For many who seek your organization online, a google search is their first touch point.
We did a quick spin through a bunch of organizations, and found that many (including ours) do nothing to enhance how their organization is listed. And you do have some control over that.
Here's some examples from those that have maximized their listing:
Mother Jones - Smart, Fearless Journalism
Planned Parenthood - Sexual & Reproductive Health - Sex Education
American Red Cross - Disaster Relief, CPR Certification, Donate Blood
Mercy Corps - Be the Change
Nature Conservancy - Protecting Nature, Preserving Life
Discovery Channel - Science, History, Space, Tech, Sharks, News...
Some are meant to inspire. Some are more practical. It's just a tiny touch, but every little touch helps build a larger brand and define a greater sense of purpose -- in this case before they even click through to your site.
Every little thing matters.
All promotion, marketing and communications efforts are designed to increase your value proposition and spur positive action. They're based on telling people important things about your organization.
Donor communications are a little different. Donor communications are about relationships. They work best when we share instead of tell... when we consider what the donor is interested in, not just what we want them to hear.
Think of it like this. That friend who only talks about himself vs. the friend who brings something to the relationship. You're willing to keep the second for life.
Ask yourself these questions before you craft your next letter, e-mail or facebook post:
What's in it for them?
If you were sharing this with a friend, how would you say it?
It's an easy way to build a donor-centric mindset inside your organization -- and retain more donors along the way.
