Congratulations, you’ve done the hard work of assessing your current communications and content reality. You’ve identified, understand, and have created written persona profiles of your funders and supporters. Now it’s time to identify what gaps
exist in your communications and content.
Why It’s Important to Identify the Gaps
Identifying the gaps in your communications and content creates focus. You have a clear understanding of what content you have available to quickly leverage, and you’ll know where you need to invest in creating new digital content that appeals to your personas.
Identify Communications and Content Gaps-Steps Involved
In this step of your strategic planning process, you will identify what digital media you already have available, compare what you have against what digital media your market wants, and identify the gaps in your digital media. This is the content you’ll need to create.
1. List your existing digital media assets – blog posts, YouTube videos, podcasts, webinars, social media profiles, followers, and content, websites, Google Rankings of top keywords, photos, audio recordings, etc.
2. List non-digital media content- print, non-published presentations, recordings, photos, print articles, etc. that can easily be digitized and published online
3. Identify digital media by stage- What digital media is most appropriate at each stage of the funding, or gaining support,process?
For example, blog posts and white papers might work best for foundation executives, however, for individual donors a Facebook post leading to a YouTube video is the best way to gain initial attention.
Newsletters and blog posts help to nurture individual donors, but foundation and CSRs want more engagement in the form of a webinar.
To gain funding commitments, individual donors respond to video testimonials on your site, however, foundations need more substance in the form of case studies and results profiles.
4. Identify digital media by funder or supporter persona- What is most important and in what format for your Funders/Supporters? Is it video, text, audio? Do they consume information on smartphones and tablets?
5. Identify gaps in your digital media- What gaps are there in your assets? What do your Funder/Supporter Personas want and expect, and at what stage in the Funding/Support Process must you deliver it? What do you already have that you can use? Do you have digital, or even print content you can repurpose that will add value and educate your potential Funders and Supporters?
Invest time and effort in these five steps. It will position you for a quick start to your digital media campaigns and focus your efforts.
To learn the complete 6-Step Communications Strategy for Digital Media, download the free guide:
Fundraisers’ Guide to Digital Media
As a social sector communications agency, MagnifyGood specializes in elevating the marketing, PR, branding, advertising, and social media of nonprofits, foundations, and other mission-driven organizations. Looking to enhance your donor engagement, create compelling impact stories, establish a brand that aligns with your mission, or explore innovative strategies to connect with your community? Contact us here. Let’s magnify good together.
