Save your communications with consistency
Consistency is an unsung superhero of communications, fundraising, and marketing.
We've all been there.
Hey team, what are we going to send out this week?!
Leaving your list in the dark for a week or more can hurt deliverability and help forgettability (not the help you want). It also says "hey, not much going on here."
But how do you keep the content going when resources, time, and things to talk about seem slim?
A few ideas:
Newsletters
You probably knew I'd say newsletters. But really, any good content product that meets your audience where they are (and that you can deliver weekly) is good. I do a lot of newsletter work so my head is there. But podcasts, videos, a regular update to a WhatApp channel...they can all work.
A weekly newsletter on a hot topic, thought leadership, or insider updates (for example) can keep people plugged in when you don't have big actions or asks. In fact, keeping folks supplied with useful (even interesting!) and conversational updates can send the message that they're part of this work, not just an action/donation tool.
Opted in newsletter subscribers are going to some of your most engaged supporters and prospects.
Make a plan
Put it in the calendar. Make sure people know their assignment. Follow up. Find them help. Good management can be boring. But so important.
Repurpose, reuse, recycle.
Odds are good that most of your supporters haven't seen or read most of your stuff. I don't want to say treat your content strategy like a thrift shop but don't be shy about mining for reusable nuggets. Make your life easier, not harder.
There's more to add to the list.
- Get in the habit of brainstorming and testing ideas.
- Make collaborations and partnerships across teams (program, comms, fundraising, tech, organizing, etc.) easier, the norm, even fun.
- Remove content from the realm of digital or just a few "experts." Everyone can be a content creator (though not every should be).
- Show your team(s) the impact and value of content and stories. Nobody wants to create content that doesn't seem to matter (or just because they're told to do it).
