Weather notwithstanding, it’s finally spring. Here in my corner of New Jersey, it’s still cold and damp, but the daffodils are blooming.
(However, the cherry blossoms in Newark’s Branch Brook Park – the largest collection of cherry blossom trees in the U.S. – don’t yet look anything like the ones in the photo here.)
For me, spring is the time for what other people call New Year’s resolutions – a time to try something new. Here are 11 ways to put some new life into your communications.
1. Revamp your website.
Start here. Almost every other strategy below depends on your website being attractive, easy to navigate, content rich, and mobile friendly.
2. Refresh your website content.
Whether or not you redesign your site, have a look at what’s on your pages. Once you start digging, you’ll probably find all kinds of outdated materials. If you find them, so will site visitors.
3. Launch an e-mail newsletter.
If you don’t have an e-mail newsletter, you’re missing your best opportunity. If you’ve launched but aren’t keeping up, see my tip at the end of this list – or just call me.
4. Make a personal connection.
In addition to signing the thank-you letter or approving the appreciation plaque, pick up the phone to say “thank you.” Both you and the recipient will feel better about yourselves – and your gratitude makes the recipient more likely to repeat the action.
5. Ask why.
To get people to donate, buy, volunteer, work hard, or whatever you want them to do, tap their real motivations – not the reasons you imagine. To find out what motivates people, ask them. A survey works. So does #4 above.
6. Start a blog.
Keep people coming to your website by providing new, useful information. Only beware: To be effective, a blog must be updated frequently. Weekly is the bare minimum.
7. Get serious about social media.
Instead of posting randomly when someone feels like it, plan a strategy: how often you’ll post and about what, how you’ll engage and interact with followers, how you’ll pass along other people’s great stuff.
8. Try a new social network.
If and only if you’ve got your existing social accounts working to maximum effect, consider branching out. What could Pinterest or Instagram, for example, do for you?
9. Exploit video.
If you haven’t already, try your hand at short, single-message videos. Set up a YouTube channel. Attracting and engaging with followers is the name of the game.
10. Re-examine at your stationery.
Yes, your stationery – letterhead, envelopes, business cards. Are you putting the right information on them? Is it time for a new look? Even without a complete rebranding, you can get a designer to refresh your color palette or make a bold new design statement on materials your stakeholders see every day.
11. Produce an annual report.
If you don’t already publish an annual report, start right now. If you do, think about changing the format or content to engage more donors more fully.
Two caveats apply to all of the above:
- Don’t try them all at once. Some of these tactics naturally go together; for example, a new blog probably means a new website design and ought to inspire a new social media strategy. But keep it manageable by taking one step at a time.
- Find a way to hold yourself accountable. Set a schedule, and then publish it so all your readers and viewers, or at least all your coworkers, will know if you don’t keep up. Set yourself penalties for missing deadlines and rewards for making them.
If you want help with any of these projects, or even if you just want to kick some ideas around, drop me a line. I’d love to chat about how to make your communications feel as new as spring.