by Liliana Grace

Communication is about what you say, how you say it, and how it is received.

Have you ever been misunderstood?  In every conversation, there are often multiple conversations happening.  One is the one you think you are having; the other is the one that is being received. 

One of the most common questions I get asked is, “How can my marketing speak to both clients and donors simultaneously?”

My response is that there will be times to have unique messages, but the most impactful brands have a core message that spans both audiences. 

When you promote the impact you are having in your community, the services you provide, and the outcomes, that will attract both clients and donors.   

Do hear me: there will be times in which you might take a deeper angle of a unique perspective specific to the donor or the client. However,  when it comes to branding and paid marketing, look to have consistent messages sharing what you offer, who you serve, and how you serve.

Have a clean message that is clear, concise, and consistent. 

Consider for a minute if your next unreached donor opportunity were the age of your clients?  In both client and donor messaging, the core of what you offer, and the heart in how you offer it, should be consistently presented. 

In donor marketing, we often gravitate towards a traditional legacy style donor looking for that next big gift.  Consequently, the natural thought is to use a very traditional approach.  I agree that much of this will work, but for this article, let’s think about going beyond that and think about how marketing can engage both potential clients as well as a younger donor.

If we get it down to basics, all donors are looking for someone they can trust with their money, as well as feel good about helping with a cause they believe in.

Younger donors often approach their giving as more “in the moment”.  

When something moves them, they act.  They ask, “Is this organization providing a solution to a problem that I think is problem?” or “Do I know/trust this organization and the person asking for the money?” 

The trust they are looking for can be transferred based on showing the successful outcomes, through a recommendation of another trusted source, or even a quality social media page that is consistently updated with relevant empowering messaging of the mission and brand.

Younger potential donor groups have grown up with digital currency and concepts like, crowdfunding, peer-to-peer funding, and micro gifts.  This donor group seeks community, something in which to believe, a cause that matters and, once discovered, will support it and tell others to do the same.  An ask can go “viral” and then the real magic can happen.

How can you catch this “lightning in a bottle?" You need a lightning rod.  Create and maintain a clear, concise, and consistent message through all aspects of your marketing and outreach.  Be sure your social media is on brand and empowering. Be seen and be relevant.

As you approach your client marketing, keep in mind, they just might be your next donor.  Build your brand. Design your messaging to showcase the impactful services you provide and the hope you offer while simultaneously showcasing the opportunity that everyone can be a part of the solution.

Always remember, today’s client can be tomorrow’s donor.                   

To your continued success in empowering women,

Liliana Grace
Founder, L Grace Brands
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