When it comes to communicating a message to the public, not-for-profits (NFPs) are spoilt for choice in terms of the mediums they can choose. However, with an endless stream of media to choose from, such as magazines, newsletters, websites, social media, advertisements and e-newsletters, it can sometimes be easy to forget that the message you are disseminating is just as important as the medium.

While choosing the right medium to communicate most effectively with your target audience is important, it will mean little if the message itself is not researched, well written, interesting and useful.

The following tips will ensure your NFP engages with the public, donors and/or members in an effective and efficient way.

1. Know your audience

It’s impossible to make your message relevant if you don’t know your reader. Conduct market research and keep the results in mind as you write, including your target market’s needs, interests, media consumption, use of language and how you can use this information to your advantage.

2. Tailor your content

Reading is a journey and in order for your target market to keep reading there has to be an interesting narrative for them to follow. Simply relaying information about your organisation is not sufficient to engage your audience and is unlikely to achieve your organisation’s goal.

3. Polish your content

Losing the respect or attention of a reader due to a small grammatical error is an easily avoided mistake – but it is all too often a reality. Errors and oversights, such as an incorrect hyperlink, can have a large impact on how a reader regards your organisation, and one such error, no matter how small, can cause them to switch off. It can also cause miscommunication and frustration if instant understanding is not achieved.

Thorough, diligent proofreading and subediting are extremely important in the communication process, and a fresh pair of eyes (or several) is an invaluable resource to an organisation in their attempt to effectively engage an audience.

4. Seek expert help

Outsourcing market research, copywriting, editing and/or proofreading processes puts your organisation at a great advantage. Not only does it provide a fresh pair of eyes but it also grants access to expert staff with specialist knowledge, and leaves you to focus on the bigger picture while the small details are taken care of. The outcome is a professional and polished product of which your organisation will be proud.