Make Honesty Your Thing: 4 Ways To Engage Donors By Telling The Truth

March 24, 2017 in Strategy

If you’re a nonprofit marketer, you’re doing something good, and you’re doing it for a reason. It’s a good reason: so good that you’re in communications for an NGO instead of a bank or a Fortune 500 company. It’s worth all your long days and long nights.

Your organization is the same. If you’re doing something worthwhile, you have a story to tell about why. And your audience is interested in your work, and shares your motivation.

Why, then, is your content not converting readers into donors?

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How to Build Trust on Your Nonprofit Website

March 10, 2016 in Strategy, Technology

Trust is a big deal.

No matter where we go or what we do, we are being marketed to. The websites we visit, the television shows we watch, the freeways we drive down, and the podcasts we listen to, are all trying to market to us. We see ads everywhere at every turn.

And because of this, we’ve become desensitized to marketing messages. In fact, as an audience, we are super skeptical of anything that feels even a little bit like marketing. We don’t trust the people talking to us to tell us something useful, or helpful, or engaging. We just expect them to yell at us about their product or cause. We’ve stopped trusting, and so we’ve stopped listening.

As marketers, what can we do about this?

We have work to do. We need a new way to connect to people, a new way to gain their trust. It’s our job to build trust with people again – to connect with them with honesty, transparency, and focus.

I’ve become a huge proponent of blogging as way for organizations – commercial and non-commercial – to build trust, genuinely connect to their users, and create advocates for their cause. There are three principles I think are really important, and really powerful, when blogging this way.

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