6 Reasons Your Mission-Driven Organization Needs a Podcast
Advance Your Organizational Goals with a Podcast
by Carmen Elena Mitchell, Larj Media Marketing Director
A good story is one that gets repeated over dinner with friends. A really good story can change lives.
If you work for a nonprofit or a cause-based organization, you’re probably already well-versed in the art of storytelling. It’s how you engage donors and inspire volunteers. It’s the way you facilitate a broader conversation about the communities you serve and educate the public about the great work you do. It’s what allows your organization to grow, connect with potential partners and build something that brings meaning to people’s lives.
For many organizations, the “go-to” medium for storytelling is video. And yes, video can be an incredibly powerful tool. It can also be cost-prohibitive, and its impact is often limited to a single fundraising event or a brief flurry of excitement on social media.
Andrea Learned, host of Living Change: A Quest for Climate Leadership, interviews climate influencer John Richards at his vegan bar Life On Mars in Seattle
Podcasting offers something entirely different: long-form, immersive storytelling with the potential to connect deeply with listeners. People come to podcasts, not just for entertainment or bite-sized, feel-good moments, but to learn more about their world and themselves.
And if you tell a really good story, they’ll come back for more.
Podcasts also stand apart from the other content that’s part of your current outreach mix in several important ways:
An Engaging Experience for Your Audience: Podcasts, which average an 80% listen-through rate (compared to video which sees a 50% drop off rate) offer an immersive way for your audience to connect with your content. Listeners tend to tune in during their commutes, workouts, or while doing chores, making it easy for them to engage with your message.
Sustainable Content: Unlike periodic fundraising events, podcasts have a lasting presence and can sustains your donors’ interest throughout the year. Also, once episodes are published, they continue to be accessible to your audience indefinitely, unlike other forms of content that may get buried in the never-ending scroll of social media.
Global Reach: Podcasts have no borders! Listeners can tune in from anywhere in the world, allowing your organization to expand its impact and influence far beyond geographical boundaries.
Creative Flexibility: Podcasting provides creative freedom, especially for organizations with budget constraints. You can experiment with various formats, styles, and tones to find what resonates best with your audience. Whether it's interviews, immersive storytelling about your organization’s impact, or expert panel discussions, you have the flexibility to mold your content to suit your objectives.
Community Building: Podcast interviews can serve as a dynamic platform for creating partnerships and networking opportunities with other organizations. By collaborating with like-minded entities, you can amplify your reach and impact while fostering a sense of community around your cause.
Re-purposable Content: Podcasts are a goldmine for repurposing content. You can extract valuable snippets for social media posts, blog articles, newsletters, or even republish episodes with updated insights or commentary.
So, let your organization's voice be heard in this exciting and ever-expanding digital soundscape. Need more inspiration? Check out our list of 22 Non-Profit & Cause Based Podcasts to Inspire You.
And if you’re looking for a producing partner, give us a shout!