Get More Mileage from Your Content by Repurposing It: Part One

The Donor Attraction Letter

Wednesday, May 7, 2014

You know that an effective donor communications plan revolves around providing your supporters with consistent, relevant, interesting, inspiring, helpful, reader-centered content.
 
One of the best ways to get the most mileage out of the content you create is through the magic of repurposing.
 
Repurposing involves taking original content and changing it up a bit so you can republish it again in a different way and on different communication platforms.
 
This is a fantastic way to savor the sweetness of your brand-spanking-new original content while reinforcing key messages with your supporters.
 
Here are some wildly practical tips for repurposing your original content:
 
Use Newsletter Articles in Standalone Emails
 
For important topics you cover in your printed and electronic newsletters, reinforce these by sending out standalone emails that feature them. This is a really great way to make sure these topics get the extra attention and response you’re looking for.
 
Expand Short Content
 
For short articles, tweets or Facebook posts, go deeper here by developing longer articles you can use in your newsletters, blog, program materials, or website pages. Expand on important points, include quotes/testimonials, and freshen up your call-to-action.
 
Add Your Point of View
 
For articles that share mostly factual information and data, add your commentary and perspective. Remember, people are stimulated by and respond to opinions and reactions from real people behind the writing.  Authenticity and vulnerability help make readers feel you’re more like them. They’ll feel you know what it’s like to walk in their shoes. This is a very attractive force, my friend, and it will do wonders for getting people to pay attention and take action.
 
Create an Infographic
 
Infographics are very popular! Because our brains like to process information visually, they’re excellent for grabbing attention and helping readers quickly understand complex information. Try repurposing key program data or donor data (such as breaking down how donors’ funds are used) with an infographic.
 
Share Board Meeting Outcomes
 
After your board meetings, keep your fans and followers updated by sharing highlights from your discussion. Focus on topics you know your supporters care about (ie: report good news like approving a new program, starting a new advocacy effort, or kicking off a special campaign). Include a photo, too! This is a terrific way to give supporters an “inside look” at your leadership and how they’re putting donors’ contributions to work.
 
Reinforce Long Content with Quick Posts
 
For longer news pieces, event announcements, fundraising appeals, conference summaries, press releases, or program-oriented articles shared on your website, pull the headline/hook and publish a teaser for it on Facebook or Twitter with a link back to the longer content.
 
That’s all for Part One!

See you next week for Part Two.

Dedicated to helping you attract and keep your donors,

Jen Viano
Nonprofit Writer/Consultant
Editor, The Donor Attraction Letter

PS: How are you doing with repurposing your content? Do you need some help? I’d love to work with you! Email me at Jen@JenViano.com or give me a call at 248.957.8918. Let’s work together to maximize your content, reinforce your key messages, and get more people inspired to take action toward your goals.