Higher education and nonprofit communications teams tend to turn their noses up at donor profiles. Their reaction isn’t unfounded; college alumni magazine readership surveys, for one, consistently show that donor profiles and gift announcements rank last in interest among types of content in these publications.
After working for more than a decade on both sides of the advancement/communications divide, Kristin Hanson has learned that the source of this challenge lies not in donor profiles themselves but rather the way that they’re framed.
If you stray a bit from the tried-but-tired template for these stories, Kirstin writes that you’ll find that they can help communications teams “feed the beast” of their content strategies as much as they can help you steward and cultivate your donors.
Here, Kirstin describes five ways to reframe donor stories in a way that helps communications AND advancement teams reach their goals.