Utilizing Your Mission Beyond the Statement
Staying connected with donors during these uncertain times can be challenging, but one thing that will always resonate with them is your organization’s mission. While your mission statement should be brief, direct and compelling, there are many ways that you can highlight your mission beyond the statement. This could be through your custom print or digital marketing.
Your mission is part of your organization’s branding, it is important to examine ways you can place your mission in the forefront of your donor communications. Using strong mission-oriented imagery across your marketing channels such as, website, social media, and emails is a good starting point. Imagery will create an emotional connection with your donors while reflecting your cause. For example, a foundation for a university or college may use images of certain landmarks on campus that resonates with donors or alumni. This often sparks memories and nostalgia during their time there as students, while also encouraging support for your organization. Additional suggestions for highlighting and showcasing your mission include:
- Feature images and testimonials from beneficiaries in donor e-communications. An educational organization can include testimonials from students that have received scholarships because of donors’ contributions on their planned giving website. Featuring your mission in action will emphasize that with donor support, this positive life achievement has been made possible.
- Use your social media pages to spark engagement and excitement. For example, a religious organization published a Facebook post that includes a quote from a donor that is an active member and contributor to the organization. The post explained how being involved has had a positive impact on the donor’s life and includes an image of the donor at one of the organization’s holiday celebrations.
- Use your print marketing to reinforce the impact of your mission. For example, a research institute can send out a newsletter to their donors announcing the latest projects with images and quotes from current donors. In the newsletter, they can include different ways for their donors to continue supporting these projects.
As we look forward to better times, your mission can also provide others with hope and a sense of purpose. Please remember that we are always here to support you!