Four ways your nonprofit can use podcasts to connect with donors
Podcasts can be a great connection tool for nonprofits. Discover four ways that nonprofits can use a few shows and get maximum benefit.
Donors and potential donors expect to find information about a nonprofit’s work in a variety of ways. One often overlooked — but very powerful way to communicate — is through podcasts. Telling stories through audio can create a deep sense of involvement with listeners and is and an excellent way to build trust. Podcasts allow your donors to hear straight from the people who are carrying out your mission, and provide a fantastic opportunity for outreach as well.
how podcasts help nonprofits
I've created many shows over the years, both for internal and external audiences, and have paid close attention to how those audiences responded. I can say that without a doubt, podcasts are an important tool for nonprofits and mission-driven organizations.
And yet most non-profits do not use audio to connect with their supporters. Audio can transport people in a way that other mediums rarely do. They are the perfect way to connect with busy donors, especially as the world continues to speed up.
And really, for most nonprofits, a handful of shows is all they need to help reach their goals. Not every podcast needs to go on indefinitely. Not every nonprofit needs seven seasons of episodes and a long commitment in time and resources. Just a few simple podcast episodes can inform, engage, and even entertain donors — and compel them to support a mission.
Podcasts are also versatile. There are numerous ways podcasts can support your nonprofit’s outreach goals.
Four ways nonprofits can use podcasts to engage donors
Here are four ways your nonprofit can harness the power of audio:
Audio Case for Support
Give your donors a new way to explore who you are, what you do, and why they should support your mission. Let them hear the vision and the voices behind your work in just one short show. Read more about an Audio Case for Support here.
Short series about your programs
If you are searching for funding for the most critical of projects, then take your donors right into the action using the power of sound. Create a series featuring an episode about each project. Audio shows, like radio and podcasts, are known for making people feel like they are in the story. Let them get to know the people behind the work and create a connection to the programs that are benefiting your community.
Audio newsletters
People like having a choice in how they consume their content. For example, when it comes to books, there are people who choose to switch between reading on their Kindle and listening through Audible. It depends on what is happening in their lives. This method of reading likely helps them reach the goal of actually finishing the book.
If you already create a newsletter (and even if you don't), consider creating an audio version. Think of how each article could be turned into a podcast episode. You can recreate each article in an audio format, or give readers more to explore by creating a podcast about a topic featured in your newsletter. You are likely already interviewing, writing, and editing, so maximize that time and effort by creating an audio newsletter podcast. Each time you have a new newsletter, you can update your podcast feed with the audio version.Private podcasts for select donor groups
Podcasts are a fresh addition to your donor benefits packages. Make a show that takes your donors behind the scenes and share it only with them through a private feed. (Later on, you can get even more mileage out of your show by sharing it more widely). A show like this adds value and can encourage donors who are considering moving up in their giving. Plus, it gives you the opportunity to create personalized thank you messages regularly in your shows.
benefits of creating a podcast for your nonprofit
Keep in mind, there are many added benefits to creating a podcast for your nonprofit. You can highlight ways to give or even promote your corporate sponsors as part of a commercial break. At the end of your shows, you could highlight a donor and share a quick story from them on why they support your work.
The possibilities for nonprofits and podcasts are limitless, and that's why I’m so excited about it.
If you want to learn more about how a podcast might work for your nonprofit, let’s connect.
A version of this post originally appeared in my newsletter.
To see content like this and more ideas on how audio shows and newsletters can create connection, inspire audiences, and help you build a more sustainable source of support for your nonprofit, please subscribe.
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Photo at top by Daniel Gaffey on Unsplash
