Repurposing Content: Secret to Consistent Communication
by Mike Montalto
January 16, 2020

Have you ever compared your own nonprofit’s communication strategy with the ones you donate to? You may have found yourself wondering how some of these nonprofits come up with so much amazing content!

Well the truth is, it’s easier than it looks. All you have to do is take the content you already have and repurpose it in ways that feel new and engaging to your audience!

Sound too good to be true?

Well, we’re not saying you should copy and paste your appeal letter into an email. There’s still some work involved!

But you can extend the shelf-life of your stories, images, and messages by repurposing the content for different pieces.

Where to Pull Content

First, it’s important to identify the foundational pieces of your content strategy. These communications will contain a lot of the elements that you can use in other aspects of your outreach.

The story you tell in your annual appeal is a great place to start. This story should already effectively communicate why your work is important and how donors can further the cause. It should also be supported by images that appear in your appeal package.

Your nonprofit’s website is also a treasure trove of information, ready to be repurposed. You can pull fast-facts about your mission and impact. Or, borrow other stories about specific programs and initiatives. Your website also probably features many great images that are new to some members of your audience.

If you have a robust email strategy, you probably have even more stories and images that can be used in other aspects of your campaigns!

Getting Social

One of the biggest problems nonprofits run into when launching a social campaign is a lack of content. However, we find nonprofits with this concern are thinking too narrowly. Social media is a completely different animal than direct mail or email. So, you’ll need to use it to its strengths.

So, don’t just take the story in your appeal and make a Facebook post about it. Instead, break up the story into a series of posts. This helps extend the life of your content and creates a more engaging experience for your audience.

Nobody wants to read a long, multi-paragraph post on social media. So, tell your story in parts, and use images that help convey the emotions of the story in each post. You can build suspense, so users check back the next day to see the next part of the story.

And of course, make sure the posts guide users towards the action you want them to take while encouraging them to share and get others involved.

You can also take fast facts about your mission from your website and create infographics for social media. And don’t forget to update your audience about progress on your campaigns and how your stories are evolving.

A Monthly Newsletter

This is a great option for nonprofits that are consistently developing new content on a blog, vlog, or podcast. It’s great that you are continuing to tell stories. But there may be large parts of your audience that don’t visit your site regularly to see it.

So, start up a new monthly e-newsletter and ask your audience if they would be interested in receiving monthly email updates. If you are producing three or four pieces of content every month, half of your job is already done! All that’s left to do it lay it out in an engaging email.

If you don’t produce a ton of new content regularly, you can still compile a quarterly or bi-annual newsletter to make sure you reach more of your audience with your content.

New Donor Welcome Kit

One of our favorite things about new donor welcome kits (other than how special they make new donors feel) is that each donor will only see it once! This is an opportunity to repurpose a foundational piece of content that can be useful for years!

If you don’t have a new donor welcome kit yet, take a look at your past few appeals and see which had the story that best encompasses your organization’s work. Use this story as the foundation of your welcome kit.

If you’ve used our advice above, take the social media infographics you’ve created and include them in your welcome kit.

You can also include information from your website about volunteer opportunities and other ways to support the cause.

Remember to keep longevity in mind when designing this piece. A strong donor welcome kit built with repurposed content can help you retain more of your first-time donors as you build a loyal donor base for years to come!

Why Repurpose Content?

It’s not just about making your job as a fundraiser easier. Repurposing content also helps build familiarity among your audience.

When they receive an email with the same images as your campaign’s landing page or direct mailer, they will immediately know they are part of the same initiative.

It also takes your storytelling to another level. By repurposing the same story across channels, you can get more of your audience invested in the narrative. This allows you to follow up and build on the story with future communications.

Repurposing content is the key to a thorough, engaging communications strategy. So, the next time you find yourself stuck, searching for a new idea, remember how many great ideas you’ve already thought of and developed!

Chances are your initial message missed part of your audience. So, find ways to take the content you already have and tell it in a fresh way or through a different channel. This not only saves you time. It also creates a more connected experience for your donors!

Like what you see? Stay in touch!

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Like what you see? Stay in touch!