My fellow Good Workers and I have learned (through trial and error) that communicating in a multi-channel world isn’t actually as difficult as it seems. Yes, you need to write an email appeal differently from direct mail – and a website piece is different than something you’d put in your 8-page newsletter.
In our experience, charities have the most success when the overall message is highly consistent – yet the crafting of that message is tailored to fit the channel in question. (It takes a lot of practice to do this, but it can be done!)
Having said that, here’s a simple way to go about creating your content – whatever your medium might be. Simply answer the following six questions that are probably going through your donor’s or prospect’s mind as she’s looking at your stuff:
- What’s the problem?
- What’s the solution to the problem?
- Why is your charity best able to provide the solution to the problem?
- Where will my money actually go?
- What will my money actually accomplish?
- What else can I do (besides donate) to help solve the problem?
You can use this format to write a four-page direct mail appeal – or a 200 word website update. And yes, while you can’t say all this on Twitter, you can tweet and direct readers to a place on your website where the six answers can be found.
So, give it a try. Identify a need that your organization wants to satisfy – and then craft that message several ways by simply answering the six questions. And do let me know how it goes!