Every nonprofit organization needs money and public visibility in order to remain effective and relevant, which is why it is crucial that you dedicate some time and resources to publications that can increase such awareness.
Funds and staff are typically the two main barriers nonprofits have in creating effective published materials in print and over the internet. When you examine how much of each of these two resources you have in the context of your nonprofit’s mission, you should be able to get an idea for the most feasible method of communication. Before you start pumping resources into this, however, you need to be sure that you have a solid reason for doing so. Read on for some of the most common reasons nonprofits engage in publications.
Finding New Members and Maintaining Current Ones
If your nonprofit deals with the arts, consumers, or consists primarily of professionals or hobbyists, utilizing publications is a great method for bringing new people into the fold and giving current members a reason to stay. In terms of the kind of information you should include to achieve these goals, consider writing about member benefits and how one can become involved. If your nonprofit organization actually has its own publication, it might be a good idea to also speak about that, as preexisting influence can also be a powerful persuader.
Requesting Financial Support
Many people who run long-lasting nonprofit organizations know that some of the most reliable donors to the cause are those who have donated before. As a result of this, many nonprofits distribute newsletters or emails that appeal entirely to these people, while also making portions of their websites accessible only to past donors.
In order for this to be an effective approach for your nonprofit, consider including information in these newsletters that discusses what the organization has accomplished because of the reader’s prior donations. Don’t forget to also highlight that there is a great deal more that needs to be done in order for the organization to accomplish its goals, and that further donations will help make that happen.
Creating a Community Mentality
Though having a positive goal is certainly important in attracting new people to your nonprofit, it is also crucial that these individuals feel as if they will belong in the organization. Use publications to grow the sense of the community within readers, encouraging bonding and networking among them while also reinforcing the resolve of those who are already members.
Educating the Public
When you use the exposure your nonprofit organization gets from a publication to educate your readers, you also provide them with the ability to make decisions in their lifestyles that are well-informed. The writing in these kinds of publications should be targeting at an audience with values that are similar to your own. Indicate the nonprofit’s stance on issues related to the organization’s operations in free newsletters, on your website and over social media.
Getting Materials Into the Hands of Those Who Need Them
Your nonprofit publication can also provide a service by disseminating information to readers that would otherwise go ignored by more mainstream media. If you are able to find a segment of your audience that is impacted in a certain way by an issue your organization addresses, be sure these people are given the necessary information to deal with their situations. Consider taking the time to consult experts in fields related to your nonprofit to get the best possible information. Such publications are typically funded through donations and grants rather than traditional advertising.
Perhaps the best thing about nonprofit publications is their ability to get readers to take action, whether it is attending a public gathering or contributing to a letter-writing campaign. You might be surprised at how much your nonprofit can accomplish when you have the public’s support.
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