Your Supporters Don’t Care About Your Internal Goals
Most nonprofits develop internal goals for events, programs, and communication. These goals are critical to the ongoing operation of the organization and integral to develop messaging strategy. If increasing event participation numbers are more critical than increasing fundraising, you can shift your communication focus to team building and recruitment.
When developing your external communication it is important to focus on how why your work is important. Too often, we see external communication tied to internal goals.
– We’re so close to our goal of $100,000. Please donate today!
– Help us reach our goal of 5,000 walkers.
– We’re trying to collect 22,000 pounds of food this October.
What do these numbers mean? Why should your supporter care? These goals can have value in outbound communication but only if the recipient knows why these goals have been determined.
– We’re so close to our goal of $100,000. Please donate today! Reaching our goal will help us save 200 baby elephants.
– Help us reach our goal of 5,000 walkers. If we reach this goal, ABC Company will donate an additional $5,000 that will help us educate 10 additional classrooms!
– We’re trying to collect 22,000 pounds of food this October. This food will ensure that 1500 local families get health food during the holidays.
This small difference makes your message more personal and relevant to the reader. While the impact of these goals may be obvious to staff and board members, many of your readers will not have the same level of organizational understanding. While this clarification may seem obvious, staff writing content often overlook it.
Below are a few links from the week that we found interesting. We think you might as well.
- There is a lot of interesting social media info and opinion in this HubSpot AMA with Dan Zarrella, social media scientist at HubSpot.
- It may be time to review your social media practices – Neil Patel shares seven social media tactics that are outdated.
- Joe Boland provides advice for nonprofits looking to save money – review your credit card processing fees.
- The Rock and Roll Marathon series is being sued by a volunteer who claims the for-profit company that runs the events is exploiting volunteers. Jon Gugala of Deadspin shares the details.
- On the subject of marathons, Matthew Futterman of the Wall Street Journal wrote about why the NYC Marathon has reduced slots for nonprofit organizations.