One of the most important breakthroughs an organisation can make is to break down traditional communication silos and start speaking to supporters as people who have something in common – with your cause & with each other.
My POST from a few months ago spoke about the benefits of great content that cycles through different objectives & through which fundraising, advocacy, campaigns, brand marketing and communications teams all have a stake.
IWDA produces great examples. I receive many emails which cycle through different objectives – donation requests, advocacy, raising awareness, asking me to share posts etc. Each of their communications treats the entire audience as if they have one thing in common: They care about women’s human rights.
If you know nothing about your prospective audience. If there are 1,000s of people on your database with no transaction history, no demographic, geographic or even source information, you DO know one thing about them:
From digital leads to Facebook and Twitter followers, event attendees & peer-to-peer donors; petition signers, volunteers, cancelled regular givers, lapsed cash, website & newsletters, supporters, patients…
They all have one thing in common.
Continue to provide them with opportunities to engage with the things they care about and in time, some of them actually will.