Our Work

Go multi-channel, but don’t forget to do this…

 

It’s “multi-channel madness” out there these days, with every
non-profit across the country thinking about how to connect with their
donors!

Just count the many ways…

Get them to like you on Facebook. Tweet ‘em on Twitter. Direct mail
‘em, email ‘em, call ‘em. Meet ‘em not where you want them to be, but
where your analytics people tell you they are – online, offline, on the
phone, on the moon… wherever they may be! 

All good advice, BUT…

before
you start blasting out your message by every communication channel
known to humankind, do this: Slow down, take a deep breath and find a
story worth telling.


You’ll know it when you come across it, because it’ll speak to
your heart and remind you why you got into this crazy non-profit
business in the first place…

 It won’t likely be your PR person’s dream tale, a story that portrays
your non-profit in all its glowing perfection (and leaves donors saying
“that’s wonderful, but who needs me?”)

It’s more likely a gritty story that grabs your donor by the hand and
walks her right up to the scene of a need – and leaves her thinking:
“This cannot be, I’ve got to do something!”

… a story like this one we developed for an international relief organization:

 

Every week, I’m receiving reports from our ministry partners in the field
who, with minimal resources, are struggling to provide starving children
with their daily bread.

        One of our team members, recently returned from Haiti with this heart-wrenching Mission Report:

        “The food program in Gonaives can only be stretched enough to feed 50 children a day. During one of those days, after most of the children had eaten, there was enough food for a few more. So I opened the door and I was surprised and pained by
what I saw: a long line of children quietly waiting. As much as we
tried to stretch the food there was only enough for a few more that day,
and then I had to shut the door…”

        With tears in his eyes and his voice cracking, Andrew said that closing that door in the face of a starving child was the hardest thing he’d ever had to do in his life…

 

 So,
you see, your story isn’t “our organization is the greatest ever, won’t
you lend a hand?” Rather it’s an opportunity to let your donors see,
taste, hear – to feel in their marrow – a critical need that demands to
be addressed.

Of
course, you’re implicitly telling your donor that your organization is
ready and willing to meet that need, but that’s not your story. Your
story is the door closing on starving children and your donor seeing
herself there and thinking, “I’m going to help hold that door open so more little ones can pass through and eat.”

So
ask yourself:  Beyond mission statements and vision statements, when
you roll up your sleeves and really get down to work, what is your organization’s story and how will you tell it?

Katapult MarketingGo multi-channel, but don’t forget to do this…