While summer may feel like the offseason for nonprofit communications, it is the best time to start planning your end-of-year giving strategy. The organizations with the most successful campaigns you will see in October and November are planning them right now. So, what can you do now to prepare? Here are four things to tackle this summer to advance your work.
Refresh Your Photo and Video Library
Every strong story needs visuals to back it up, whether it is on TV or a digital platform. Photos and videos not only amplify your story, but they are often the reason people stop scrolling and connect with the segment/post.
Go through what you have and sort it by program area and usage rights. Flag anything blurry, off-brand, or more than a couple of years old. Then schedule some time to get the shots you are missing. You can schedule a professional session if the budget allows, or simply a few afternoons of staff walking around with a phone, capturing current high-res video and images of your current programming, volunteers, and the people your organization serves. Before snapping away, make a list, check it twice, and then get to work.
Once you have these assets, update their filenames and store them in folders that anyone on your team can easily access. Be sure to archive or delete the outdated files so they are no longer in rotation or accessible.
Bonus tips: (1) Make the file names URL-friendly, so when it’s time to upload, they are ready to be indexed and are optimized for search engines and AI crawlers. (2) Create an accompanying document with captions and accompanying first and last names, accurately spelled.
Update Your Media and Photo Consent Form
You can’t share visual assets without consent from the people in them, so this is the right time to update your consent form, too.
Pull up your current form and ask a few honest questions:
- Does it cover every channel you use?
- Does the language meet current privacy standards?
- Does the form help cultivate an ethical storytelling culture?
- Do you have any system for tracking who’s signed what, and when it needs to be renewed?
This isn’t the most exciting item on the list, but it’s the one that protects both your organization and the people who trusted you with their stories.
Here are a few of the things you should include in your form:
- A description of what’s being collected (photos, video, quotes)
- How the content may be used (which platforms)
- Consent options (what they’re agreeing to)
- Consent duration
Bonus tip: If you think your consent form needs legal review, talk to your leadership team and advocate for the investment.
Preparing Your Spokespersons
Get your spokespersons ready for media interviews, social media videos, and speaking engagements so they feel confident when opportunities arise anytime.
Start with the basics. If their bio or headshot is over a year old, ask them for an updated version. Their LinkedIn profile should reflect the identity they use in media interviews, including their first and last name, their current title, organization, and any academic designations (i.e. Ph.D, M.S., M.A., etc.). Their profile picture should match the headshot you have on file. Also, remember to have them fill out a media/photo consent form after you update it.
The final step would be to schedule a spokesperson workshop. This training would prepare them to communicate clearly, handle tough questions, and represent your organization with ease. If you don’t know what this session may look like, Scatena Media Group can work with you to create and execute this session. Reach out to us today to learn how our spokesperson trainings can prepare your organization’s voices before it matters most.
Create Your End-of-Year Giving Editorial Calendar
Building an editorial calendar will help eliminate any questions about what strategies and tactics are being used during one of the most important times of the year.
Start with the dates you already know: holidays, key events, and predetermined fundraising campaigns. Then, assign dates to content tactics such as emails, social media posts, blog posts, and paid media buys to align with event dates.
Here are some key dates to include:
- North County Philanthropy Council’s San Diego Gives: Sept. 17
- Make A Difference Day: Oct. 24
- Veterans Day: Nov. 11
- AFP San Diego’s National Philanthropy Day: Nov. 13
- Thanksgiving: Nov. 26
- Giving Tuesday & World AIDS Day: Dec. 1
Starting now gives you the room to plan intentionally, instead of reactively, three months from now. Remember to take this time to refresh your visual assets and consent form, prepare your spokespersons, and start to build your editorial calendar.
Bonus Tip: Consider adding in key dates, holidays, and cultural or religious observances of your primary audiences and supporters to acknowledge.
If any of this feels overwhelming or you don’t know where to begin, Scatena Media Group would be happy to help. Whether you want to strategize alongside us or we handle the execution, send us an email. We look forward to hearing from you.