The digital tools available to nonprofits are too valuable to go unused. These digital tools have the ability to adapt or modify their behavior according to how the recipient of your message reacts or have reacted to previous attempts at communication.
A recent roundtable at the ANA Nonprofit Federation conference at Washington DC headed by Trista Murphy of Save the Children, Matt Reese of Everytown For Gun Safety, and Anne and Josef Kottler of Sage Communications has come up with number of suggestions for nonprofits.
The following is an excerpt from a report in The NonProfit Times:
Harness the Power of New Events. Everytown For Gun safety and other similar organization sent email for support – either petition signing, a financial ask or straight advocacy after the massacre at Marjory Stoneman Douglas High School in Parkland, Fla.
Turn Negative News Into A Way to Reinforce Your Mission. Nonprofits that work with children or refugees sent digital messages to supporters. One such message was “Refugee Children Have Been Terrorize. They Are Not Terrorists.”
Use Multiple Call To Action Buttons and Links For Your Ask Array. Just like with direct mail, digital asks can have different looks, for example stacked boxes with various amounts plus an opportunity to choose a different amount than those suggested.
Use Image Personalization and Smart Data. Democratic National Committee wanted to send an email including how much the person had given since the first donation. The organization used personalization functionality and data to create unique emails for each donor based on elected variables in the data.
Use Dynamic Content To Personalize Your Message. Dynamic content is also called adaptive content and refers to web content that changes based on the behavior, preferences, and interests of the user. It refers to websites as well as e-mail content and is generated at the moment a user requests a page.