How To Create Content That Attracts Donors - positiveequation.com

social media for nonprofits

How To Create Content That Attracts Donors

Does your nonprofit marketing strategy align with creating content that attracts donors? Specifically, your ideal donor?

We often spend so much time guessing and hoping that the content we create will convert.

What if there was a better way?

I’ve outlined my #1 tip below for knowing what kind of content you should create to attract your ideal donor.

Let’s get to work creating a strategic nonprofit marketing strategy that will find you, new donors, online!

Create Your Ideal Donor Avatar

This exercise below is designed to help you get crystal clear about who you’re creating content for. If you have a team, I recommend everyone should do this activity individually and then share with the group. I bet you’ll have some laughs, head nods, and interesting discussions.

This activity affects your messaging from web to email to social!

Again, you should be thinking about one individual person for this exercise, not a generic subset or group.

Step One: FOUNDATION

  1. What’s their name?
  2. How old are they? Be super-specific. No range, give them an age.
  3. What do they do for a living?
  4. How much do they make a year?

Step Two: THEIR LIFE

  1. Are they single, married, divorced? 
  2. Kids? How many? 
  3. Where do they live? Get specific. Not the U.S, state, and city. Helps with references in your content.
  4. How do they commute to work?
  5. What’s a typical week look like for them?
  6. How do they enjoy spending free time?
  7. Where do they like to shop? Specific stores.
  8. What’s their weekend look like?

Step Three: SOCIAL MEDIA HABITS

  1. What’s their favorite social media platform to be on?
  2. When are they most likely to check this platform?
  3. How much time do they spend on social media? (Avg person spends 2 hrs/day)
  4. What type of accounts are they following?
  5. What content does your ideal donor/supporter want to see?

Step Four: GIVING HABITS

    1. How do they give? Online, check, cash
    2. Do they give recurring gifts? If so, how much?
    3. Do they support multiple organizations? If so, who?
    4. What excited them to give?
    5. How do they feel appreciated?
    6. What would make them stop giving?

Prefer video? This video will also guide you through the Ideal Donor Avatar Exercise to make sure you’re creating content that attracts donors!




00:00 What We’ll Discuss

01:34 What is the Ideal Donor Avatar Exercise

01:52 Foundational Questions

02:40 Their Life Questions

04:01 Social Media Habit Questions

05:32 Giving Habit Questions

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