How to Change Your Nonprofit Messaging After a Major Donation Drive

  • by Shala Graham
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Strange as it might be to think about, a successful fundraising drive can actually present messaging problems for a nonprofit organization. That’s because supporters, and even the public at large, can become fatigued and temporarily “burnt out” when it comes to a specific cause or idea.

For that reason, it’s important for a nonprofit to change the tone of their communications slightly in the weeks after a big fundraising push. Here are a few tips to keep in mind if you find yourself in that position:

Be effusive with your thanks and praise

Supporters might get tired of hearing about problems, but they rarely stop wanting to be thanked for their contributions. The bigger the goal or achievement, the more important it is for you to let them know you appreciate the work and contributions they’ve made on your behalf (and on behalf of the people or cause your group supports).

Keep supporters updated on new developments

Far too many nonprofits raise money for a project or campaign and then never mention it again. By keeping supporters appraised of progress — and especially any “big wins” your group is able to achieve — you help keep them dialed-in to your cause and make it more likely that they’ll contribute to your campaigns again in the future.

Hold off on making hard appeals for a little while

A successful fundraising campaign will usually involve several different appeals released at strategic times, including a big “last-minute” push for new funds. After asking supporters for so much money during a short period of time, it’s a good idea to hold off on asking them to give even more until a bit of time has passed.

Remember, your donors have a lot of different ideas and concerns competing for their attention on an everyday basis. By conducting a successful fundraising campaign, you’ve already won a great deal of their mental energy, not to mention financial resources. By being smart in the way that you interact with supporters in the following weeks and months, you can set the stage for future fundraising campaigns to be just as successful.

Looking for help taking your nonprofit branding and messaging to the next level? Contact SW Creatives in Washington DC today to see how we can help!

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