Build Donor Bonds With a Behind-the-Scenes Look at Your Nonprofit
Nonprofit marketing is essential for fundraising success. You know that. However, you also know there's so much information, influence and sharing happening on social media that it's hard to cut through the noise. Furthermore, transparency and authenticity are essential because everyone has a voice in the “town squares” of social media. Using behind-the-scenes content in marketing can help exponentially.
Showing what you do behind the scenes is one of the best approaches you could do for marketing. In today's competitive marketing environment, a brand is more than a logo and messaging. A brand very much includes your team members. Share information about your team resonates with people because they get to see who they are. In short, they get to know the person on the other side of the phone.
Getting to Know the Team
Showing who you are and the distinct personalities of your team can help donor connect to your organization. For instance, we share an email with information about two team members every month. Those emails include each team member’s photo and some information, such as:
- Three words to describe the organization.
- Where the team member plans to take their next vacation.
- Whether they like coffee or tea.
- What's their hobby?
Based on people's comments, I’ve discovered that we're making a personal connection with those who receive our emails. There have been comments about what they've received and seen, and again, people appreciate the fact that they have the chance to know our team members better. This works for us, but it could also work for any brand. But by doing so, a brand gets to show its personality through its people. There's nothing better!
How to Show a Brand’s Personality Through Its People
There are many different ways that nonprofits can market their organizations and show their team members’ distinct personalities. A great place to start is simply by brainstorming and discussing how and what you want to share. Here are some opportunities for your nonprofit.
1. Social Media
The reality is that social is a great way to share behind-the-scenes content. My organization is always sharing content that takes our followers inside our offices, as well as when our team is attending conferences. Sharing the stories and ideas of your entire team on social is a great way to give voice to your brand.
2. Team Member Spotlights
As mentioned, my team is featured in monthly emails and social platforms. It's something that any nonprofit brand can do, and it helps supporters become connected to a brand and its work. When sharing team member personalities, it's always great to share personal information that shows their distinct personalities. So, ask people to share things about themselves that go beyond the brand and day-to-day work.
3. Livestreams and Q&A Sessions
Another great approach to increase your support of donors and your fundraising revenue, because people get to know who you are, is to do livestreams and Q&A sessions. Livestreams are great for showing people doing the work or being involved in community. For instance, you can livestream a fun volunteer or fundraising event. You can also livestream or record Q&A sessions with your team members and supporters.
4. Virtual Tours
One of the things I love doing on social is virtual tours, which can be livestreamed or recorded and uploaded to social at a later time. Virtual tours can be tours through your office, but they can also include tours through your community where you can have the chance to speak about the issues your nonprofit supports. Another virtual tour idea is to take your audience to conferences you attend. Let people see your nonprofit in action.
When you allow your audience to take a sneak peek of everything you do regularly, you're not just marketing a brand. You’re marketing your community and the people who make up your organization. In other words, you’re putting people front and center, and isn’t that what the nonprofit sector is supposed to do?
By showcasing the unique personalities of people within your nonprofit, you're bringing your brand to life. It allows people to get to know you, trust you and forge relationships with your organization. As a result of those elements, they will remember you when they want to support a cause. So, to cut through the content noise, start by sharing content about the unique people and community that make up your nonprofit.
The preceding blog was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.
Kristy Morris is a creative professional in corporate and nonprofit social media advertising and brand strategy. As the chief marketing officer at Funds2Orgs and Elsey Enterprises, she works with a suite of global fundraising brands and manages national campaigns for her clients. She hosts a monthly webinar with Funds2Orgs, teaching nonprofits how to make an impact with their social media strategy. Kristy is a passionate individual that loves nothing more than to help others make an impact in their market and the world.
Kristy also contributes monthly to her NonProfit PRO blog, “Marketing IRL.”