10 tips on effectively marketing your nonprofit
Nonprofits are always raising money for a certain cause. But, to operate, thrive, and raise awareness, they must do more than just spread the word in person and on printed materials.
With how technology and social media are being used nowadays, it’s important for nonprofits to utilize both to communicate their message to people. With that said, here are 10 digital marketing strategies to help your nonprofit get noticed in an overpopulated digital world.
#1: Know your nonprofit.
“First, know your nonprofit,” says Daniel Brown, a content marketer at One Day to Write and Writemyx. “Knowing your organization from the inside and out can help you better communicate what it’s about whenever someone asks you about it. Remember: transparency works both ways, meaning that everyone should understand what your nonprofit is about.”
#2: Know your target audience.
You must also know your audience. Consider these questions:
- What is their age or gender?
- What is their income level?
- What social media platforms do they use?
- What issues are they interested in?
- What do you want them to do? (Donate? Volunteer? Join?)
#3: Set realistic goals.
When running a digital marketing campaign for your nonprofit, consider these realistic goals for your mission:
- Newsletter sign-ups
- Donor/member retention
- New donors/members
- Milestones you want achieved
- Number of people to help
- Events held
#4: Have a budget.
Money is what drives a digital campaign, if you want to reach more people. Fortunately, there are digital campaign tools that can help you determine where to campaign, how to budget your campaign, and how to avoid unnecessary spending. Have a plan and timeline detailing how much money you will need, where it will be used, and who/whom will handle budget management.
#5: Tell a story.
Having a mission statement is important for your nonprofit; it tells a story about your organization’s cause and why it matters. Whatever your mission statement may be, it should be short and sweet, straightforward and concise, emotionally-driven, or a combination of all three.
#6: Plan social media strategically.
Considered one of the most cost-effective ways in marketing, having a social media marketing strategy can help you reach new donors and gain popular exposure. With more people nowadays using platforms like Twitter, Facebook, and Instagram, running a digital campaign on said platforms provides a path for reaching those interested in your organization.
#7: Create or update your website.
If you don’t have a website, now is the time to get one. As you create a website, be sure to add important information such as:
- Your nonprofit’s history
- Mission statement
- Press coverage
- Ways users can donate or volunteer
If necessary, and if you have the money, hire a web designer to help you launch a website. Otherwise, nonprofits have plenty of options for creating a free website.
Now, if you already have a website, update it regularly. Updates tell people (i.e. donors and the media) that your nonprofit is active.
#8: Create an active newsletter.
Having an active email newsletter can also help you reach out to your audience and market to them. So, be sure to make your newsletter a focal point on your website. Newsletters allow users to learn more about your nonprofit before deciding whether or not to donate or join.
Plus, when sending out a newsletter, do so every two weeks. This allows users time to think about if your nonprofit is right for them or not after seven or eight newsletters.
#9: Welcome partnerships.
“There’s nothing wrong with having willing partners that can help you get your nonprofit off the ground,” says Matthew Stone, a business writer at Brit Student and Next Coursework. “In fact, strategic partnerships can help you expand the reach of your marketing efforts. Whether you partner with volunteer groups, nonprofits similar to yours, or government agencies is up to you and your organization’s mission. Plus, media coverage can help you expand your reach and create awareness.”
#10: Do some A/B testing.
Finally, test, test, test your website and campaigns. By A/B testing your site and campaigns, you’ll be less likely to run into problems at launch, or worse—users might see errors before you do. If errors are present at launch, then you’ll lose quality donations.
Although building a digital marketing campaign for your nonprofit can be very complex, it doesn’t have to be. The good news is, you can run an effective campaign by following these 10 tips. So, whether you’re on an extremely tight budget, or if you’re able to splurge, these tips will help you not only save money campaigning, but also help you reach more people than you’ve anticipated.