?
OK, so recap, if you want to weave together a beautiful story that screams "Forget about Black Friday and put your money where it really counts!" try this:
Start by inspiring people. Help them visualize how you can help them make a positive difference in themselves and the world.
Build trust by telling heart-moving, proof-filled stories. Don't hold back here! Use the power of real people and data to do this.
Make it EASY for people to support you. PLEASE fix that clunky online donation form and whittle down your process to just a few easy to understand steps, so people don't get exhausted while trying to engage with you.
Focus on ONE realistic call to action based on the work you've done this year. If you struggle with sharing your message consistently, don't expect to get huge donations from people who haven't heard of your org. Instead, focus your year-end goals on engaging new people in a specific way, like building your email list. It will pay off tenfold next year.
I know it's a SUPER busy time of year, so I hope this helps you get the wheels turning if you're feeling stuck on how to make the most of your year-end. Until next time, keep doing your good work, keep telling your stories -- and most importantly, keep dreaming. Teresa