Cohesive messaging that drives donations
Tuesday, December 17, 2013
Your good cause may be doing a lot of different things, but no doubt donations help pay for many of them. You should be sending one cohesive message to your donors that drives them to your donation page. A consistent message across all communication platforms will help donors understand who you are and recognize you when they see you on a new platform. Consistent messaging will help push donors to your donation page and improve your fundraising efforts.
Your message to donors
There are a lot of different ways that you can improve your call to action, but the message needs to remain the same for all calls to action on all your communication channels.
Let’s say that you need donations right now to meet your capital campaign goals and build the new office your nonprofit organization desperately needs. That key goal around that message is the same whether you’re sending an email, creating a post for Facebook or Twitter, sending out postcards in the mail.
That doesn’t mean that the subject line of your email is the same copy you’ll tweet to your followers. However, the overall message and purpose for driving them to your donation page need to be the same, just formatted to be effective on whichever platform that message is being delivered.
Keeping language consistent across all your channels will make your campaign stronger and more effective by reinforcing your message wherever and whenever your donors see it.
Connecting consistently online
Sending a consistent message that leads donors to your donation site also means ensuring a consistent user experience for donors whether they access that site from a mobile device or a desktop computer. Your donation site needs to be ready for all kinds of traffic, both mobile and traditional.
Your donation page needs to be optimized with responsive design so mobile donors can make that donation easily right then while they are thinking about it. Furthermore, you need to think about how your message will reach mobile donors before they even jump onto your website. When you send out emails, make sure they are mobile friendly.
Whatever your call to action may be, making the message mobile friendly and the donations easy to make from anywhere online sends the message that you understand their needs and value their time.
Your fundraising campaigns will take you less time and bring in more donations if you keep your message cohesive. The message may be reaching donors in different places, but they are driving them all back to one spot, your donation page. You have one purpose: collecting donations for your campaign, so send donors one consistent message across all your channels.