Traditionally, the marketing strategies employed by nonprofits have been driven by requests for funding. It is high time for that to change. Amid major charitable revenue losses, especially by smaller nonprofits (philanthropy dot com) due to COVID-19, this is understandably counter-intuitive.
However, many examples show that nonprofits need to be more strategic when it comes to marketing. It’s time to redefine nonprofit marketing strategies along the three main axes of content, advocacy, and community.
- Content: providing information to people interested in your cause
- Advocacy: encouraging people to take specific actions, such as volunteering or donating to your organization
- Community: Create a network of supporters with whom you can communicate regularly to publicize what you do.
This article focuses on five marketing strategies, how they intersect with content, advocacy, and community, and how your organization can channel them effectively in 2022. The future success of nonprofits depends on their ability to create a unique and authentic brand identity and a compelling image. story that inspires people to take action.
When trying to build a following for your nonprofit, you’ll want to focus on demonstrating your impact, your activities, and how the organization is making a difference in the world.
Visuals, including images, videos, infographics, GIFs, and memes, can help you get that message across to your audience, with ways to show off the behind-the-scenes work that goes into the nonprofit. and images of people the organization has impacted.
These types of images are more powerful than just words because they show your audience what you’re doing.
The American Red Cross uses TikTok
For example, the American Red Cross uses TikTok videos to connect with its audience in refreshing ways by triggering their empathy to ask for donations and offering helpful tips for dealing with difficult times.
Events give you a chance to build credibility and authority. So the first tip for ensuring the success of your nonprofit’s next event is to focus on the causes, not the “event” itself.
Use the event as a platform to illustrate how your cause relates to an important issue and how you aim to resolve that issue.
The following events organized by No Kid Hungry – On Instagram – do well to highlight the association’s cause by highlighting the experiences of volunteers.
Second, always portray authenticity and transparency. If people feel like they know and trust you on a personal level, they’ll be more likely to support your cause. This WE Charity www.charitynavigator.org; the list, for example, includes details of its impacts in numbers.
You don’t always have to organize your own events. Instead, get involved in local events that are relevant to your cause. It’s a great way to increase the credibility of a small organization. And large organizations must recognize that, whatever their international profile, the greatest impact they can have would be community-based.
Nonprofits should focus on building relationships with their supporters. This means they must develop donor acquisition strategies that raise awareness, offer relevant information and build trust. Therefore, your newsletter can do more than just share news and updates, even if that information is vital.
For example, Malala Fund, an organization that advocates for girls’ education, runs a newsletter Assembly through which girls around the world share stories about issues that matter to them. the Assembly is not a direct marketing strategy – readers don’t feel pressured to do anything – yet reading the girls’ stories brings the typical reader closer to the causes the Fund represents.
Publishing regular newsletters will ensure that your nonprofit stays at the forefront of current and potential supporters, partners, and donors.
Running a non-profit organization is one more reason to be strategic when it comes to marketing approaches; you want to reach donors at crucial points in their decision-making process. However, your marketing budget is likely limited if you are a non-profit organization.
And it can be difficult to agree to pay for advertising on social media sites and other platforms when you’re competing with for-profit companies for attention.
If you don’t have a budget for paid advertising, you can take advantage of Google’s Ad Grants program, which provides nonprofits with up to $10,000 in search ads per month to deliver their message to users of Google search.
In nearly 20 years, more than 100,000 nonprofits have benefited from $10 billion in free Google advertising. However, your organization must qualify for a Google for Nonprofits Account to take advantage of this feature.
For their part, social media platforms such as Facebook (and Instagram), Twitter, LinkedIn, etc. offer a variety of nonprofit-specific resources to help organizations like yours increase their visibility through paid advertising.
word of mouth marketing
Marketing is the process of building awareness and building trust for your nonprofit organization to attract and retain partnerships. Part of this process is involving your supporters in your marketing strategy. The easiest way to do this is to ask them to share information about your nonprofit with their social networks.
However, it starts with making sure your supporters, volunteers and donors are involved in your projects. The key to successful word of mouth marketing is taking the time to build a meaningful relationship with your partners.
If you’ve kept them up to date throughout the year, they’ll be more likely to share information about your nonprofit with their social networks to draw more attention to what you do.
But you also need to encourage them to actively spread the word. A good talking point can be a simple and effective way to help your supporters promote your nonprofit’s programs, upcoming events, and advocacy efforts.
Nonprofit organizations must embrace the new realities of this increasingly complex, dynamic, and rapidly changing world.
With shrinking budgets and fewer resources, nonprofits need to be more nimble, strategic, and imaginative in engaging volunteers, donors, and partners.
As you develop your marketing strategy for your nonprofit in 2022, focus on sharing informative content, promoting authentic advocacy, and building a community built on trust.
Image credit: Sora Shimazaki; pexels; Thank you!