So often part of the story disconnect is that nonprofits aren’t telling the right overall story. They’re still framing the issue in terms that are no longer relevant, focused on a sense of urgency, alarm, or moralizing their issue. The real lesson is learning how to find and tell the bigger story – that transcends old boundaries that separate.

On Dec 8th, I’m leading a free telecall with Network for Good all around this hot topic. http://web.networkforgood.org/np911120809

Hope you and your readers can possibly listen in. If you register, you also get audio and written transcript of the session. All free…

@Lon, if I could build on what you’re saying, nonprofits should do research as to what tools their donors are using. It doesn’t have to be a time intensive effort, but asking a few simple questions of several people can make all the difference. Facebook, Twitter, etc. get all the mainstream attention and are often the first tools an org thinks of trying, but there are many smaller sites that are popular based on geography or interest that may be a better channel to communicate with its donors.

@Phil, it sounds like you may be encountering a situation where management 1) responds to that type of data and assumes others will as well and 2) believes the numbers make an obvious case for why people should make gift. It can be difficult getting someone to be comfortable with the idea that how other people process and respond to the same information may be different. Perhaps you can ease them into it by making a case for experimentation and slowly expanding as success builds. Good luck!

@Kevin, I completely agree! Unifying communications across all departments and stakeholders is the goal and can often be the tougher challenge. Add to that everyone has a different level of comfort with and belief in technology and you start to understand why some orgs may feel overwhelmed at the prospect of starting the work involved. Maybe we should tackle that at an upcoming 501 Tech NYC meeting!

The only caveat I might make is that development is work is only one side of the nonprofit business. You may, in fact, want to reach different audiences with different stories over different channels (or maybe through different accounts on the same channel). What you say to organize volunteers or an advocacy action might be different than what you tell your high level donors.

Unify your message to donors across different channels: absolutely. But don’t forget to ask volunteer recruiters, advocacy & public policy, HR, and other departments how they think these tools can be used.