You’ve read about the importance of “relevance”often, at least as it pertains to the nonprofit arena. Why is relevance so important? Plain and simple, it’s your passage way to your donors. The days of barging in on them with what you think is important are gone forever.
The donor is the one who should be defining what is important–relevant, not what you and not your nonprofit believe to be important. Your responsibility is to be ready to respond with content “relevant” to their concerns.
When I brought this subject up to one of the executive directors we work with the other day, he said, “But we’re telling stories now. Stories that speak to the impact of the work we do.” My response to him was, “Great, I know you are, but that’s just a part of being relevant.”
You see, what we’re finding is that, increasingly, donors, are always on (social media, mobile). From a marketing standpoint, your organization needs to be always be “on” too, especially when it comes to creating and disseminating fresh, relevant content.
Something I read the other day in this regard really caught my attention. It’s from the One to One Group. They suggest that fundrasing and marketing offices need to think and function “like a newsroom.” I like that notion.
Let’s take it even a step further. What if we did away with the notion of long-term campaigns where a message or theme was created a year in advance with all the creative already prepared and ready to go at pre-assigned times? Instead, what if we thought of our fundraising or marketing office as a 10:00 pm newsroom. Think about it.
We’ve all seen the newsroom with the anchor and co-anchor standing in front of a working newsroom with field reporters, writers and various others in the background gathering information, writing stories, making telephone calls and doing research. What is it that is changing constantly? The content, that’s what. It must stay relevant and current 24/7.
For your brand to be relevant in today’s marketplace, encourage your staff must be able to create lots of useful, appealing, and timely content. Creating a model of real-time, data driven communications–just like a newsroom will make your nonprofit audience, not organization, centered.
If your nonprofit fails to keep pace with the steady stream of relevant content available on demand, you’re in trouble.
Have you already begun to transition into a newsroom set-up? Let us know how it’s going right here.