Kivi answers your most common questions about content marketing.
What do you mean by “content marketing?"
Traditional marketing is often about pushing your communications in front of people, and saying, "Hey, you, please look here!" It interrupts people. With content marketing, you produce communications that people actually want to read, and that attract them -- and new people -- to your organization. But to produce those kinds of communications usually requires a significant shift in mindset within a nonprofit, and that's what the book is about.
How does content marketing result in better fundraising?
Donor retention is a huge problem because nonprofits are failing to keep the love alive. Donors give once and don't give again. This isn't an "awareness" problem. It's a failure to keep donors engaged. Content marketing is an approach that is very focused on donors and other readers of your communications. By talking about your work in ways that are highly relevant to your readers, you keep them more connected to your cause, and therefore more likely to give again, and to give more generously.
Which role in an organization is most likely to benefit from reading this book?
Communications, marketing, and fundraising staff will benefit from the book, because it's about their day to day work. But it's also important for executive directors and other decision makers to understand some profound media and demographics shifts that are affecting nonprofits from top to bottom, so they should read the first part of the book.
In the book, you refer to a communications timeline.
How will creating a timeline help with our ultimate goal of raising funds?
Nonprofits often come off as very scatterbrained, with lots of the different and overlapping requests of supporters. Or they have a feast or famine communications schedule, where they bombard donors at certain times of the year, and then go silent at other times. Creating the Big Picture Communications Timeline is the first step in getting everyone in your organization on the same page, and really organizing the way that your donors see you over time.
Is it realistic for all nonprofits to have a content marketing strategies or just the major players with big budgets and large staffs?
Small nonprofits who understand their niche in the world, their special reason for existing, can greatly benefit from a content marketing approach by using their communications strategy to really "own" that niche. Content marketing is ultimately about producing helpful, relevant, and timely communications, and that's something all nonprofits regardless of size should strive for.