The value of a regularly updated news section. And what to write about!
One of the simplest donor communications strategies a non-profit organization can implement is to create a regularly updated news section on its website. Similar to how a small business blog showcases expertise to clients and potential clients, a non-profit news section (or blog if you want to call it that) raises brand awareness, boosts donor engagement, strengthens advocacy efforts, increases volunteer recruitment and retention, and leads to greater fundraising efforts.
The benefits of having timely and effective content on your non-profit’s website
● Helps share your organization’s story. The content on your website tells your story in a compelling way. It shows a side of your organization (and the people that make it up) that isn’t often told.
● Shows your impact. News stories on your website show, rather than tell, the concrete positive impact your organization is having on an ongoing basis in the community you serve.
● Provides an opportunity to cover events. Fundraising and other community events frequently aren’t covered by the media; a news section gives you the opportunity to cover it yourself. Writing about an event (whether run directly by your organization or held by a third-party) connects your organization with supporters.
● Shows donors, volunteers, supporters and funders that you are active and effective. Your website is where people go to donate or sign up to volunteer. A regularly updated news page shows them that you are active in the community and in continually fulfilling your mission.
● Creates shareable content. Regularly updated news feeds your social media strategy (share it to reach a larger audience!) and can also be revised and repurposed for email newsletters, printed newsletters, and reports (such as the Annual Report or Impact Report). Some of the content can also be revised and repurposed for communicating with specific funders, where applicable.
What to write about?
Before generating content ideas, review your strategic goals, priorities and principles to identify the broader, organization-wide strategic objectives that you want to support through your content.
Storytelling is one of the greatest communication tools every non-profit organization has at its disposal. When done right, a good story shows your mission, rather than tells it, and provides a meaningful measurement to readers on how you are fulfilling your mission every day. A good story follows a very simple outline: it focuses on a real person who had a real struggle and needed something your organization provides. And, because you were able to fill that need, that person is on a clearer path to success.
But these types of stories are often difficult to come by and shouldn’t be relied on to fill an entire news section. In fact, impact stories only tell some of your organization’s story. Here are other editorial ideas to engage readers.
● Volunteer profiles. Engage potential volunteers by profiling other volunteers and the roles they fill.
● Program updates or profiles. Educate, inform and engage donors with an in-depth explanation of a program or service and how it helps those in your community.
● Organizational announcements. Keep supporters, donors, funders, and volunteers updated. New hours? COVID-19 restrictions put in place for clients? Moving to a new location? These are all things donors want to know.
● Leadership message. At certain times of the year (e.g. quarterly or bi-annually) feature a message from the executive director or chair of the board with an update, or look at the road ahead, etc. Here’s an example.
● Events or donation profiles. Third parties sometimes hold fundraising events. Or funders give a one-time donation for a specific program and service. Write about it and the donor to thank them for their generosity. Here’s an example.
● Community partner profiles. Partner with another organization to run a program or offer a service? Show community impact and broaden their outreach by showcasing the organization for your donors.
● Board member profiles. Showcase their work and volunteer efforts.
We frequently work with non-profit organizations to help them write continual donor-centric content that demonstrates impact to raise awareness and drive donations. Ask us what we can do to help your organization drive donations.