So, you hear about that solar eclipse going down today? For the last two weeks it seems like the solar eclipse has literally eclipsed all other news, social media posts and one-on-one discussions. It got me thinking, what could our clients do to attract even just a small percentage of the attention the eclipse has garnered?
To answer that question I took a look at what has made the eclipse so intriguing and attempted to apply that to how nonprofits might apply it in their marketing communications. Here’s what I found:
1. Make it relevant
The eclipse impacts millions of people across the country. From the state of Washington to South Carolina, people will be able to see at least some portion of the eclipse. While your nonprofit may not impact millions of people, it does impact someone and many more care about that impact. Knowing who these people are and what they care about is important to understanding how to make your message relevant.
Does your nonprofit help train and equip people for employment? Who cares about this issue? Employers, churches, community leaders, and those who care about empowering others to succeed. Spend time developing messages, plans, and content that tells the story of how your organization impacts those who care about the issue and how they can make a difference.
2. Be persistent
If nothing else, the stories about the eclipse are nearly endless. From Good Morning America to the 11:00 newscast, the eclipse is covered wall-to-wall. It’s all over social media and on the tongue of every other person you run into.
How can you get people talking about your nonprofit more often? First, your organization must be clear and consistent with its outreach. Are you utilizing a content calendar to schedule content that’s engaging, relevant and consistent? If not, learn how to build one. Are you telling stories across the channels you manage and also looking for opportunities in traditional media and other third-party outlets? Persistency is key to ensuring your message is consistently heard by those who support your organization.
3. Find unique story angles
I’m amazed by just how many different stories I’ve heard about the eclipse:
- What’s the weather forecast for the eclipse?
- What kind of glasses are best for viewing the eclipse?
- What path is the eclipse going to take?
- Where you can watch a livestream of the eclipse.
- What’s on your solar eclipse playlist?
The list goes on. Your nonprofit needs to take a similar approach. What stories are you missing that are just waiting to be told? Do you have a special volunteer that has an interesting story? Is there a board member that’s making a unique contribution of their time, talent or treasure? Do you have an interesting take on a social issue that would make a good opinion piece? The key is to be on the lookout for these stories, capture them and share them.
4. Get people engaged
Whether posting pictures of their eclipse-watching glasses or talking about where they’re going view it, people are sharing, liking and retweeting their experiences with the eclipse, even days and weeks before the actual event. What can your nonprofit do to get people engaged with your cause?
You can ask for their opinion via polls and surveys, invite them to share content about their volunteer experiences, equip them to share content you post (be sure to check out Angel Oak Connect) and most importantly, create content worthy of liking and sharing.
While your organization may not be as unique as a once-in-100-years eclipse, it can generate buzz by keeping your content relevant, being persistent, telling unique stories and engaging your supporters in meaningful ways. You may be surprised by the results.
For more tips and tricks on how to improve your nonprofit’s marketing communications efforts, check out Angel Oak Creative’s Nonprofit Nuggets.
– Seth Crawford, Digital Marketing Specialist
