We’ve seen the rise of content marketing and brand storytellers. Big corporations spend millions of dollars on creating the right content to attract customers and differentiate their products. So, what does all of this content business have to do with the nonprofit sector? If anyone has great stories to share and important information to convey, it’s good causes. Here are seven ways content can help your nonprofit flourish:

1. 7 Reasons Why Great Content Matters to Nonprofits
blog.dlvr.it /2014/05/7-reasons-why-great-content-matters-to-nonprof its/
Caryn Stein
Almost 20 years ago, Bill Gates f amously stated, “Content is King.” Since then, we’ve seen the rise of
content marketing and brand storytellers. Big corporations spend millions of dollars on creating the
right content to attract customers and dif f erentiate their products. So, what does all of this content
business have to do with the nonprof it sector? If anyone has great stories to share and important
inf ormation to convey, it’s good causes.
Here are seven ways content can help your nonprof it f lourish:
1. Great content helps people find you. Organizations who regularly post high-quality, usef ul
content have a better chance of ranking higher in search f or keywords that supporters are using to
f ind similar causes.
2. Great content stands out. Let’s f ace it, there’s a lot of boring institutional writing out there when
it comes to nonprof it communication. Organizations who tell great stories with creative f ormats and
rich media will connect with readers and be more memorable.
3. Great content gives your supporters something to say. Help your supporters spread the word
about your cause and the work you do by providing inf ormation that is compelling and sharable.
Create articles, tip sheets, and photography that make readers want to share.
4. Great content helps illustrate your impact. Take your success stories and turn them into a
series of prof iles to show donors exactly what their contribution will do. These vignettes will help you
make the case f or giving and allow you to put a human f ace on your cause.
5. Great content builds authority. Write pieces that demonstrate your experience and knowledge
of your issue area to become even more credible. Positioning your staf f as subject matter experts
also helps when reporters are looking f or reliable sources f or a story, which will attract more

2. attention.
6. Great content reinforces trust. Let your supporters into your world by writing f rom a personal
and authentic perspective. This type of content helps you show who you are to your prospective
donors. Forging that connection boosts trust, which can remove mental roadblocks to giving.
7. Great content celebrates your supporters. Thanking donors shouldn’t be relegated to a once-
a-year letter. Use your newsletters, blog, press releases, and social media content to highlight the
f act that your donors make your work possible. Showing your appreciation f or donors’ contributions
can be the dif f erence between a repeat donor and one that slips away.
This post was adapted f rom the original article “How great content can help you raise more money”
f rom The Nonprof it Marketing Blog.