The Message Matters – A Lot, How to Link NonProfit Messaging to Bottom Line?
- Do the specific messages used by a non-profit matter to retaining donors?
- Do the messages matter for getting the 2nd gift?
- How much do they matter?
- Which messages matter more or less and which ones not at all?
The first two questions are admittedly rhetorical. Given the importance of the message knowing the answer to the 3rd and 4th questions would seem to matter, a lot. This is knowable stuff with survey research, a good methodology and the right analysis.
In our most recent Donor Commitment Study we found certain broad message themes matter to increase Donor Commitment – a proven attitudinal indicator of whether donors stay or go – and certain ones do not. We can also link the messages that matter to the bottom line of donor giving and isn’t this is the ultimate goal for any communication function in a non-profit?
Here are a few hypothetical examples to hopefully make this more concrete.
- If you are an environmental organization focused on global warming do you know whether messages that talk about the problem, the solution or how to cope in a changing world work best when it comes to strengthening the donor relationship and their likelihood to keep giving?
- What if you are relief organization and you struggle with messaging on the size and scope of the problem, the ways you’ve helped remedy it or those that benefit from your work?
- How about a health or disease focused charity, do you message on the “solution”, the risk or living/coping with the disease?
These are strategic and tactical questions that ultimately filter down to the words (and image) you use – the message matters, A LOT.
And not to over-complicate things but what if you could know the financial impact of your messages but also, their relative impact on Donor Commitment and retention compared with operational tasks such as turn-around time on thank you’s or providing good donor/customer service?
Again, knowable stuff with survey research, a good methodology and the right analysis on the back end.
Behavioral Science Q & A
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