We like to tie ourselves in knots trying to find the right mix of fundraising and cultivation for our audience segments, but have you ever taken a step back and asked yourself, “Do they care?”
It’s always a pleasant surprise to see a large gift or a number of gifts in response to a cultivation piece even though you ‘don’t ask.’ But, you’re a non-profit, you’re fundraisers and the recipient has become conditioned to anticipate an ask, even if there isn’t one. Of course, when you ask, people give, but the response is as much about a reaction to the impression, is it not?
This is a wild over-simplification, of course, and I’m certainly not saying that the right mix isn’t important. Rather, I’m using it as a way to get us all thinking about how your direct response program should be aligned with your organization’s content strategy more broadly.
Ultimately, your direct response program should be structured to make the right ask of the right people at a certain stage in their journey -- online or off. That’s why it’s important that your content and messaging is consistent with or expands upon the narratives and key themes that you’re talking about further up in the ‘funnel.’ Not only will your DR creative in mail, email, social, display, etc. feel more cohesive, but it should be deepening the level of interest and engagement with the constituent; less of a blunt force ask.
The rapid feedback loop inherent in your DR program also gives you a channel to test into some narratives to see how your audience responds. Email and paid social are two channels that come to mind as lower-cost opportunities to stress test some of your messaging ideas.
Let’s not forget there is efficiency in this as well. Whether you’re developing content in house or your agency is doing so, atomizing the content in this way helps you derive more value from its production. That compelling infographic shouldn’t be locked away in a report or a blog post. Let’s leverage that in an email header, a compelling social post and more. Have an important statistic or a quote? Find a way to work them into the design or copy of your DM materials and really drive those impactful points home. That’s what your donor and prospects are looking for, right?
By the way, when you’re planning your content development, are you paying attention to what your website is telling you? Are you looking to see what pages people are spending the most time on? What pages are driving people deeper? What pages appear most along the path to conversion? Conversely, are you investing in content that people frankly don’t seem to care that much at all about? There is a wealth of information buried in those web analytics, so dig in!
Start by integrating those content planning sessions, taking learnings from all parts of the organization and letting them inform your plans. Develop a comprehensive content calendar inclusive of your DR schedule and leverage all your content to the fullest!