Why quality content matters
Just because you create content doesn’t mean you’ll reach your potential donors
We all know content is crucial to your marketing but not all content is good content. We will say it again: Not all content is good content! So what is the difference between good and bad content? QUALITY. There is a well-known idea of quality versus quantity and that is even more true when it comes to creating content for your audience to engage with.
Just because you are sharing posts on your Instagram twice a day does not mean you are helping to further your organization’s goals. In order to reach your donors and inspire action, you need to share meaningful content that is personal, interesting, actionable, and related to your cause.
After all, one really good piece of content can often be tremendously more successful than ten poorly executed posts combined. Still not convinced? Here are three reasons why meaningful content matters for your organization.
Quality content humanizes your organization.
Donors are more likely to build meaningful connections with your mission that leads to generous.
Humans are bombarded with hundreds of pieces of content every day. Not to mention, much of that content is so impersonal and digitized to the degree that it may sometimes feel like we are talking to a robot instead of another human. With the many innovative and efficient forms of communication that technology provides us with, it is important to know how to take advantage of these resources in a way that can benefit your group.
By sharing meaningful content, you are able to humanize your organization through any form of communication. Your audience is much more likely to consume your content if they feel as though there is another person on the other side of the screen. As we have said before, people care about people. In the digital age, it is more important than ever to help form an emotional connection with your audience. Meaningful content builds that connection and allows readers to feel as though there is another human speaking to them. Not only will your members feel more connected to your group through good content, but they are more likely to interact with you. All of this results in more involved and committed members.
Quality content informs the audience.
Donors are more willing to donate to an organization that they trust and are knowledgeable on.
Nobody wants to commit to a cause that they do not understand. Your potential donors are often the same potential donors of dozens of different organizations. (We do not want to make fundraising sound like a competition, but it is a simple fact that everyone cannot donate to everything.) People will pick and choose which organizations to support based on their knowledge of each organization. When it is easy for a reader to identify the information you intend to share with them, whether it be to your history, your mission, or your goals, they can easily build a foundation of knowledge about your group.
When it is easy for your audience to identify your goals and understand your mission, they are more likely to trust you. The result of trust between your members and the organization will always result in more support over time.
Quality content inspires action.
Your members are better able to serve you when it is clear what you need them to do.
It seems pretty obvious that you would want to inform your audience. However, just sharing these facts is not always enough.
So you posted your mission statement on Facebook. Now what? Why did you share it? What do you want your audience to do with that information? When it comes to informing your audience, it is important to first identify the reason behind sharing that information. Let’s say the goal of sharing your mission statement was to attract new potential donors that have views aligned with your mission. What are those potential donors supposed to do with your mission statement? Should they donate or subscribe to your newsletter? Include that desired action as part of your content!
Meaningful content not only informs on the facts, but it informs readers on what to do with those facts. Just sharing information for the sake of sharing it will not be enough to fulfill your goals. Before you craft your next piece of content facts surrounding your organization, think about how those facts can be utilized to work towards your organization’s objectives. This clear declaration of your intent will result in action on your members’ part.
The takeaway?
Quality content may be the one thing standing between your organization and your potential donors. When your content seems bland, stereotypical, or impersonal, the likelihood of receiving support is quite small. When you utilize content creation correctly, you will be able to form the connections that result in the support of both members and beyond.
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