As a non-profit organization, you know how important it is to have an effective marketing strategy in place. After all, your goal is to grow your organization and raise funds for your cause, and the only way to do that is to have a solid plan in place.
With so many different marketing options available, it can be difficult to know where to start. That’s why we’ve created this comprehensive guide to non-profit marketing. In this guide, we’ll discuss the benefits, how to develop a marketing strategy, and the different types of advertising tactics such as digital marketing, social media, content marketing, and non-profit marketing services.
Due to the budget constraints of a nonprofit organization, it is essential to make the most out of the money spent on marketing and branding in order to remain competitive. In the current age, it is essential to grab the attention of benefactors and the media in a short interval of 6 seconds.
What is non-profit marketing?
Non-profit marketing is the process of building relationships and connecting with people in order to promote a non-profit’s mission, goals, and activities. It is a form of marketing that helps to raise awareness and increase engagement with the organization. Non-profit organizations often rely on donations and grants for funding, so it’s important for them to be able to reach out to potential supporters and convert them into donors.
Non-profit organizations need to build relationships with their supporters in order to keep them engaged and interested in their mission. This means that non-profit marketing strategies should be tailored to the specific needs of the organization, and focus on building trust and loyalty among potential supporters.
Developing a Non-Profit marketing strategy
When starting a non-profit marketing journey, the first step is to identify the target audience. Who are the organization’s potential supporters? What are their interests and needs? Are there any specific demographics that the organization should focus on? Once the target audience is identified, the next step is to develop a strategy to reach them.
The strategy should include both traditional and digital marketing tactics.
Traditional marketing tactics such as:
- print advertising
- Radio and television
- Physical Fundraising events
Digital marketing tactics such as:
- Paid search – see free offers from google below
- social media
- email campaigns
- Search engine optimization
- Virtual events
The strategy should also include a plan for measuring and analyzing the results of the marketing efforts. This will help to identify which tactics are most effective and which need to be improved. Finally, the strategy should include a budget for the marketing efforts. This will help to ensure that the organization is able to allocate resources to the most effective tactics.
How to market your non-profit organization in 7 steps
Now that you know the many benefits of marketing for nonprofits, let’s dive into the actual work at hand with 7 essential marketing tactics.
1 – Make sure your website speaks your brand and looks modern
The organization’s site should be designed in a way that reflects brand identity and is clear about the message it is communicating. It should be visually engaging, with clear navigation and structure, so that your visitors can quickly find what they are looking for.
Make sure that your website appeals to the target audience you are trying to reach. This will ensure that they trust your brand and are more likely to support your non-profit cause.
2 – Utilize Google grants
Google offers several Grant programs and services to help non-profit organizations maximize their impact. From free web hosting and discounted usage of their services to free advertising and PPC for non-profit offers, Google has something to offer every non-profit organization.
The Google for Nonprofits program is a great way to get started with Google products. Google for Nonprofits offers free access to Google Workspace, Google Ads, and marketing on Google business profile, as well as other helpful resources.
Very relevant to nonprofit marketing is that Google gives non-profits access to discounted and free PPC offers, including Google Ads grants which give non-profits $10,000 USD a month in free ad credit to use on Google Ads.
This helps non-profits get their message out while managing their budget. With the help of Google Ads, non-profits can reach new donors, volunteers, and supporters, as well as spread awareness of their cause.
3 – Social media marketing for non-profits
Social media is an essential part of any non-profit marketing strategy. Social media can be used to promote the organization’s mission and activities, as well as to engage with potential supporters.
The first step is to create content that is relevant to the organization’s mission and activities. This can include blog posts, videos, and other forms of content. It is also important to engage with potential supporters by responding to comments and questions and encouraging them to get involved with the organization.
Social media campaigns can also be used to promote fundraising campaigns and events. This can be done through paid advertising, as well as through organic content. It is important to measure the effectiveness of the campaigns, and adjust the strategy as needed.
See this example of how “Charity Water” a leading NGO, uses social media to boost its nonprofit marketing efforts.
SEE how Charity Water rocks social media
Charity Water is an organization that focuses on providing clean water to people in underdeveloped counties.
1 – Instagram
- They have 458k followers
- They put their money where their mouth is – by attracting your attention to a problem and in the same breath encouraging you to become actively involved in the solution.
- Their IG Posts focus purely on positivity by displaying people who they help.
- Their page is a stroke of inspirational magic that makes you want to become actively involved. It gives you an important cause do want to do something!
2 – YouTube
- The organization has over 32.9K subscribers and over 924,900 views on their most-seen video.
- Each video on their youtube channel shows how small steps go a long way.
Check it out for yourself and let me know!
Who is charity: water?
- They do a great job by promoting positivity with visuals and presenting factual information. This a great way to get viewers instantly connected to the cause on an emotional level.
3 – Facebook
- Their Facebook page has 499,372 likes
- They have hundreds of good reviews, and hundreds of likes, and some posts get over 100 shares
- Their Facebook feed reflects its mission statement with great pictures. Showing that many people have been affected by their projects.
- Their feed is full of updates on projects or relevant upcoming events. The majority of posts have C-T-A on their webpage.
4 – Twitter
- Charity Water has 1.3M Followers on Twitter
- Their message is strong and effective, giving you a sense of what they want to accomplish and what they stand for.
- They engage with their followers by retweeting others that have mentioned them in past tweets.
This all goes to show that with modern communication we can all send a message.
4 – Email marketing
Email marketing is a powerful tool that can be used to increase donations, engage with supporters, and spread awareness about the organization. For non-profits, email marketing can be used to reach a wider audience, build a community of supporters, and spread the word about their mission.
Email marketing is also an effective way to reach a large audience, as it is cost-effective, easy to set up and manage, and can be used to target a specific demographic. Non-profits can easily segment their audience, craft personalized messages, and track their campaigns to ensure they are reaching the right people.
Send out a monthly newsletter
Why not send a designed monthly newsletter As part of your email marketing strategy?
Writing about your latest updates and event in one email can make a difference. Share with your recipients your latest accomplishments, and show people how you are making a difference. People will be more connected to you and will want to help & support your cause.
Use a non-profit email signature:
Optimize your email marketing by creating a strong email signature. There are multiple email signature tools available to help you turn every email you send into an opportunity.
With email signatures, you can centrally manage your team’s emails from one dashboard. Make a small non-profit seem like a big one by having all your team members, and even volunteers, use the same email signature.
You can promote your latest blog post, fundraising event, or Initiative. You can even add a donate button directly to everyone’s signature to unobtrusively collect donations.
WiseStamp for Business: With WiseStamp you can centrally manage your team’s non-profit email signatures from one dashboard.
TIP: You can Make a small organization seem like a big one by having all your team members, and even volunteers, use the same email signature.
More non-profit email signature tips:
Your email signature should include the best ways to contact you and showcase your social media presence.
- Want to make each email more personal and emotional? Show your Instagram gallery.
- Got a Youtube video you’ve worked hard to create? Showing exactly what your organization does? Link to it on your team signature.
- Run an active Facebook page that promotes your non-profit.
- Have a Twitter account that tweets important updates? Create your own customized button with a call to action.
Learn all about email signature marketing: www.wisestamp.com/blog/email-signature-marketing/
5 – Content is still King
Content marketing is an important part of any non-profit marketing strategy. Content is a powerful tool for engaging with potential supporters, and can be used to promote the organization’s mission and activities.
Content marketing can be used in a variety of ways. Blogs, videos, and other forms of content can be used to promote the organization’s mission and activities. It can also be used to engage with potential supporters and build relationships.
Content for nonprofits should be tailored to the specific needs of the organization and should focus on engaging with potential supporters. It is also important to measure the effectiveness of the content, and adjust the strategy as needed.
6 – Digital Marketing for Non-Profits
Digital marketing is an essential part of any non-profit marketing strategy. By leveraging the power of the internet, non-profits can reach a larger audience and engage with potential supporters in a more cost-effective way.
Learn all about the various digital marketing options available for Non-profits.
A map of the digital marketing landscape
| SEO | SEM | SMO | SMM | |
| Traffic Source | Organic search | Paid search | Organic | Paid |
| Timeline | Long-term | Short & long term | Long-term | Short-term |
| Focus | Relevant keywords, great content, quality links, good images | PPC ads, optimized keywords. display | Developed social accounts, regular posting, engaging content | Paid social media campaigns, engaging content |
| Overall cost | Free, or pay for SEO services | Costs per click on your ad | Free, or paid social media consultant | Costs per click or to run a campaign |
| Audience | Anyone | Targeted | Anyone | Targeted |
| CTR (Click-through rate) | Higher | Lower | Higher | Lower |
7 – Plan virtual fundraising events
Plan virtual functions for the year 2023. In the post covid era, people are familiar with fundraising events that are delivered online. In many cases, a lot of donors even prefer to support the cause from the privacy of their own living rooms. Virtual events are also much cheaper to organize as opposed to physical events.
To conclude
Developing a comprehensive non for profit marketing strategy is a must for any organization whose part of this industry. This should include both traditional and digital marketing tactics, as well as a plan for measuring and analyzing the results.
We hope this guide has provided you with some valuable insights into non-profit marketing. With the right strategy in place, your organization can supercharge its marketing efforts and reach its goals in 2023.
