Traditionally, the marketing strategies employed by nonprofit organizations have been dictated by the demands for funding. It is time for that to change. Amid significant losses in charitable revenue, especially by small nonprofits (philanthropy dot com) due to COVID-19, this is understandably counterintuitive.
However, many examples point out that nonprofits need to be more strategic about marketing. It’s time to redefine nonprofit marketing strategies along the three main lines of content, promotion, and community.
- Content: provide information to people who are interested in your cause
- Advocacy – encouraging people to take specific actions, such as volunteering or donating to your organization
- Community: Build a network of followers that you can communicate with regularly to spread awareness about what you do.
This article focuses on five marketing strategies, how they relate to 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 compelling image. narrative that inspires people to act.
When trying to build a following for your nonprofit, you’ll want to focus on demonstrating its impact, activities, and how the organization is making a difference in the world.
Images, including images, videos, infographics, GIFs, and memes, can help you get this message across to your audience, with ways to showcase the behind-the-scenes work that goes into the nonprofit and images of people you care about. the organization has had an impact.
These types of images are more powerful than mere words because they tangibly show your audience what you are 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 activating their empathy to solicit donations and offering helpful tips for coping with difficult times.
Events present you with an opportunity to build credibility and authority. So the first tip to ensure the success of your nonprofit’s next event is to emphasize the causes, not the ‘event’ itself.
Use the event as a platform to illustrate how your cause is linked to an important issue and how you intend to address that issue.
The following events hosted by No Kid Hungry, on Instagram, do well to emphasize the nonprofit’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 are more likely to support your cause. This charity WE www.charitynavigator.org; the list, for example, includes details of their hits by 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, regardless of their international profile, the greatest impact they can generate would be community-based.
Nonprofits need to focus on building relationships with their supporters. This means they need to develop donor acquisition strategies that create awareness, offer relevant information and build trust. Therefore, your newsletter can do more than just share news and updates, although such information is vital.
For example, the Malala Fund, an organization that advocates for girls’ education, publishes a newsletter Mounting through which girls from all over the world share stories about the issues that affect them. The Mounting It’s not a direct marketing strategy – readers don’t feel pressured to do anything – however, reading the girls’ stories brings the typical reader closer to the causes the Fund represents.
Publishing regular newsletters will ensure that your nonprofit stays top of mind with current and potential sponsors, partners, and donors.
Running a nonprofit organization is one more reason to be strategic about your marketing approaches; you want to reach donors at crucial moments in their decision-making process. However, your marketing budget is likely to be limited if you’re a nonprofit organization.
And it can be hard to accept paying 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 offers nonprofits up to $10,000 in search ads per month to get their message out to Google Search users.
In nearly 20 years, more than 100,000 nonprofit organizations have benefited from free advertising from Google to the tune of $10 billion. However, your organization must be qualified for a Google for Nonprofits account to enjoy this feature.
For their part, social media platforms like Facebook (and Instagram), Twitter, LinkedIn, etc., offer several 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 trust for your nonprofit organization to attract and retain partnerships. Part of this process is involving your followers in your marketing strategy. The easiest way to do this is to ask them to share information about your nonprofit on their social networks.
However, this 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 form a meaningful relationship with your partners.
If you’ve kept them informed throughout the year, they’ll more easily share information about your nonprofit with their social networks to draw more attention to what you do.
But you also have 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 promotional efforts.
Nonprofits must come to terms with the new realities of this increasingly complex, dynamic, and rapidly changing world.
With shrinking budgets and fewer resources, nonprofits must be more agile, 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; Thanks!