Diversify Your Communications

Guest post by: Ken Wood

Does your nonprofit rely too heavily on social media for outreach and fundraising?

If so, now is the time to audit your tactics and evaluate whether they are effectively reaching all your audiences. While social media is a low-cost, fast-paced way to communicate, using it almost exclusively can lead to a host of vulnerabilities, including decreased engagement, a disconnect with key donors and dependency on a single platform.

Diversifying communication channels is essential for sustainable growth and stability.

Relying too heavily on social media carries risks that cannot be ignored.  Constant social media content can create fatigue among some audiences. Others – including some key demographics – don’t follow your organization on social; you risk losing their support via this strategy.

The smart play is to find diverse ways to connect with all your audiences.

Some of these tactics might involve additional cost. These are investments that will pay off with additional revenue and a more loyal donor base.

When done through the lens of thanking the donor for what he or she has done, print and email newsletters are extremely valuable. Community events give your organization the opportunity to showcase your mission and have face-to-face conversations. Email marketing allows you to communicate directly with donors and segment your messages. And traditional media -- print, television and radio -- is great for reaching folks who are not necessarily active online.

Diversifying your communications will mitigate the considerable risks of over-reliance on social media and create stronger connections with your supporters. It is a step you should take today.