COVID: Keep C.A.L.M. and Market On
We can agree it's been an unprecedented few weeks.
Last week I was on Facebook Live talking about a tactic to get your organization through this challenging time.
For those that missed it, here is my C.A.L.M. plan for every nonprofit's marketing initiatives moving forward:
C: Canceling Events
A: Adjusting Your Marketing
L: Learn New Resources
M: Media Planning + Communications
Let’s break it down.
C: Canceling Events
By now, this went from a “maybe” to a “have-to” for just about every event in the next 60 days. It stings. “Have-to” decisions aren’t easy ones. I recommend you communicate a NEW date for events, when possible. Be transparent, be clear, but don’t be doom and gloom.
A: Adjusting Your Marketing
Your frequency of social media posts will probably need to change. If it feels like “filler” or simply tone deaf - I’d skip it for now. If you dip your frequency to 2-3 days per week, that’s okay right now. I would suggest 2 days a week minimum.
When planning content ask yourself:
Is it valuable?
Is it meaningful?
Is this creating more anxiety or panic?
If it passes the test, go forth!
And please, don’t do what everyone else is doing and hop on the hand-washing-meme bandwagon. By now, we are all very, very clear on the 20-second hand washing rule. Unless your nonprofit is specifically serving a sector where hand washing is timely and relevant, skip it. Take a look at Love Beyond Walls, which is activating hand-washing stations for the homeless — this is a perfect example of passing the test mentioned above.
L: Learn New Resources
I’ve been on more Zoom calls this week than in months - and it’s crazy efficient, timely, and a beautiful way for organizations to connect with staff, contractors, and champions. Don’t sleep on video conferencing. Zoom is free, easy to use, and what we should all be relying on right now.
Speaking of resources, what about Facebook or Instagram live? If you’ve been putting this off as a “maybe we’ll do this one day” content idea - now is a great time to start a live series with your community.
Look at the next 12-24 months - take some time now to begin planning, creating systems, and tools that will serve you and your team long-term. One of the most common phrases I hear from my clients is, “I don’t have enough time.” WELL, your programming calendar just got cleared. I see some time being offered up to freshen your toolkit and goals further out then you ever had before.
M: Media Communication
If you don’t have a crisis communication plan, now you do. Or, at least the framework for one. Get clear on what your communications plan will be for the next few months - and ask the difficult questions:
What happens if someone on our staff or someone we serve develops COVID-19?
What messaging do we need to have prepared and who is in charge of disseminating that messaging?
What are we doing as a community, a team, to be a proactive as possible during this time?
What channels (social media, pr, newsletter, etc.) do we want to use to communicate internally and externally?
How are we communicating with our board members and are we using them to the fullest extent possible to navigate through this?
And on a personal note, here’s what I recommend: consume as much positive content as you do negative. Hours of social media and news stories might not be the thing you need to keep your mind clear and positive right now.
Take a break if you need it. Schedule content in advance (I recommend using Later app).
Your community still needs you.
This is temporary.
You’ve got this.
If you’d like to hop on a consult call to go over these actionable steps, email me here.
In my free, on-demand workshop, the 3 Keys to a Buzzworthy & Profitable Online Fundraiser, I take a deeper dive into this concept and how to apply it to your nonprofit. Watch it instantly, here.