Nonprofit marketing is very similar to marketing for a for-profit organization, however the challenge is to have a bigger impact on a smaller budget. Nonprofit organizations’ goals are usually slightly different, so they also need to market themselves differently. Generally speaking, they aren’t selling a product or service, they are selling their mission. The goal is to use tactics and strategies to amplify the organization’s cause and mission, solicit donations, and attract volunteers and supporters.
Identify Your Target Audience
As much as you want to think every person has a connection to your mission or organization, that is simply not the case. Nonprofit organizations typically work within a very specific industry or niche that already has a strong following. Awareness and outreach for your organization is important, but you also don’t want your marketing efforts (and dollars) going to waste. This is why it is important to identify your audience, and focus on reaching those within those specific interests relating to your organization.
Get the Right Messaging Out
Whether you’re speaking to a friend or a potential donor about your organization, it is important to get the right message across to fulfill your goals. Though the conversation or marketing piece will need to be tailored to the specific audience segment you are trying to reach, the foundation will remain the same for any audience.
- Who
First, think of who your organization serves. Regardless of the audience segment, it is important to let them know who your organization aims to help. - What
Next, you need to explain what your organization does for that group or community. - How
Share the logistics: how does your mission help the group that you serve? - Why
An imperative part of your organization’s messaging is the “why.” Why do you do what you do? Why is there a need for your organization? - End Result
Letting your audience know what your intended result is will help them gain a strong understanding of what your organization does and help them determine if they want to be a part of it.
After you have those questions answered, it’s time to tailor the message to your audience. If you are looking for donations and are reaching out to potential donors, you should be focusing on why you need their donation and what exactly it will do to help the group in which you serve. That messaging will look a little different if you are seeking volunteers, however it will still include those four main components listed above.
Storytelling is Key
When you’re trying to get someone on board with your mission, storytelling is a strong way to gain supporters. Your goal is to draw your audience in and help them understand why your mission is important and what you need from them. Storytelling can come in many forms, and can have different angles, but every component should work together to portray the vision and values of your organization.
Maybe you want to tell your audience about how or why your organization got started, making it a more personal experience. Or, you might want to highlight various stories coming from the group or community that your organization serves. Telling your audience about why they need your organization or what you have been able to do for them will evoke an emotional connection to your mission. Whatever your angle, you are allowing your audience to connect with your organization on a deeper level.
How you tell your story is just as important as the story itself. First, think of the channels you will be utilizing. Is this for your website, social media, or a newsletter? Adding the appropriate storytelling elements such as video, images, graphics, or even just text will help convey your mission and gain stronger connections with your audience.
Website
Just as it is a key element for any brand, a nonprofit’s website is essential to their success. This is the hub for your “story” and where your audience will come to learn about those four components we talked about earlier. A strong nonprofit website will share the organization’s mission, have a regularly updated blog or share news related to its missions, and clearly lay out how a person can get involved, subscribe for regular communication, or donate. All of the various marketing strategies that are used to pull your audience in will be directed to your website, and from there you’ll want to be able to provide them with the information and tools they need to get involved with and hopefully donate to your organization.
Marketing Strategies for Nonprofits
Email Marketing/Newsletters
This is a great way to stay in contact with previous donors or supporters to let them know what you continue to do to fulfill your mission. Having a “subscribe” area on your website allows you to grow your audience base with individuals who are choosing to stay updated with your organization.
Keep in mind that email marketing should be consistent (but not so frequent that your supporters ignore or unsubscribe), and your messaging should be specific to the audience segment you are trying to reach. For example, you can have a monthly email that goes out to your donors highlighting what their donations helped do that month, and informing them of new donation opportunities. You could simultaneously be sending email communications to your volunteers, letting them know what upcoming opportunities there will be for them to get involved. Having consistent email communication will help build strong loyalty to your organization and help individuals stay informed about what you have going on.
Content Marketing
Content marketing and blogging serve a few different purposes for your organization. First, it allows you to share relevant news and updates about your organization, and educate your audience on your mission and cause you are working towards. This will also help with Search Engine Optimization (SEO). Incorporating new content on your website will help draw in new website visitors through search engines.
Another great benefit is the content you are producing through your blog is highly shareable, not only through your own social media pages, but amongst your audience. This will help you start, and maintain, the conversations around your mission!
Google Ads for Nonprofits
Something really awesome that Google does is provide free search advertising to nonprofit organizations through “Google Ad Grants”. By utilizing Google search advertising, you can raise awareness, attract new donors, and potentially recruit new volunteers! This will help you find the audience that is actively searching for you, your mission, or simply a way to get involved in an organization. The best part? It’s free!
Social Media
Social media platforms help you stay in touch with your supporters and community. You are able to share news about your organization, recruit volunteers or new supporters, boost your brand awareness, and even run fundraising campaigns.
Social media channels are also great ways to direct your audience to your website. As previously discussed, they can then learn about your mission and ways they can get involved, subscribe to your email communication, or even donate!
Shout It Out Design Can Help
We work with many nonprofit organizations, and understand the unique needs and challenges that go along with their marketing strategies. Whether it’s a new website build, content creation, email marketing, or anything in between, we’ve got you covered! Let us know how we can help your organization fulfill its mission!
