14 May How Calls-to-Action Make Your Nonprofit Blog Work For You
Storytelling is the catchphrase of the day (or maybe year? decade?). It’s easy to talk about the scope of your work, you know, the number of animals you saved, the number of homes you built or the number of people you fed. But to your public they are all just numbers, until you’ve given them a face and told their story. If you’ve ever highlighted one of the people you’ve helped, you know all about the spike in engagement and website traffic that follows.
A week after, when the numbers have slowed, how do you show the true impact telling the story has had on your organization?
To really show the strength of an inbound marketing plan in a nonprofit setting, we have to step back and look at your goals in relation to your social media pages and your website. We all want name recognition, but you can’t turn that into a tangible objective for your ED or BOD. Even increasing followers and engagement only goes so far. Eventually you need to turn those likes and follows into donors, volunteers or constituents.
Start with the story you are telling. You’ve woven together a wonderful tale of how a person or family or animal was struggling and your organization provided the needed resources so they could move forward, find healing or help others. Nonprofits have the best stories. Now that you’ve pulled at the heartstrings of your reader, give them an opportunity to learn more.
A lot of nonprofits are using their blogs to tell the stories of their work. These stories are inspiring their readers and videos are captivating audiences, but then what? One of the few nonprofit websites we found using their blog to draw their readers further into their work is BigCatRescue.
This great call to action gives the reader more information and offers them an opportunity to get involved–without costing them any money or a lot of time.
Move your readers forward with an inbound marketing plan that encourages your followers to share their contact information with you. Offer them an opportunity to download a fact sheet related to your organization, sign up for monthly updates, volunteer for an event or donate to your cause. You have the attention of your audience and they likely care more about your cause after reading one of your stories than they ever have in the past. Now is the time to act.
Creating a clear call to action leading your reader or viewer to take the next step in interacting with you is key to take advantage of the traffic your stories draw into your nonprofit website. Guide them into what you want them to do next.
As an inbound marketing agency, we see several types of “opt in” offers work well:
- Video trainings
- White papers
- Research reports
As you create your calls to action and opt-in pieces work with other departments in your organization for targeting information. What information does development need for prospective donors to follow up? What information does your volunteer organizer need to contact interested volunteers? When do you need to send information about possible constituents over to your program manager?
Your inbound marketing plan can help all of these groups reach the people they need to reach with specific offers. You can use your ability to segment leads to create email marketing offers for each audience.
An effective inbound marketing plan can supply leads for donors, volunteers and constituents. So don’t stop at just telling your organization’s stories. Use those stories to pull your readers and viewers into the whole experience of being a part of your organization.