The Wave Method

The Wave Method

 

I was talking with Mackenzie recently when she told me, “The most helpful thing I’ve learned from you is the Wave Method”. 


It was then that I realized that I talk about the Wave Method all of the time, but I don’t think I’ve ever taught it!


Today is your lucky day!


What is the Wave Method?


The Wave Method is the communication flow I recommend and teach my clients. 


Tell me the truth: how does it feel when the only time you hear from a nonprofit is when they are ASKING you for something? Not awesome, right?


The Wave Method is my process for how to always keep your donor audience warm versus letting them “slide back down” and having to start all the way over again each time you get ready to ask them for money. 


Aka - they always feel awesome about you. 


One thing nonprofits forget is that whenever you have an event or a campaign - you are probably posting on social media and emailing your audience at a MUCH more frequent rate. When you go from 0-100 and only to ask for money - you will annoy your audience. You have to train your community to see you more in their inbox and on their social feeds so that it becomes normal. 


I always tell my students, “You know Target and Bed Bath & Beyond? They show up in my inbox at LEAST once a day - do I ever unsubscribe?”


(Like you, the answer is probably no)


See where I’m going with this?


To do the Wave Method, I recommend the following minimum communication cadence (if you have the capacity to do more - go for it!).. 


But first, some definitions:


Low wave: The season right after an ask is made, an event takes place or a campaign is completed. In this season you want to keep your donors at a low, but consistent simmer of communication. 


High wave: This is the 30-60 days leading up to a major ask, event or campaign. In this season, you want to turn up the dial on your communication to be more frequent and targeted. 


Here are my recommended minimum communication schedule:


Low wave: 

  • Social media: Post 1x per week

  • Email: 1x per month


High wave:

  • Social media: Post 3x per week

  • Email: 2x per month


With the Wave Method, you have a rolling communication cadence, but it's always going - it never just stops. 


How’s that for working smarter, not harder?


marketing, communication, step by stepJessica CampbellThe Wave Method, marketing, communicationComment