Here is a great example of a simple, yet effective communication to supporters that crosses the boundaries between fundraising and advocacy or campaigning – courtesy of IWDA.
Ideally, this email would be developed as part of a suite of communications, sent according to a strategic activity plan in which each email has a specific, primary objective as well as multiple secondary objectives.
Where does this infographic email sit within the broader communication strategy?
This particular tactic – an infographic – involves circulating shareable content and it primarily answers to the objectives of research and advocacy stakeholders, while the benefits for fundraising, communications and marketing are secondary objectives. Each activity would have a differnt primary objective to cater to the goals of specific stakeholders. The graphic below has 6 examples of activity with varying Primary and Secondary objectives:
On a 12-month plan in which 20-30 emails are sent, a well-structured calendar will cycle between the different types of activity based on the overarching vision & goals.
What are the benefits? Valuable outcomes of anti-silo planning:
- Integrated approach to communication promotes greater internal collaboration and information sharing, as well as more effective and cost-efficient use of resources and content
- The approach is supporter-centric. The journey can be adapted to suit specific segments and individuals would receive content that is relevant to them based on their behaviour and engagement history
- The content and engagement offer is varied and multi-faceted, creating a more compelling journey for supporters
- There is less risk of over-communication, over-asking and overlap of communications
Leave a Reply