Non-profit marketing strategies refer to boosting the organization’s cause, donation, and mission and increasing the number of supporters and volunteers.
This helps to amplify the vision, attract volunteers, increase donations, and boost the visibility and growth of the organization. However, changing times requires a change in strategy too! Hence, almost 89% of marketers have changed their digital engagement strategy.
Marketing teams are supposed to create more impact, making this possible with non-profit marketing strategies. To execute these digital marketing strategies successfully, marketers must master algorithms, platforms, and other verticals to make a difference apparent. Despite not operating on profit, it can still thrive on awareness, funds, and traffic.
The more awareness you build, the more an organization can help the cause.
11 Marketing Strategies For Non-Profit Organizations
In simpler terms, it means grabbing the attention of people who are passionate about the cause and are inspired to take action. Hence, these strategies go beyond timely campaigns and posts.
Non-profit marketing is similar to traditional marketing as it serves the common goal of adding value that the audiences care about while inspiring them to take action. Organizations could persuade the audience to volunteer, donate, sign up for an email list, attend an event, or participate in an initiative.
By creating this marketing plan, non-profit organizations can keep up with audiences regarding the mission that is a part of their lives and feel compelled to take action.
Here are some of the detailed strategies that may help:
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1. Know Your Donors
The foundation for an effective marketing strategy for non-profits can be created when organizations know their donors. If organizations don’t know who they are talking to, the doors to effective communication are closed.
This strategy targets customers, donors, volunteers, and constituents. Hence, it is essential to outline these user personas. Donor personas can also be created with demographics such as age, employment, location, relationship to the organization, and other factors. Further information can be collected with forms, surveys, interviews, and focus groups.
This can be done accurately with tags and lists in a CRM tool. This strategy can be further refined by connecting with the audiences by sharing your vision, beliefs, and values.
2. Ensure an Excellent Content Marketing Strategy
A content marketing strategy is the first step toward reaching your audience effectively. Highlighting the goals and objectives is the second step in the process. The following steps ensure a wider audience reach:
- Creating and publishing content to educate the community
- Social Media Postings
- Sharing insights via email newsletter
- Hosting events
This can be done with the SMART (Specific, Measurable, Attainable, Relevant, and Timely) framework.
Considering the user personas before drafting the message is essential. Further crafting the relevant content significantly helps. This can be what the organization wants its audiences to know, remember, and share about them.
Below are the aspects you need to plan the content around:
- The use of a non-profit marketing strategy
- The time is taken to execute this tactic
- The team that will handle the execution of this strategy
Further content and SEO can drive subscribers, donors, visitors, and leads. The content being shareable also works as a PR piece for your firm. It can also be repurposed into multiple posts that can save time, money, and effort rather than creating assets from scratch.
3. A clear, donor-centric messaging
Organizations end up beating around the bush rather than speaking about it directly. Such messaging can be difficult for people who cannot understand the messaging.
Since organizations must cater to a specific community, their efforts should also be diverted towards their objectives and interests.
This can be made easy by strategizing and conducting research. Marketers should also ensure the messaging is consistent, impactful, and simple throughout platforms. Be transparent with the reason why donors should donate. This will also inspire more people to join hands with the organization.
Using meaningful content such as visual storytelling can help create a meaningful connection. Emphasize the donors’ importance in the messaging.
Visual content that can be used includes:
- Photos and videos
- Infographics that convey statistics
- Short videos
- Ensure high-quality content as that will make the content look professional
4. Informative, Inspiring, and Engaging Web Content
Verticals such as blogs, podcasts, videos, and others are used to educate, build brand affinity, and draw people to the mission.
Inspiring content also has a high potential to grow organically. This authentic information is evaluated by Google, helping answer audiences’ questions. Targeting relevant and commonly searched phrases and keywords can also increase traffic.
Most recent information and initiatives should also be updated on the website.
5. Free Google Search Grant
Google grants offer an accessible way for businesses to get their word out to the world, free of cost. It also helps to reach thousands of people with potential supporters.
Organizations that qualify for the same receive $10,000 per month for search ads and are available in multiple countries.
The qualifications include:
- Holding a charity status in their country
- Complying with Google’s eligibility requirements
- Applying for Google for non-profits
Once approved, organizations can request Google Ad Grants activation. Once approved, Google will send an email invitation to the organization’s Ad grants account. This is where the campaigns are set up.
6. Leverage Email Marketing
Almost 69% of the non-profit organizations worldwide regularly publish email newsletters, making it one of the most responsive strategies.
Emails help foster engagement and build long-term relations, making it more convenient to converse than over a phone call. An email can be a great way to lead them to make donations and receive the receipt likewise.
Ensure the page is also automated for mobile devices since most users access their emails on their mobiles while on the go. This ensures that the donors can donate whenever they can.
Organizations can also communicate new initiatives, events, industry data, volunteer needs, news, and other updates with a newsletter. These can lead them to the organization's website to dive deeper into insights. This also keeps the audience updated for a long time and lets them know what their money is used for.
Ensure segmenting the audiences for seamless communication. For example, the email can be separately drafted for the first-time donor or the one who frequently does so. This helps organizations receive personalized information.
Post the donation, and follow up with a thank you email to encourage future donations. Thanks, email can also be sent to thank the audience for joining the cause.
Adding some information from the website about how you can take steps like subscribing to email can significantly help. Keep up with the email marketing trends, but also ensure not to invade the donor's privacy.
You can promote the following via emails:
- Discount emails
- Sponsorship announcements
- Registration confirmation emails
- Event Agenda
- Prevent email
- Post-event surveys
- Appeal emails
- Start a petition
7. Organic and Paid Advertising To Increase Reach
As per a recent study, 39% of donors are inspired to give through social media.
Social media hosts billions of users at a time and is a great way to spread the word about the cause. Being consistent on all the social media channels can be a task, although it is sure to pay off.
You can also repurpose the content posted on your website to be introduced on social media channels.
This can be done by:
- Using short versions of posts in emails or newsletters that link back to the post
- Groups of related posts for a report
- Infographics with post information
- Reaction pieces to original posts
Repurposing can help your content pipeline always to be buzzing. Having the budget for paid advertising strategies can help boost well-performing ads to impact more people.
Using ‘Facebook Fundraising’ can also help to spread the word and allow the organization to connect with like-minded people.
Using Google Alerts and social monitoring tools can also be helpful. This alerts the organization whenever relevant hashtags, keywords, organizations, or topics are mentioned.
8. Creating an Incredible Website
Ensure to implement indispensable aspects of an incredible website.
These aspects include good navigation that can easily strike a chord with the audience and lead them towards call-to-action.
Ensure including an image that reflects the cause. A website should also display how to get involved with the organization via memberships, events, certifications, donations, etc.
9. Build Brand Consistency
Ensure consistency throughout channels, verticals, and platforms, and build a brand that drives people to give. Being consistent throughout both the print and digital branding can lead to a positive reputation instead of a disorganized and unprofessional one.
Ensure to create an emotional drive that welcomes people warmly once they land on the website.
Create templates to ensure you are not wasting time creating any of them from scratch.
10. Consistent Testing
Testing ensures that organizations keep up with the current trends, which further helps to create data-driven decisions. Ensure testing one aspect at a time for more accuracy.
This ensures that the efforts are put in the best direction. This can be done by providing the following:
- Email subject lines
- Donation (CTA)
- The tonality and the language
- Types of visual content used
11. Analyzing the Performance
The performance may have gaps in its first attempt. Consistent tracking and analysis can determine the problem areas and what needs improvement.
Also, pay attention to the key performance indicators. These performance indicators include:
- Email opens
- Ticket Sales
- Video Views
- Shares and Comments
- Page views
Measuring these goals will help you stay aligned with your goals. Google Analytics is a great way to do this.
Non-Profit Marketing Strategies – Key Takeaways
Since non-profit associations deal with constraints such as small teams, low budgets, and limited time and resources, creating results can be challenging.
These challenges can be overcome, thanks to the above-mentioned points. This will free up more time for them to work on urgent and crucial tasks rather than consistently reaching out to audiences.
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