Non-profit communications are all about driving behavior. We want to change the world. We have a vision for the world driven by the problems that affect us and we need the support of the public to make that happen.
It is not enough that people understand what you do and believe in your cause, they need to believe in you, to love what you do. But how do you get people to care about what you do, to want to support you and help you. The key to success is to be personable. Show the personality of your nonprofit, be professional but develop a unique style to emotionally connect with your audience, and ultimately make them want to be a part of what you do.
— BatterseaDogs&Cats (@BDCH) January 26, 2013
One way to help people to connect with your cause and your organisation is it to share glimpses behind the scenes. It is human nature to want to peek behind the curtain and see how everything works and clever posts can make peopel feel part of what you do and make them want to get involved.
If you want people to engage with you they have to notice you. What is going to make you memorable? Why would someone choose to engage with your cause? By being a little bit different and a little unexpected you have a better chance of getting noticed, so take time to create and share interesting and entertaining content. Oh, and pictures of babies and pets always help!
— Elspeth McAusland (@ElsMc) June 14, 2013
— charity: water (@charitywater) March 22, 2013
Grabbing attention by deliberately challenging the audience can also be a very effective way to raise awareness of your cause. Organisations like PETA often use graphic imagery to deliverately shock the public and challenge established social and cultural values.
— PETA (@peta) May 1, 2013
People will care more if they can relate to what you do on a personal level. By conveying the facts through a real story about real people or animals or circumstances that others can follow, understand, and care about, you’re automatically giving them more reason to be invested in the cause at the heart of the story. Make them feel something, it doesn’t matter if you make them feel happy or sad, but making them feel something is essential.
Meet Natnael now a healthy 3-month-old. He survived sepsis thanks to treatment from a frontline health worker: pic.twitter.com/3ZnXN97WrY
— Every Beat Matters (@EveryBeat) June 25, 2013
If you really want people to like you, to love you and talk about you and support the work you do you need to show people all the amazing things that you do.
Melissa reports from Kakamega that construction of Humble Hearts’ new greenhouse is progressing quickly! http://t.co/edbdU6nCK3
— The 1010 Project (@the1010project) June 27, 2013
— charity: water (@charitywater) June 22, 2013
No matter what you do the key is using the right content for your organization to engage your audience, inform them about your mission, and then recruit them to support your cause—be it with financial support, with in-kind donations, or by volunteering. Knowing how to develop content that affects people is a big challenge but learning how to do this will reap dividends in securing support for your cause.