The Key to Creating Engaging Content

By Ramon Garcia


For non-profit content based outreach and marketing, you would assume that the stories of the work should be enough to engage potential supporters. It is not the case. We have studied some concepts that tells us that gaining the support of people is not as easy. There is one profound truth that no one would like to admit, but denying it would be counter-productive for your effort. That truth is: "Everyone is looking to satisfy a need." What need is that? It will be up to you to discover what the needs of those who support you want.
To discover this we must start by engaging people in what we have to offer, or what we do for our communities.
Answer this question: "What could you do in your communications to demonstrate that your non-profit in genuine, generous, and grateful?" When you answer this, think about the value your organization provides, the work you do, but most importantly how do you demonstrate that to the every day supporter.
Be Genuine - Your potential supporters have little interest in connecting with an organization. They are looking to engage with people that share the same sprit for the changes they want to see in the world. You can be genuine by letting the personality of your organization shine through content. The platform is irrelevant.
Be Generous - Focus on telling the story about gift giving. Communication is gift you are giving your supporters. Be kind when you respond to your supporters, and give them all of your attention. Content creation should not be another thing you do, it should come from the heart.
Be Grateful - Showing that you are grateful means that you are engaged. Show your gratitude by sharing links, re-tweets, and messages from all those who have been kind to your organization and cause. This shows respect and gratitude. Don't just focus on stories about your organization and the clients it serves, but also the stories of your fans.
Following this guide can guide in the type of content you should be producing for your organization. Dedicate time and effort to content creation. Remember that social media is about socializing, and most of us have the skills required to do just that.




Reference: Kivi Leroux Miller Content Marketing for Non-profits.