If We Amplify Everything, We Hear Nothing
There are many ways we can communicate with our clients, partners and the public. There are social media sites (and the list of these sites keeps expanding all the time), your own website, newsletters, press releases, conferences, emails, phone calls, letters (are you getting exhausted already?). While it is wonderful to have all these different vehicles and means to share and communicate our messages, it can become confusing to determine when to share information, what to share and how often. Full disclosure here, I am not, nor do not promote myself, as a social media or marketing expert. However, I do know as a grant writer that message communication is an integral component in obtaining fundraising success.
Why should you share these updates? This can draw interest and update stale information that is not as exciting to your audience.
What is important to share? Most information can be categorized into two types– progress and need. New programs, new leadership, revised organizational structure, updated website – basically something that will draw attention and provide evidence that you are being innovative, strategic, showing return on investment and showcasing progress. For the annual appeals, increase in poverty rates, emergency situation (think Hurricanes Harvey or Irma) these are needs based.
When is it important to share? When do you need funding or when did the event/update occur? You will likely want to plan the information sharing with the event/update so that it is timely and specific.
What information sharing vehicles should you use? This likely depends on your audience and the information you are sharing. The larger the audience, the greater the size of the networks you should seek; social media will engage more people, but your own website, newsletter and messaging will provide a more personal touch. A combination of them is likely the best solution, but a communications strategy will help outline your key priorities and messaging opportunities.
What will you do to amplify your message?