Nonprofit communication is changing-and not just because of social media. Thanks to content marketing, instead of simply keeping donors up to date, nonprofit communicators and fundraisers are directly tying more long-term goals to communication and seeing great results. Here are the three reasons why you don’t want to miss out!1. Content marketing uses the great stuff you already have.Is your nonprofit putting out unique information, like a blog covering community development, data on homelessness, or white papers about animal welfare? Content marketing means using your existing content to attract people (like donors) to your cause. Putting out irresistible content can encourage people to connect with you because they want to know more. But when you’re just keeping them up to date with a newsletter or asking for money with an appeal, you’re not giving them anything, so your message can seem like an interruption.2. Your “partners” will eat it up.With so much emphasis on “finding your target audience,” “identifying your target audience,” and “messaging for your target audience,” it can be hard to rethink who you’re talking to and why. Instead of focusing on your supporters and their demographics as a “target” to be aimed for and an “audience” to broadcast at, think of your supporters as your partners. Although it’s still a good idea to segment the people you’re communicating with, it’s important to think of them as people who are interested in dialogue. By engaging in content marketing and truly informing supporters, you can develop a back-and-forth conversation that encourages regular communication and lays the foundation for a lasting relationship.3. It’s the first step to becoming a favorite cause!The more you participate in continuous dialogue with your supporters, the greater your chance of becoming a favorite cause. If donors put you at the top of their list, you’ll reap huge rewards: more donations over time for bigger amounts and more regularly. And how do you remain a favorite cause? You keep communicating!Okay, so how do you do it?Stay tuned for part two of this article: developing your nonprofit’s unique voice.