“You never write one thing for one purpose. If I’m asked to create something from scratch … I never say ‘yes’ unless I can see using it in three different ways,” explains Kivi Leroux Miller, author of Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money.
While the ever-growing variety of communication channels available to us as nonprofit marketers and fundraisers is inspiring, it’s also completely daunting. With choice comes complexity, not to mention a completely different environment due to technological, generational and marketing shifts.
Kivi Leroux Miller has taken us behind the expert communicator’s curtain to show us exactly how she’s done it over the years for hundreds of nonprofit clients she’s advised and observed. In her book, Leroux Miller illustrates how to:
redefine your audience for today’s current climate,
develop your content marketing plan,
implement a dynamic content strategy, and
leverage online channels through an exploration of their potential pitfalls and opportunities.
In our most recent live interview with Leroux Miller, we asked her about the importance of repurposing content since she dedicates an entire chapter to this topic. She says, “I am always expanding or reworking things I did earlier. It’s a way of life for creative professionals, including marketers!” Leroux Miller also explains, “When you repurpose content…”
Live interview sound bite: “Six Rs” of great content
Our live chat also covered how to be relevant and creative with your audience. Leroux Miller explained that “Finding your voice or your content personality is the place to start with relevancy. The biggest problem nonprofits have is when they are speaking like a 501c3…” Find out how Leroux Miller finishes this answer and shares “Six Rs” for great content.
Your odds of being relevant greatly increase if your communications can demonstrate at least on one or more of these content goals. Leroux Miller shares an example in her book of a nonprofit that had all six of these characteristics in an email campaign.
Accept the challenge
1) Try to repurpose the content you’ve created in three additional ways
2) Apply one or more of the “Six Rs” in your content for a fundraising or marketing piece.
In the spirit of repurposing content, I’ll finish with one of my favorite quotations in Leroux Miller’s book:
“Your success as a nonprofit depends on your ability to stay in the conversation, week after week, with the members of your community, on their level. Engaging your community requires that you mix and mingle and be seen as one of the community members, rather than as some authority somehow above and removed from everyone else, who decides to speak only on a limited and predetermined schedule.”